Why Indians are hooked to Korean beauty brands
Rice, water, sheets, translucent skin... our love affair with Korean beauty products and skincare rituals is blooming. Here is why we are hooked to the K-beauty trend.
Any ‘K’ series magically has the charm to become a cult sensation. Remember TV-serial producer Ekta Kapoor’s K-series of soap operas? Or the other big ‘K’ from the West— Keeping Up with the Kardashians? Every show was a mega success and the audience obsession with it, unparalled! Well, another K-trend (but this time from East Asia) has hit Indians again. While we were still trying to follow ‘viral’ Korean skincare rituals, the Indian beauty industry welcomed Korean beauty brands, and it’s safe to say that they are all rage currently. However, with an array of established brands in India, why are Indian consumers gushing over Korean products? You say sheet mask and most of us will think of The Face Shop and talk about the goodness from Jeju Island and Innisfree pops up in our mind. Basically, Korean products are all over the market, and now, on our dressers. Here’s why these K-beauty brands are worthy of our obsession:
Skincare first: Thankfully, someone emphasised on the fact that only healthy and beautiful skin can make make-up look good. Koreans do not believe in covering blemishes and spots with make-up but in developing products that can get to the root cause of the issue.
Natural Ingredients: Reason behind the Korean tanslucent, clear skin— natural ingredients. Not trusting chemicals, their products have higher focus on natural or naturally-derived ingredients.
Innovation: Cushion foundation, CC creams and Blemish balms, Koreans have always been a step ahead in product innovation and we don’t mind catching up with them by using their products.