How K Beauty is shaping the future of Indian skincare and changing the way brands market beauty

How K Beauty is shaping the future of Indian skincare and changing the way brands market beauty

Authored By: Mini Sood Banerjee, Deputy Director & Marketing Head, Amorepacific India

K-Beauty has come a long way in India. What started as a niche category, driven largely by the popularity of K-dramas and K-pop, has become a major influence on how Indian consumers approach skincare. While concepts like glass skin, innovative formulations and playful packaging initially attracted consumers, it was the philosophy behind K-Beauty that truly created a lasting impact

Having worked with Korean beauty brands including Innisfree, Laneige, Sulwhasoo, and now ETUDE, I have seen this evolution up close. In the early days, our challenge wasn’t just introducing products, but helping consumers understand a new approach to skincare—one built around consistency, prevention, and understanding what your skin needs

Gen Z has taken this conversation even further. They discover products through creators and social media, but they also research ingredients, read reviews and make informed choices. Even the idea of glass skin has evolved from flawless-looking skin to healthy, hydrated and well-cared-for skin

This shift has also changed the way brands need to communicate. Consumers today want transparency, education and authenticity rather than just product claims. Creator-led events, immersive experiences and community-driven conversations are becoming equally important in building trust and meaningful connections

What excites me most is that India is no longer simply following global K-Beauty trends. Indian consumers are increasingly informed, and their expectations are influencing how beauty brands innovate and communicate for this market

For me, K-Beauty’s biggest impact is not that it made glass skin a household term. It made an entire generation more curious, informed and invested in skincare. That change in mindset will continue to shape the future of beauty in India

DISCLAIMER: The views expressed are solely those of the author, and Adgully.com does not necessarily subscribe to them

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AG Voice25-Aug-2026Mini Sood BanerjeeDeputy Director & Marketing HeadAmorepacific India