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Glow Goals: How K-Beauty Became India’s Youth Obsession


Updated: July 19, 2025 11:38

Image Source : HomeGrown
Korean skincare, once a niche indulgence, has exploded into a fullblown cultural phenomenon among Indian youth. From snail mucin serums to 10step routines, Gen Z and millennials are embracing Kbeauty not just for flawless skin—but for its ritualistic, selfcare vibe.
 
Why KBeauty Clicks with Indian Youth
  • Gentle, layered routines align with India’s climate and skin diversity, offering hydration without harsh chemicals.
  • Natural ingredients like rice water, ginseng, and centella asiatica resonate with India’s own ayurvedic heritage.
  • The “glass skin” aesthetic and playful packaging make skincare aspirational and Instagramworthy.
Digital Discovery and Pop Culture Power
  • Kpop idols and Kdrama stars have fueled the craze, turning skincare into a lifestyle.
  • Social media hauls, tutorials, and transformation reels have made Kbeauty accessible and desirable.
  • Ecommerce platforms report up to 75% yearonyear growth in Kbeauty sales, with Tier 2 cities joining the glowup.
Market Impact and Cultural Shift
  • Imports of Korean skincare have surged over 63% annually since 2020, with brands like COSRX, Laneige, and Mixsoon topping charts.
  • Indian consumers are moving away from fairness creams toward sciencebacked, inclusive skincare.
  • Local brands are now remixing ayurvedic ingredients with Kbeauty formats, signaling a new fusion wave.
Challenges and the Road Ahead
  • Dermatologists caution against blind product use and stress the need for skintype awareness.
  • Counterfeit products and overconsumption remain concerns, but the demand for clean, effective skincare is undeniable.
Sources: Times of India, Fortune India, India Today, MSN News, Fela News, Style Lounge, The KBeauty Phenomenon in India (Style Lounge)

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