A decade ago, the idea of layering ten skincare products before stepping out would have sounded excessive, even frivolous, to the average Indian consumer. Fast forward to 2025, and K-beauty, shorthand for Korean beauty, is no longer a niche obsession of skincare aficionados. It’s a booming category reshaping India’s Rs 16,000-crore beauty and personal care (BPC) market, one serum at a time.
“There were fewer than five Korean skincare brands in India just ten years ago. Now there are over 60 available across e-commerce and quick commerce platforms,” Anand Ramanathan, Partner, Consumer Products and Retail Sector Leader, Deloitte India, told financialexpress.com. “The segment has been growing at a CAGR of 10–12%, with product volumes quadrupling since 2020. It’s one of the fastest-growing international beauty categories here.”
Not just a trend
The shift, industry insiders say, is not just about trends but a transformation in how Indians perceive skincare. “Korean skincare is growing at over 85% year-on-year on kindlife. This isn’t just a trend, it’s a category transformation,” Radhika Ghai, Founder and CEO of kindlife, a wellness e-commerce platform, noted. “Gen Z and millennials are now choosing performance-driven, ingredient-led beauty with visible results. For many, K-beauty is no longer a curiosity; it’s the backbone of their daily routine.”
Kindlife reports that repeat purchase rates in Korean skincare are 25–30% higher than in other categories, with customers typically returning to buy toners, serums, and barrier creams within 40–50 days. This stickiness is echoed by ecommerce major Myntra.“Search queries for K-beauty have grown over 300% on our platform, and we’re seeing demand not just from metro cities but also Tier II and III cities like Ludhiana, Jaipur, Patna, and Bhopal.” Deepak Joshi, Senior Director – Category Management, Beauty and Personal Care, Myntra, added. Year-on-year growth in the category is around 200%, with brands like CosRx, Beauty of Joseon, The Face Shop, and Laneige leading the pack.
The cultural crossover
While the “glass skin” aesthetic, smooth, luminous, hydrated skin, may have originated in Seoul, its Indian reinterpretation is more climate-conscious. “We see consumers adapting the layering ritual into 3–5 step routines,” Mini Sood Banerjee, Assistant Director and Marketing Head at Amorepacific India, added. The South Korean giant, which owns brands like Innisfree and Laneige, entered India in 2013. “Instead of chasing a super-dewy finish, Indian users are seeking a clean, calm, healthy glow.”
Innisfree’s early bet on India seems to have paid off. From being a relative unknown a decade ago, it’s now among the most recognised K-beauty names in the country, with its green tea and cica-infused products tailored to Indian skin types and weather.
What’s perhaps most notable is K-beauty’s penetration beyond metros. According to Kindlife, over 40% of their K-beauty orders now come from Tier II and III cities. “Social media has changed discovery patterns. A consumer in Bhopal is just as likely to ask about ceramides or niacinamide as someone in Bandra,” Ghai commented. “It’s a beauty revolution rooted in aspiration and access.”
At The Bath and Care (TBC), nearly 60% of revenue is now driven by Korean-origin or K-beauty-inspired products. “We’ve seen success with formats like collagen jelly and hydration serums. But it’s not just about importing ideas, we blend global innovation with Indian needs,” Kushesh Bansal, co-founder, The Bath and Care, noted. “Consumers are adopting hydration-first routines, but in a simplified format, three to five products that deliver glow and protection.”
This pragmatism is being matched by a growing confidence in full-sized products. Kindlife reports that 60% of repurchases are for standard SKUs in the Rs 800–Rs 1,500 range, with trial-size formats now serving niche purposes like gifting or travel.
Beyond the mask
What started with sheet masks, K-beauty’s gateway drug, has now expanded to cleansers, serums, ampoules, and even novel formats like needle serums. At ACELABS, Korean-origin SKUs make up 50–60% of Indian revenues. “Sheet masks led the charge, but now ampoules and cleansers are catching up,” Amar Srivastava, CEO and Founder, ACELABS, said. “Glass skin is becoming a relatable goal for Indian consumers. We see evolving routines that include cleansing, toning, ampoules, moisturising, and sunscreen.”
The growing trust in K-beauty is also evident in the shifting price perception. “Price remains important, but functionality trumps affordability now,” Srivastava said. “Consumers are willing to pay a premium for products that work.” Amorepacific echoes this. “When we launched in 2013, we had to justify the price point,” Banerjee said. “Now, ingredient-aware consumers are driving demand. Trust and efficacy often outweigh price concerns.”
A perfect storm of factors, the Hallyu wave, social media-driven discovery, and clean-label innovation, has propelled K-beauty into Indian homes. Regulatory facilitation like the India–South Korea CEPA (Comprehensive Economic Partnership Agreement), which enables duty-free imports, has further eased the runway.
But beyond trade routes, it’s ritual-based skincare that has struck a chord. “Korean beauty’s multi-step routine offers not just results, but indulgence — a sense of self-care,” Ramanathan added. “Unlike Western brands that focus on clinical efficacy or Indian brands that rely on Ayurveda, K-beauty appeals to those seeking personalisation, performance, and experience.”
Is there a ceiling?
Signs of saturation are emerging, particularly in metro markets, where discretionary spending may plateau. Deloitte’s consumer survey indicates that only 14% plan to increase lifestyle purchases like skincare, while 32% expect to reduce them. Yet, Tier II and III cities remain fertile ground, bolstered by influencer-led discovery and digital access. With Indian brands increasingly adopting K-beauty’s packaging, aesthetics, and even ingredients, the lines between categories are beginning to blur. Some see this as a wake-up call for homegrown players.
“There is space for an ‘I-beauty’ movement, rooted in Ayurveda 2.0, modern packaging, and storytelling around ingredients like turmeric and ashwagandha,” said Ramanathan. “But it will require serious investment in R&D, digital strategy, and brand building.”
The fine print
For all its success, the category is not without challenges. Regulatory compliance under the CDSCO is stringent, with importers required to register each product, pay per-variant fees, and ensure BIS compliance. Some formulations, particularly those with whitening claims, also invite ethical scrutiny around colourism, a concern that looms larger in India’s evolving beauty discourse.
And while global tariffs (like the 25% on Korean imports in the US) have no immediate bearing on India due to CEPA, a future policy shift could impact prices and demand. When South Korea exported an ideology through the beauty products, Indian consumers, already weary of the chalky fairness creams and one-size-fits-all solutions, were ready to listen. Will it sustain a wave of another beauty trend is the question worth asking.