South Korea's cosmetic industry has influenced the Indian women and set up the pace for Indian beauty regimen.

South Korea is undoubtedly a world pioneer when it comes to beauty products. Its beauty industry has a stature for using exotic ingredients, such as mushroom, bee venom, starfish extract, ginseng, snail slime, etc for effective results and high-quality standards. Packaging is innovative and fun of products like sheet masks, ampoules and hand creams. Their approach to beauty is to put skin at the heart of the beauty regime; they focus on hydration and naturally healthy skin with minimal makeup.

Although India has its own beauty culture, drawing on ancient traditions such as Ayurvedic medicine, various home remedies etc, Korea's approach to beauty still reverberates with Indian consumers. The Internet especially YouTube is flooded with the famous multiple (10 -15) steps Korean beauty regimen includes like dual cleansing, series of sheet masks, essences, serums, moisturizers wrapping up with sunscreen and a thick, gloppy cream at night unlike the American beauty regimen of only cleansing, toning, moisturizing.

Sheet masks are perhaps K-Beauty's most effective contribution to the world of skin care because they deliver a saturated dose of enhancement, be it any skin type. They're an easy add-on and come in a single-dose package. Korean brands are aggressively targeting the Indian market making inroads particularly in the northeast and in major cities such as New Delhi, Kolkata and Bangalore. Brands such as Innisfree are expanding their reach and planning new physical stores across India. They have recently opened an outlet in Khan Market, Delhi. Internet seems to play a key role in expanding Korean beauty strategy.

The launch of Korean beauty brands like The Face Shop in the Indian market actually led to an overall increase in skincare sales on beauty eCommerce platform like Nykaa India. South Korea's beauty industry is heavily supported by the government. With few natural resources, Korea is keen to encourage exports, leaving no stones unturned, the face shop took a few bloggers/YouTubers to Korea in order to market their products and Korean skincare.

It's interesting to know that while Indians are going gaga about the Korean skincare products, Koreans are crazy for various products by Himalaya (Indian company)". One of the first few questions the Koreans ask whenever they visit India is that where they can find Himalayan products" says Jagadeesh Reddy from the Korean Cultural Centre, Delhi. In an interview with Suhena Mehra, cultural coordinator at the Korean cultural India she said, "The impact of Korean skincare is not as overwhelming as we were expecting, moreover everything starts and ends with k-pop for us. We were introduced to Korea through Korean dramas first." A fascinating aspect of Korean beauty regimen coming to India is that the Indian companies are using Korean techniques and ingredients to sell their products now, for instance, Nykaa has come up with its own sheet masks and a brand named Citra. Nykaa is selling its fairness cream claiming it to have Korean pearl extracts.

Korean cosmetics have become popular among the Indian women. As part of the growing fascination in the products budding models have gotten fascinated with the new beauty trends in the South Korea, The popularity of Korean Television dramas, including soap operas and fictional mini-series (k-pop), have been the main force behind the explosion of Hallyu, the Korean wave in many countries leading with of K-beauty and K-fashion spilling into India as well.