Hallyu, also known as the Korean Wave, played a big part in changing the overall landscape of the dermatology industry. As more brands introduce and push more products, over the counter and prescription alike, more men are being exposed to them.

However, some might need that extra push, and this is where influencers shine. Take Arif Mulianto, a 29-year-old civil servant who currently resides in Gianyar, Bali, for instance. He was never the type to use skincare products until he stumbled upon a beauty influencer.

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"I started using skincare products around 2017," said Arif, recalling the first time the subject caught his interest. "I saw [my friend was watching] a YouTube video by Suhay Salim, and I joined them. I thought she was doing a comedy routine, but it turned out that she was discussing skin care."

Arif became engaged in a skincare discussion with his friends and eventually became interested in the world of skincare regimens. Soon after, the civil servant bought and started using only the basics — facial wash and toner from a Korean beauty brand.

"I stopped using them because they were not a good match for my skin," said Arif, who has now set a thoroughly advanced daily skincare regime. 

"I now use facial wash, toner, essence, serum, moisturizer, retinol, exfoliator, almost all of [the complete care necessities], including a sleeping mask, and I set a daily schedule [for when I should use each product]."

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