K-beauty’s India moment: From drama to derma, how Korean skincare is winning the next billion

Once a niche indulgence for skincare loyalists and K-drama enthusiasts, Korean beauty, or K-beauty as it’s widely known, is quietly entering its next phase in India. Long dominated by legacy brands and homemade remedies, the Indian beauty market is undergoing a shift, led by Gen Z and Gen Alpha.

“Gen Z and Gen Alpha are at the heart of the K-beauty wave in India,” says the spokesperson of Tira, Reliance Retail’s beauty and personal care platform. “They’re not just consumers, but active discoverers who dive deep into ingredients, rituals, and product efficacy. Their love for skincare routines — with steps like double cleansing and layering serums — aligns perfectly with the K-beauty philosophy, which is rooted in ritual and long-term skin health.”

Although Korean beauty products still make up less than 5% of India’s $16-billion beauty and personal care market, the momentum is unmistakable and there is data to back this up. Imports of Korean skincare have risen over 63% annually, with product volumes quadrupling since 2020. According to internal research by Amorepacific, a Korean beauty company, over half of Indian beauty consumers have already tried K-beauty—a number unthinkable a decade ago.

“India still has a small share of the global K-beauty pie, but the growth potential here is massive,” says Paul Lee, Managing Director & Country Head, Amorepacific India. “Our CAGR from exports to India over the last five years is close to 50%—the highest among all our markets.”

The digital beauty bridge

Instagram, YouTube, and a boom in Korean cultural content have collapsed the traditional lag between trend creation and trend adoption. “What’s hot in Seoul today can be trending in Mumbai tomorrow,” Lee adds.

Siddharth Bhagat, Director at Amazon Fashion & Beauty, agrees. “K-beauty has evolved from a niche category to a major growth driver. It’s growing ~75% year-over-year on Amazon, and Gen Z—who make up over 45% of our beauty customer base—are at the forefront of this trend. They want authenticity, innovation, and science-backed products.”

K-beauty’s appeal lies in its focus on long-term skin health and high-performance formulations. Bhagat notes a surge in demand for ritualistic, results-driven skincare, particularly in urban markets like Delhi, Mumbai, and Bengaluru. “We’re also seeing traction in Tier 2 cities, especially for trial SKUs like sheet masks and minis.”

The first mover advantage

Innisfree, Amorepacific’s flagship brand, was among the earliest to spot the wave, planting its flag in Delhi’s Khan Market back in 2013. “We were the only Korean beauty brand in India then. Today, there are over 60,” says Lee.

The brand’s portfolio has shifted from Indian-specific launches to global bestsellers. “Consumers now want the real deal,” he adds. This shift is backed by hard numbers: Korean skincare brands now account for around 15% of India’s skincare market.

On Tira, that momentum is clearly visible. “K-beauty is one of the most dynamic and fastest-growing categories on our platform,” the Tira spokesperson adds. “From cult favourites like COSRX and Laneige to niche finds like Mixsoon and TIRTIR, we’re seeing consistent growth and experimentation among consumers.”

Cracks in the glass skin

However, challenges remain. India is still a price-sensitive, offline-first market. And while e-commerce is growing, penetration remains low at just 13%.

Venu Nair, Chief of Strategic Partnerships and Omnichannel at Myntra, says, “On Myntra, K-Beauty’s demand is growing at an impressive 200% year-on-year. Nearly half of our international beauty customers are from Tier 2 and 3 cities. This reflects a growing aspiration for global trends beyond metros.”

Lee acknowledges that localisation is critical. “Lightweight textures and multi-step routines sometimes clash with Indian climates. But we’re adapting with India-specific campaigns and deeper investments in digital discovery.”

Tira has embraced this shift with a tech-first approach. “From skin analysers to virtual try-ons and Tira Tube explainers, our platform is designed to help users explore K-beauty at their own pace,” says the spokesperson. “We’re seeing rising interest from Tier 2 cities driven by influencer content and the desire for more sophisticated routines.”

The bigger picture

Zoom out, and K-beauty’s rise in India isn’t just about skincare. It’s about how global culture travels—through reels, reviews, and routines. It’s about young consumers moving away from fairness creams and DIY hacks in search of something more informed, inclusive, and effective.

As Paul Lee puts it, “The K-beauty wave in India is only just beginning. The next five years could be transformational.”