Decoding the Hallyu wave: How desire for glass skin is reshaping Indian beauty market

There is a growing fascination among Indians for all things Korean in the last few years. From K-Pop to K-Dramas and Korean beauty brands, all are finding a fast growing market in India. The famed Korean glass skin has become a much desired beauty standard, leading to a growing demand for innovative skincare solutions. This development has reshaped the beauty landscape in India, influencing local brands to adopt and integrate Korean beauty trends.

Adgully spoke to some beauty industry experts to find out about the factors driving the popularity of K-beauty in India, how Indian brands are adapting, the impact of influencer marketing, and what the future holds for this burgeoning market.

The Factors Behind the Rise of K-Beauty in India

Korean beauty’s rise in India is multifaceted, driven by both cultural influences and product efficacy. Mini Sood Banerjee, Assistant Director & Head of Marketing, Innisfree, noted, “Korean Beauty is not a new concept, but has picked up pace now. It is largely due to the Hallyu Movement. With K-Dramas and K-Pop becoming more and more famous, Indians have developed an obsession with Korean Glass skin.”

This cultural wave has been complemented by the quality and uniqueness of Korean skincare products. According to Misha Khurana, Brand Manager, Laneige India, “The popularity of Korean beauty brands in India has been fueled by their innovative formulations, emphasizing skincare over makeup, and the use of high-quality ingredients like snail mucin and hyaluronic acid.”

Jovees’ Rakhi Sharma highlighted another crucial aspect – effective marketing strategies. “Korean brands capitalize on influencer collaborations and digital campaigns, significantly boosting brand awareness and consumer engagement,” she pointed out.

Puneet Bansal, Co-Founder, Suroskie, noted, “The focus on natural ingredients, targeted skincare routines, and the influence of K-Pop culture has created a strong affinity for Korean trends in India.”

Shaily Mehrotra, CEO and Co- Founder, Fixderma Pvt Ltd highlighted "Consumers today are well-informed and conscious of what they are using and consuming for their skincare. Indian consumers, especially Gen Z, have been influenced by the boom of Korean pop culture since the early 2020s, shaping their beauty preferences."

Indian Beauty Brands Adapting to K-Beauty Trends

In response to the growing demand for K-beauty, Indian beauty brands are no longer observing from the sidelines, but are actively integrating these trends into their product lines. Mini Sood said, “Various Indian brands are focusing on natural ingredients like Green tea, ginseng, and many more, inspired by Korean skincare.”

Indian brands are also incorporating innovative ingredients and packaging inspired by K-beauty. Misha Khurana noted, “Major Indian beauty brands are adapting by introducing products inspired by Korean beauty trends, such as sheet masks, serums, and multi-step skincare routines.”

Provides some detailed insights, Rakhi Sharma said, “Indian brands are adopting minimalist packaging designs and enhancing retail strategies, making these products more accessible through online platforms and dedicated retail outlets.”

Puneet Bansal observesd “Indian brands are creating more affordable alternatives to high-end K-Beauty products, making them accessible to a wider audience.”

Influencer Marketing: The Secret Sauce

Korean beauty brands have leveraged influencer marketing masterfully to connect with the Indian audience. Mini Sood shared, “When Indian consumers see Indian influencers using Korean products and achieving impressive results, they feel a sense of trust and connection.”

Misha Khurana added here, “Korean beauty brands leverage influencer marketing in India by collaborating with popular beauty and lifestyle influencers who share authentic reviews, skincare routines, and tutorials featuring their products.”

Rakhi Sharma highlighted the data-driven success of these strategies, saying, “Over 70% of Indian consumers rely on social media influencers for beauty product recommendations.”

Puneet Bansal noted, “The focus is on genuine recommendations and showcasing real results. Influencers often integrate K-Beauty products into their existing routines, fostering trust and encouraging viewers to try the products themselves.”

The Future of Korean Beauty in India

The future of Korean beauty brands in India looks promising, and not some passing fad. Mini Sood sees a shift towards natural and sustainable products: “The focus of consumers is shifting towards products made of natural ingredients, and Korean brands also advocate for sustainability and have been focusing on growing their vegan portfolio.”

Misha Khurana predicted continued growth driven by personalization, sustainability initiatives, and innovative product developments, “Korean beauty brands are set for continued growth driven by personalized skincare solutions, sustainability initiatives, and innovative product developments.”

Rakhi emphasized on the synergy between Korean and Indian beauty trends: “Recent data highlights that Indian consumers are increasingly opting for products that combine traditional Indian ingredients with advanced Korean skincare technology.”

Puneet Bansal identified the emerging trends, stating, “Personalization & Customization, Focus on Men's Grooming, Integration of Ayurveda & Traditional Ingredients, Market Expansion, and Augmented Reality (AR) Experiences are the emerging trends that could further influence their success.”

The interplay between Korean and Indian beauty markets is a testament to the dynamic nature of the global beauty industry. As Korean beauty brands continue to captivate Indian consumers with their innovative products and effective marketing strategies, Indian brands are learning, adapting, and evolving. The future holds exciting possibilities for both markets, driven by consumer demand for high-quality, effective, and personalized beauty solutions.

Also read: Zee English Cluster partners with Korean Cultural Centre India to fortify Hallyu Wave