The report says that brands that balance pricing, perception, and performance are becoming leaders in the category
Emphasising that Korean beauty brands are changing India’s online beauty market through targeted launches, smart pricing, and growth based on credibility, a report has stated that K-beauty in India has seen a 35 per cent brand expansion and strategic pricing shift.
The report by Sciative Solutions tracked over 51,000 stock keeping units (SKUs) from 38 K-beauty brands on ecommerce marketplaces between October 2024 and July 2025. The growth is supported by consumer trust in proven formulations, a demand for ingredient-focused skincare, and timely promotions.
Laneige expanded its lineup from 62 to 87 SKUs. Similarly, the Face Shop grew from 77 to 104 SKUs, solidifying its leadership in variety. Meanwhile, newcomers like Anua, VT Cosmetics, Mixsoon, and Round Lab joined the market between May and July 2025, showing that Korean beauty remains appealing in India, the report explained.
“India’s K-beauty trend is shifting from novelty to value-driven loyalty. Brands that balance pricing, perception, and performance are becoming leaders in the category. AI-driven pricing intelligence will be crucial for maintaining that advantage,” stated Vijeta Soni, co-founder and Chief Executive Officer (CEO), Sciative Solutions.
The report points out that mid-priced brands with high ratings like Cosrx, Laneige, and Beauty of Joseon consistently outperform both luxury and budget brands. This trend indicated that quality and trust now matter more than blanket heavy discounts for growth. Around 30 percent of K-beauty brands altered their discount cycles in 2025, with February emerging as the most strategic month for launches and promotions, the report mentioned.
Premium brands such as Lisen and Mixsoon avoided steep discounts to protect brand value, focusing instead on perception-led growth. Tactical, moderate discounting by brands like Etude House, averaging around 18 per cent, proved effective in encouraging product trials and building loyalty without eroding brand equity, as per the report.
