Here’s how South Korean beauty brands are captivating India

If you ask experts to call a country obsessed with beauty and skin care products, South Korea will top the listing. According to diverse research, women in South Korea spend two times as an awful lot of their profits on beauty and makeup as their closest opposite numbers in America.

Interestingly, as in line with various enterprise reports, South Korea is the 8th largest cosmetics market in the international, representing almost three.Zero% of the global marketplace. In 2016, the market length becomes expected to be about USD 7.1 billion; and has grown at an annual boom fee of eight.2% for the remaining five years.

From snail slime to synthetic snake venom, the South Asian u. S . I thought for using weird combos inside the call of splendor. The international become brought to BB, CC creams and now cushion generation, via a number of the leading Korean manufacturers. With those improvements, large businesses are aggressively tapping new markets, and India is the modern day.

Innisfree is the primary Korean cosmetic brand that entered India with one hundred% FDI. “India turned into the primary precedence after starting in most of the South East Asian international locations, for AmorePacific (Innisfree’s parent enterprise). Customers here are slowly transferring to herbal products which are chemical free, and subsequently, we assume it is the right time to be right here,” said Doyoul Lee, coping with the director of Innisfree India.

Currently, Innisfree has five shops in Delhi NCR and Mumbai. Lee cited that they’ll open two greater shops in Mumbai this year, and will expand to Bangalore, Kolkata and other towns in coming years.



While most of the call for Innisfree is coming from the metros, like New Delhi, Mumbai, Kolkata, Bangalore and Chennai, the north eastern states also are rising sales of the emblem right here. “North East areas have large fans of Korean subculture, K Pop tune, and Korean dramas. They even observe the 10-step Korean beauty ritual,” knowledgeable Mini Sood Banerjee, advertising supervisor of Innisfree India.

As some distance as advertising and marketing is concerned, Banerjee points out an interesting fashion, “Our average patron spends around 15-20 minutes online in a day for fashionable surfing. Hence, commercials on Facebook, Instagram and Nykaa (the brand’s professional e-trade companion) are of excessive precedence for us.”

So here’s the interesting part, Nykaa has attracted many international manufacturers to go into the USA, and from the K-Beauty portfolio (as the class is called), the other emblem that’s making noise is The Face Shop.

According to Mihir Parikh, leader business officer, Nykaa, both those brands, have grown to be the pinnacle 10 brands for the e-trade platform and make a contribution to eight% of their average sales.

He further stated, “The launch of those manufacturers has resulted in a 15% increase in skin care income on Nykaa.” Parikh also told us, Nykaa is making plans to launch any other 5 Korean beauty, skincare, and makeup products earlier than the case of this yr.

As ways advertising these merchandise, virtual is the only platform that Nykaa is currently betting big on. Recently, The Face Shop crew invited the Nykaa team to Korea to go to their laboratory and talk with their experts to create content material that will provide its customers a higher know-how of their merchandise, elements, and improvements.

When we requested Diane Lee, The Face Shop’s logo supervisor for the distant places marketplace, her thoughts on India as a market; she observes that the lifestyle and beauty patterns are converting to extra dynamic methods in India. Interestingly, the emblem believes that the Indian Splendor marketplace, in contrast to the K beauty marketplace, is moving from makeup to skin care base.

According to Lee, the K-Beauty has got quite a few recognition due to YouTubers, bloggers, Instagram influencers from across the globe.

“We are present in extra than 30 international locations global but in the different markets, beauty is a completely saturated enterprise. India is still new yet the potential is so large that one in every of our key biz strategically positioning for 2017 is focusing here. Our next huge approach is to give you progressive merchandise just for this market,” stated Lee.

While we do see a hobby in these manufacturers, is there room for more?

Brand Consultant, Harish Bijoor, is of the opinion that, Korea is a sophisticated splendor marketplace. “Products from Korea are certainly searching on the value-brought phase proper at the pinnacle. Quite apart from the fundamentals, Korean merchandise is bringing their learning from the mother marketplace, as well as from the markets of China into India. The idea is to appear the niche top-give up of the market as nicely. Hence, I do trust there will be the area for all. Natural merchandise will rub shoulders with the chemical. Both have an area and maximum clearly a role,” he concludes.