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.

Hair - - Contents -

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.

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