The K-beauty wave in India isn't just a passing breeze - Upsmag - Magazine News

The K-beauty wave in India isn’t just a passing breeze

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

K-beauty entered the Indian beauty and skincare market almost a decade ago. However, it was only a few years ago that we observed a massive uptick in its awareness and demand. This uptick can be credited to three major factors. First and foremost, is the Hayylu effect ie the Korean wave. Second, is the rise of K-entertainment ie Kpop and Kdramas. Skincare is a crucial part of the lives of Koreans, it is inevitable that it marks its presence in popular shows like Sky Castle, Squid Game, etc., or on social media accounts of popular music bands like BTS, seventeen or iKon. We have observed an interesting trend among the younger generations, especially below 25 years of age. They keenly follow such popular social figures and adopt actions and habits. As a result, they become a prime consumer base for the Korean skincare industry. Face serums, sheet masks and elaborative skincare routines have become prominent because of the same reason. Now, the third crucial factor in growing awareness of K-beauty is its accessibility and availability. Social and e-commerce is making it convenient for homegrown brands like ours to make global beauty regimes accessible to consumers not just in metro cities but also in Tier 2 and Tier 3 markets.

India’s love for natural ingredients

We Indians have always been fond of imbibing natural ingredients in different aspects of our lives especially beauty and skincare and our fondness for Ayurveda is well known. While the new-age customers understand the benefits of natural ingredients, they want to try globally trending ingredients that are not so common in the home country. Since Korean skincare is also deeply enriched with this concept and includes numerous earthy and natural ingredients like volcanic lava ash, white lotus, jojoba oil, 24K Gold, etc., in their extensive skincare products, our inclination towards K-beauty is evident. This cultural similarity has become a major reason for Indians to adopt and embrace Korean skincare in their daily lives.

Cultural affinity, preventive rather than reactive philosophy and easy accessibility, everything has worked in favor of making K-beauty prominent in the Indian market. The affinity of Millennial and Gen Z consumers toward K-beauty products is continuing to grow rapidly and the growing trend has made it evident that the K-beauty wave in India isn’t just a passing breeze.

With inputs from Anurag Kedia, Co-founder and CEO, Pilgrim.

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