how Korean beauty products are revolutionising the India’s skincare market

K-beauty is synonymous with ‘glass skin’ across the globe. However, its popularity in India has only been experienced in the last three to four years. While the pandemic and work from home have limited the usage of color cosmetics, the skincare routine has become big. Will K-beauty ride this wave and make the competition tougher for legacy brands?
For a long, Indians have been heavily influenced by the fashion and beauty trends set by the West. Ask the generation that was introduced to American popular series like Friends, How I Met Your Mother, and Sex and the City about their style icons. Chances are the reply would be Carrie Bradshaw or Rachel Green.