The US$380+ billion beauty and skincare industry has witnessed numerous trends in the past decades. In the US$2,251 million skincare market in India, a trend that’s making strides over the past few years is K-beauty or Korean Beauty. India’s inclination toward Korean beauty arose because of the cultural affinity and our shared love for nature-based beauty. Although undoubtedly it is fueled by the growing urge of new age consumers to unlock global experiences right at their doorstep. As consumers connect and hop onto the Korean wave, we are witnessing a steep rise in demand for skincare products like face serums, sheet masks, etc., clearly depicting a shift from the traditional CTM routine. While some believe K beauty will become another fad that’ll die down in some time, the growth of K-beauty in India since it is sublimed by strong, sustainable factors.
Rise of K-beauty in India
