An attendant serves a mainland Chinese customer at Laneige, a cosmetics firm from South Korea, while men's skin care products are on display inside its outlet at a shopping mall in Hong Kong. South Korea's male K-pop icons have been enlisted by the country's cosmetics firms as they try to expand beyond its borders to take on global giants like L'Oreal and Unilever across the continent. Laneige is a South Korean-based company for beauty and skincare products. Reuters/Bobby Yip