Unlike traditional beauty standards that prefer a makeup, K-beauty focuses a lot more on skincare and maintaining the health of the skin. This belief integrates well with the current consumer group of millennials and Gen-Z.
Having originally started as a trend, the industry is now valued at close to USD 10.5 billion. It would not be incorrect to state that K-beauty has transformed the skincare industry for the better. This transformation is vividly watched in India as well.
The acceptance of Korean skincare products in the Indian market marks a shift in buying behavior from one-dimensional skincare treatment to scientifically advanced two-dimensional multi-step skincare treatment. India is definitely moving in the right direction.
With their strategic moves, India’s k-beauty market is surely booming, with a current market size of $406.56M in 2023 and projected to reach $1.3 billion by 2028, growing at a CAGR of 12% approx., surpassing the Global average of 11%.
With the increasing craze of K-pop and K-dramas in India, K-beauty has become an essential part of the skincare routines of beauty enthusiasts. However, its appeal goes beyond just the influence of the Korean entertainment industry. Here are a few more reasons behind its rising popularity:
- Science-driven skincare: Korean skincare brands invest in R&D to create high-performance products.
- Innovative and skin-friendly ingredients: Products feature unique components like snail mucin, centella asiatica, and rice extract.
- Lightweight and layering-friendly formulations: Ideal for Indian skin types, unlike traditional heavy, oil-based formulas.
- Focus on hydration and barrier repair: Addresses common skin concerns such as dryness and sensitivity.
India’s diverse climate, ranging from humid to semi-arid regions, presents a unique challenge for skin care. Fortunately, K-beauty’s cutting-edge, science-backed formulations offer unique solutions for Indian consumers. This synergy makes K-beauty an attractive choice for India’s discerning and informed beauty enthusiasts, who recognize the vital role of skincare in their overall beauty routine.
As K-beauty trends take over India, several Indian skincare brands have started incorporating Korean skincare techniques and ingredients into their formulations, blending them intelligently with India’s ancient Ayurveda. Some noteworthy brands include:
| Basic Principles Used in Korean skincare | Famous Korean brands in India Using them | Indian Brands with Similar Proposition |
|---|---|---|
| Rice water for better hydration and skin brightening | Beauty of Joseon, The face shop | Mamaearth, Alps Goodness,Dot & Key, pilgrim, plum |
| Snail Mucin for Barrier Repair | COSRX | Earth Rhythm |
| Fermented ingredients for slugging | Anua | Minimalist, pilgrim |
| PHA-based solutions rather than harmful AHA/BHA formulations | Some by MI, Beauty of Joseon | Earth rhythm, Glam Veda |
| Sheet masks and lip care products | Beauty of Joseon,Laneige | Mamaearth and so many |
Indian brands rolling up with Korean skincare techniques and formulations.
1. Mamaearth
A pioneering Indian brand (with a revenue of around $250-400 million) known for its Ayurveda-based skincare solutions, Mamaearth has been influenced by lightweight, multi-layered hydration and microbiome-friendly skincare. The brand has expanded its portfolio by adding various products mimicking Korean formulations.
Key ingredients: Rice water, ceramides, Niacinamide and hyaluronic Acid.
Products mirroring K-beauty: Rice water range including face wash to sunscreen, The range of Aqua glow.
2. Dot & Key
Dot & Key (with an estimated revenue of around $18 to $35 million) has taken inspiration from K-beauty’s approach by formulating products enriched with Korean-inspired ingredients like probiotics, ceramides, and water-based hydration systems.
Key ingredients: water-based ingredients along with probiotics and ceramides.
Products mirroring the K-beauty: Dot & key 72-hour moisturizing gel (inspired by Laneige water-based gel cream)
3. Pilgrim
Pilgrim (with an estimated revenue of around $20 to $50 million) is an emerging Indian brand that explicitly markets its Korean skincare range, integrating snail mucin, fermented ingredients, and PHA-based exfoliators into its product lines.
Key ingredients: white lotus, volcanic lava Ash and Camellia extracts
Product mirroring the K-beauty: pilgrim White lotus hydrating toner along with a range of products inspired by secrets of Jeju island.
4. Earth Rhythm
Earth Rhythm (with an estimated revenue of around $15 to $35 million) focuses on barrier repair solutions and the use of fermented products in their formulations, providing a way to get famous Korean glass skin.
Key ingredients: snail Mucin, peptides, ceramides, probiotics.
Products mirroring the k-beauty: Earth Rhythm Snail Mucin gel (based on popular COSRX snail Mucin).
5. Glam Veda
Glamveda a perfect amalgam of 5000 years old Vedic science and modern science that focuses on skincare products with natural ingredients has entered the market of K-beauty products.
Key ingredients: ceramides, Rice water, glutathione
Products mirroring the K-beauty: Glamveda Rice and ceramides 6-step daily routine.
Popular Korean Brands in India
Several Korean brands have gained massive popularity among Indian consumers. Some of the best-selling brands include:
- COSRX – Known for its snail mucin essence and acne care solutions.
- Beauty of Joseon – Famous for fermented ingredients and traditional Korean herbal skincare.
- The Face Shop – Offers a wide range of sheet masks, rice water cleansers, and hydrating solutions.
- Some By Mi – Renowned for PHA-based gentle exfoliation and skin-friendly formulations.
- Laneige – Specializes in hydrating lip masks and water-based sleeping masks.
- Anua – Popular for barrier-repairing skincare using fermented ingredients.
K-beauty is more than a trend—it’s a skincare revolution in India. With science-backed ingredients, lightweight formulations, and hydration-focused solutions, it has won over consumers. Indian brands are now blending K-beauty principles with Ayurveda, creating a unique fusion.
According to the reports, India is projected to be the third largest K-beauty market globally, after China and the USA by 2030. As the market continues to grow, K-beauty’s impact on India’s beauty industry will only deepen, reshaping skincare habits for the better.
While we’re on it, one must not completely rely on K-beauty products simply to achieve trendy results. The results may vary because of one’s genetic makeup, lifestyle and hormonal changes.
In today’s hyper-digital world of influencers where one can easily get blinded by the information given on the internet.
The craze of K-beauty products is to set global beauty standards based on some actual beauty norms in Korea, which is truly a gift of the Korean genes, varying cold atmospheres and climate changes.
Also, one must keep in mind that the flawless skin of Koreans is not only the result of profound skincare but also a consequence of their balanced lifestyle and diet, which includes soups with lots of vegetables, kimchi, kombucha and fermented side dishes.
