Korean beauty, or K-beauty, has taken the Indian market by storm with its unique formulations, sleek packaging, and effective results. Over the past few years, top Korean brands have not only built a loyal customer base in India but also overtaken many Indian beauty labels in terms of popularity, innovation, and sales.

Brands like Innisfree and Laneige became early pioneers, offering eco-friendly skincare and hydration-focused products that appealed to Gen Z and millennials. Etude House brought quirky, fun packaging with affordable prices, while Cosrx gained trust through its science-backed, skin-friendly formulations like the cult-favorite Snail Mucin Essence.

Meanwhile, The Face Shop introduced sheet masks and daily skincare essentials, and Dr. Jart+ entered the premium derma-cosmetic space with solutions like its Cicapair range. Missha and Sulwhasoo catered to anti-aging and luxury skincare seekers, while Banila Co became famous for its Clean It Zero cleansing balm. Emerging brands like KorinMi are now attracting conscious Indian buyers with vegan, cruelty-free, plant-based products.

From affordable to ultra-luxury, these K-beauty brands are shaping consumer choices, driving India’s skincare revolution, and reshaping competition for homegrown beauty companies.