India embraces K-beauty: Korean sunscreen, glass skin among top searches by consumers

In response to a notable surge in consumer interest, leading Indian beauty retailer Nykaa has strategically embraced the fascination with Korean skincare, unveiling a curated selection of K-beauty products, along with exclusive content and events tailored to meet the growing demand within India.

Nykaa reported a remarkable uptick in search terms such as 'Korean sunscreen' and 'glass skin,' experiencing a 148% and 61% increase, respectively, this quarter. Additionally, the retailer witnessed a significant 50% growth in its top Korean beauty brands, featuring renowned global names like Sulwhasoo, Innisfree, Cosrx, and TonyMoly.

Anchit Nayar, the Executive Director and CEO of beauty e-commerce at Nykaa, proudly stated, "We boast the most extensive collection of Korean beauty brands in the market today, making us the preferred destination for consumers seeking these specific brands."

This strategic move aligns with Nykaa's commitment to identifying emerging beauty trends early on, showcasing the platform's ability to shape the industry landscape. Recognizing the burgeoning affinity for K-beauty among Indian consumers, Nykaa has not only expanded its product offerings but also launched a dedicated K-beauty store on its platform.

To further engage and educate consumers, Nykaa has introduced specialized content and events focused on K-beauty routines, brands, and products. Navar, a representative from the company, explained, "The Nykaa consumer is increasingly drawn to Korean beauty. In response to this trend, Nykaa has introduced a dedicated K-beauty store, complete with exclusive content and events to enhance the consumer experience."

However, amidst the growing interest, Nykaa identified a significant obstacle to beauty consumption in India—limited awareness, particularly regarding skincare routines. Navar emphasized that a substantial number of Indian consumers lack a consistent skincare regimen and are often overwhelmed by the plethora of available products.

In a groundbreaking move, Nykaa collaborated with over 100 dermatologists to develop I-Beauty, a skincare routine inspired by K-beauty principles but tailored explicitly for Indian skin types and climatic conditions. This routine, known as CSMS (Cleanse, Serum, Moisturize, Sunscreen), addresses the specific needs of Indian consumers and has proven to be a catalyst for growth in various skincare categories.

In a bid to overcome the awareness challenge, Nykaa initiated a comprehensive awareness campaign across major social platforms, including Facebook, YouTube, and Instagram. Navar shared, "Our brand partners and customers have responded positively. Over 60% of Nykaa's customers now shop for skincare on our platform, leading to a remarkable 35% year-over-year growth in serum sales and an impressive 85% year-over-year growth in sunscreen sales."

Nykaa's innovative approach not only caters to the evolving preferences of Indian beauty consumers but also establishes a blueprint for a more conscious and personalized skincare routine, harmonizing global beauty trends with local needs.