South Korea has gained immense popularity in recent years. From K-dramas to Korean music artists, to Korean foods like Ramen, there has been cultural domination of all things Korean, in the world. The Korean beauty and skincare industry is yet another famous one from the lot. This market has been growing rapidly in recent years and has gained a lot of attention from consumers. Laneige, a top Korean skincare brand has announced Athiya Shetty as its brand ambassador for the Indian market. 

An Organic Approach

Korean skincare products are known for their innovative ingredients and formulations, as well as their emphasis on achieving a flawless, youthful complexion. One of the key factors driving the growth is the increasing demand for natural and organic products. These brands have been quick to respond to this trend, and many now offer a range of products that are free from harmful chemicals and synthetic ingredients.

Korean Skincare products | Athiya Shetty

The Famous Korean 10 step glass skin routine

Korean skin care products are also known for their10 step glass skin routine which typically involves several products that are applied in a specific order. This approach has been the Holy Bible for many skincare experts because it results in radiating skin which looks hydrated and nourished.

Korean Skincare for glass skin
Tiffany Hwang

The 10-step glass skin routine has grown the market for Korean skincare products. The market was valued at USD 8.30 billion in 2021 and is expected to grow to USD 18.30 billion in 2023.

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4 Famous Korean Skincare brands


Laneige is one of the most successful Korean skincare brands in India. With the emergence of Athiya Shetty as the brand ambassador of Laneige India, the brand only wishes to further establish itself vis-a-vis the Indian Market. Athiya’s passion for skincare along with her glowing skin, make her a rather obvious choice to be the face of Laneige India.

Laneige products such as Water Sleeping Masks, Lip Sleeping Masks and Water banks are very popular among Indian consumers. Going by the vast reviews of these products on various e-commerce websites, they have been effectively delivering results and are growing by the day.


Innisfree is yet another favourite of Indians. If you have scrolled through the skin care aisle at the mall or departmental store, you are bound to have spotted products from Innisfree. The brand, which was founded in 2000, sources most of its ingredients from Jeju Island in South Korea.

Most sought-after Innisfree products include the Anti-pollution sunscreen and the hydrating sheet masks for the face, hands and feet. The one-time use- hydrating sheet masks are extensively demanded by Indian consumers and are sold out quickly.

Dear Klairs

Dear Klairs is a highly desired brand for skin care products in India. Founded in 2010, the brand is vegan, cruelty-free and environmentally safe, that uses no harsh ingredients but offers a range of clean and safe products that are highly effective.

The Dear Klairs Stabilised freshly juiced Vitamin C Drop is a hot cake that rejuvenates your skin without using any harmful ingredients. The goodness of Vitamin C is great for skin giving it a glow from within.


Cosrx is a brand known globally for its elegant products. With a minimalist design and minimalist packaging, Cosrx is a brand picked instantly by the “sophisticated buyer.” Cosrx believes in extensive research and uses ingredients that have been scientifically proven to deliver amazing results. 

Korean Skincare- Cosrx Acne Pimple Master Patch
Ohlolly Korean Skincare Online Shop

The Acne + Pimple Master Patch from Cosrx is their best-selling product to get rid of stubborn pimples and acne. It helps in treating and controlling acne through its effective ingredients that are suitable for all skin types.

Athiya Shetty, an Indian, has entered the Korean skincare industry as a brand ambassador, her established following and her radiating skin will open new avenues for Korean Skincare products for Indian consumers.