K-beauty is having its moment in India as brands strive to get the glow back

Indian brands are increasingly chasing K-beauty, skincare and cosmetic products based on the South Korean beauty regimen known for its unique ingredients like snail mucin and Jeju volcanic ash for a hydrated, glowing complexion, often called ‘glass skin’. But Korean brands are swooping in too.

​Indian brands are increasingly chasing K-beauty, skincare and cosmetic products based on the South Korean beauty regimen known for its unique ingredients like snail mucin and Jeju volcanic ash for a hydrated, glowing complexion, often called ‘glass skin’. But Korean brands are swooping in too.