The K-Beauty Effect: Transforming Indian Beauty Ideals

Korean beauty, often referred to as K-beauty, has gained significant popularity worldwide in recent years. In India as well, there has been a notable shift in focus from Western to Korean beauty and the associated art of layering. The Western aesthetic focus has always been on enhancing and highlighting features (contouring/ lip plumpers, prominent arched brows) whereas the Asian aesthetic has been focused on looking more natural (glass skin, subtle blushes, almost no contouring or bronzing). Korean beauty ideals have shifted the discourse of skin from the typical lightening benefits that were popular earlier to achieving healthy and glowing “glass skin.”

It's interesting to note that beauty routines have become more product-intensive thanks to the Korean concept of layering skincare. Korean Beauty is well-known for its multi-step skincare routine, which typically involves cleansing, toning, treating, moisturizing, and applying sun protection. Leading to an increase in the average number of beauty products used in daily skincare routines.

When it comes to skincare, the ingredients are more nature-focused vs. the western ingredients which are perceived to be harsher.

The acceptance of the Asian influence has been so strong that even well-known Western/ European brands like Lanc?me, Origins, Estée Lauder, and Charlotte Tilbury have shifted to Asian-inspired products like hydrating toners (vs. alcohol-based ones which were available earlier) and sheet masks. Sheet masks are the most iconic product inspired by Asian brands.

We have also seen Indian companies launch K-beauty brands – for instance, Quench Botanics – launched by Sugar Cosmetics. It merges Korean skincare techniques with the needs of Indian skin. Indian consumers are drawn to the clean beauty promise, particularly the use of natural ingredients, like Bamboo, Ginseng & Yuzu. This preference is rooted in a deep cultural familiarity with natural ingredients, passed down through generations.

While India is currently besotted by all things Korean, especially K-beauty, it remains to be seen if this is just a passing fad. K-Beauty does have all the right prerequisites - formats, ingredients, nature-based efficacy - that appeal to Indian consumers. This is likely to have a lasting impact on Indian beauty regimes for the foreseeable future.

Written by Reema Notani

Senior Client Director