How Korean beauty products and treatments are transforming the skincare landscape in India |

Over the last decade, Korean beauty (K-beauty) has quickly become a significant player in the Indian skincare market, with its innovative formulations, unique ingredients, and multi-step skincare routines gaining immense popularity. From snail mucin to Cica (Centella Asiatica), K-beauty products are capturing the attention of Indian consumers who are increasingly seeking effective and personalized skincare solutions. The trend is not just a passing phase; it is reshaping how skincare is perceived and practiced in India, with a strong focus on hydration, glowing skin, and gentle yet effective formulations.

K-Beauty’s meteoric rise in India
Korean beauty brands have successfully tapped into the growing Indian demand for high-quality skincare, driven by consumers who are becoming more aware of their skincare needs and the ingredients in their products. According to data from Statista, the Indian skincare market was valued at approximately $11.4 billion in 2021, with projections to grow at a compound annual growth rate (CAGR) of 6.5% over the next few years. The rapid rise of K-beauty products in India is a key contributor to this market growth.
A study by Mintel shows that over 60% of Indian skincare consumers are increasingly willing to spend on premium products, with many gravitating toward skincare brands that offer natural ingredients and proven effectiveness—two areas where K-beauty excels. Reshbha Munjal, Co-Founder of KorinMi, notes, “Korean beauty products and treatments are truly transforming the skincare landscape in India, offering clear, visible benefits that resonate with those who seek radiant, healthy skin. One of the reasons K-beauty is capturing the Indian market so effectively is because the results are tangible—each treatment offers an undeniable ‘before-and-after’ difference.”
This focus on visible results has made K-beauty an appealing choice for Indian consumers who are used to a more minimalistic skincare approach. Brands like Innisfree, The Face Shop, Dr. Jart+, and Laneige have quickly become household names, with products like sheet masks, essences, and serums seeing widespread use across the country.

The appeal of glass skin and hydration
One of the hallmark concepts of K-beauty is the pursuit of “glass skin” – a clear, dewy, and radiant complexion that is often considered the epitome of skincare. The notion of achieving flawless, luminous skin has resonated strongly with Indian consumers, many of whom struggle with concerns like uneven skin tone, dryness, and dullness due to the country’s diverse climate and pollution levels.
Anmol Dua, a prominent content creator, shares, “K-beauty and its mark in the Indian skincare and beauty industry is more than just a trend—it has transformed the way skin and skincare is perceived, mixed with the ideology of not just being sustainable but also innovative. The increasing public knowledge of ingredients, along with the widespread use of sheet masks, serums, and toners, has made extensive skincare routines a norm that Indian consumers can’t get enough of.”
In India, where skin types vary widely across regions—ranging from dry, oily, to combination skin—the emphasis on hydration and skin barrier repair through K-beauty has been particularly beneficial. Hydration-focused products such as essences, hydrating toners, and moisturizing creams work well with India’s hot and humid climate, offering instant moisture and a long-lasting glow.

The growing influence of K-Beauty influencers
Another key factor in the success of K-beauty in India is the growing influence of social media and influencers. Indian beauty influencers and YouTubers have played a crucial role in introducing Korean skincare routines to a mass audience, demystifying multi-step skincare regimens, and showing how K-beauty can be adapted to different skin types.
Prableen Kaur Bhomrah, a well-known skin and body-positive influencer, states, “K-Beauty has revolutionized skincare in so many ways, especially Indians really look forward to their products because we love problem-solving products and they do that exactly! We love products that deliver real results, and K-Beauty’s focus on hydration, glowing skin, and unique ingredients like snail mucin fits perfectly.”
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The success of K-beauty influencers has been amplified by the rise of Instagram Reels, YouTube tutorials, and TikTok-style content, which have further opened up the world of Korean beauty to Indian consumers. Influencers regularly share their experiences with K-beauty products, from snail mucin serums to propolis-infused moisturizers, offering product reviews, routine suggestions, and tips on how to achieve the coveted glass skin look.
This influencer-driven culture has cultivated a growing, knowledgeable audience that trusts K-beauty products and is more likely to purchase them. As consumers continue to experiment with multi-step skincare routines, K-beauty has become a central part of the Indian beauty ecosystem.

K-Beauty innovations and market expansion
As the K-beauty wave continues to sweep across India, the sector is evolving rapidly, with brands continuously innovating to meet the diverse skincare needs of Indian consumers. Korean beauty companies are adapting their formulations to suit the unique skin types and climatic conditions of India, creating products specifically designed to target issues such as pigmentation, acne, and dark circles, which are prevalent in the Indian demographic.
Akshay Oswal, Co-founder and CEO of Océglōw, observes, “K-Beauty has reshaped global skincare, and its influence in India is undeniable. The rise of K-beauty influencers shows a genuine connection between Indian consumers and Korean beauty principles like gentle, effective formulations. As Korean beauty brands expand in India, they’re not only bringing new products but also a fresh approach to self-care rooted in innovation and science.”
Many brands are now launching tailored K-beauty collections for Indian consumers, taking into account the weather conditions and skin concerns typical in India. For example, formulations that address dark spots and hyperpigmentation are gaining popularity, alongside products that provide extra moisture and protection from pollution.
According to Chirag Bhatia, Product Lead at Quench, “Korean beauty is known for the latest skincare innovations and unique ingredients like snail mucin, cherry blossom, rice water, and Cica, which are also trending in India, leading to growing consumer interest. Social media and influencers have further opened up the world of K-beauty to Indian consumers—breaking down K-beauty routines and further catalyzing the demand for these products.”

The future of K-Beauty in India
The future of K-beauty in India is bright, with continued growth expected in the coming years. The market for K-beauty products is projected to continue expanding as more Indian consumers adopt multi-step skincare routines and seek personalized skincare solutions. As the demand for high-quality, effective, and natural skincare products grows, K-beauty will remain a driving force in India’s beauty landscape.
However, Dr. Manali Padhye, an Aesthetic Physician and Cosmetologist, advises caution: “The rise of Korean beauty products in India is undeniably linked to the influence of social media and the growing diversity in content consumption. Korean brands are at the forefront of beauty innovation, consistently introducing new ingredients, formulas, and techniques that set high standards in the industry. However, it’s important to approach every new brand with consideration. Always perform a patch test before using any product, especially those with active components, to prevent allergic reactions.”

Korean beauty is not just a passing trend, it is revolutionizing the Indian skincare market by introducing innovative products, cutting-edge ingredients, and multi-step skincare routines that cater to the diverse needs of Indian consumers. From hydration to problem-solving treatments, K-beauty offers accessible, effective, and personalized skincare solutions, making it a staple in many Indian households. As influencers continue to share their experiences and educate audiences, K-beauty’s footprint in India is set to grow even further, establishing itself as a major force in the future of Indian skincare.