The Korean beauty wave-famously called K-beauty-has officially entered Indian homes. With its promise of "glass skin," natural glow, and lightweight layering, Indian consumers-especially Gen Z and millennials-are switching from DIY remedies to sheet masks and snail mucin serums.

What makes K-beauty so appealing? Its multi-step routines focus on hydration, prevention, and glowing results rather than just treatment. Unlike heavy creams or fairness-centric products once popular in India, K-beauty emphasizes skin health over skin color.

From brands like Innisfree, Laneige, to affordable ones like Cosrx and The Face Shop, online platforms like Nykaa and Amazon are flooded with Korean products. Even Indian influencers and dermatologists are vouching for their benefits.

However, experts still advise users to read labels, know their skin types, and not blindly follow trends.

K-beauty’s rise marks a big shift in how young Indians view skincare-not as a fix, but as a self-care ritual. And with rising awareness and access, this trend isn’t slowing down anytime soon.