Mini Sood Banerjee, Assistant Director and Head of Marketing at Amorepacific India, reflects on her two-decade-long journey in the beauty industry, the rise of K-beauty in India, and how brands must innovate to stay relevant in an evolving market.
In an industry where trends change as quickly as consumer preferences, Mini Sood Banerjee has witnessed and shaped the evolution of the beauty market in India. With over 20 years of experience spanning advertising, cosmetics, and luxury skincare, Banerjee has been instrumental in bringing Korean beauty to Indian shores. Currently leading the marketing efforts for Amorepacific India, she oversees powerhouse brands like Innisfree, Laneige, Sulwhasoo, and Etude. In this exclusive interview, she shares insights into her journey, the challenges of building brand loyalty, and what’s next for the beauty industry in 2025.
From Advertising to Beauty: A Career Shaped by Market Insights
Banerjee’s career began in the world of advertising, a foundation she believes every marketer should experience. “I started as an account executive in client servicing at a reputed agency, and I always tell my juniors—if you haven’t worked in an agency, you’re missing out on fundamental marketing insights,” she says. This early exposure to branding and consumer psychology paved the way for her transition into the beauty industry.
Her first foray into cosmetics was with Revlon in 2007, a time when the brand was at its peak in India. “Revlon was iconic. Everyone used their Super Lustrous Lipsticks. It was an exciting time—we launched skincare, haircare, perfumes, and mapped competition closely. I learned so much about brand positioning and market penetration,” she recalls.
Shortly after, she joined Biotique, where she spearheaded the launch of its color cosmetics range. “Not many know that Biotique had a makeup line. We launched it at Khan Market, and it performed really well, especially among international customers. It was a fantastic learning experience,” she shares.
Bringing K-Beauty to India: The Innisfree Phenomenon
In 2013, Banerjee became one of the founding team members of Innisfree in India. “We were the first Korean brand to enter India with 100% FDI, paving the way for others,” she says. It was a bold move in a market where K-beauty was virtually unknown. “We disrupted the industry with the sheet mask trend—people went crazy for it. Even big brands followed, but they couldn’t execute it with the same impact.”
Under her leadership, Amorepacific expanded its portfolio, launching Laneige in 2018, followed by Sulwhasoo and Etude. Today, she manages four major brands in India and is preparing for new launches. “India is a key market for us, and consumers are embracing K-beauty like never before. The demand is insane. For instance, we haven’t even launched Laneige’s Donut Lip Serum in India yet, and my Instagram DMs are flooded with queries,” she says.
The Changing Face of Beauty: Trends and Consumer Behaviour in 2025
Looking ahead, Banerjee predicts that hybrid skincare and minimalist routines will dominate. “Consumers are looking for multi-functional products. That’s why Innisfree’s Sun Serum—a 2-in-1 sunscreen and serum—is a game-changer,” she explains. Similarly, Laneige’s Donut Lip Serum taps into the global trend of tinted lip care. “Laneige already owns the lip category, but we identified a gap for a tinted lip serum. The donut-shaped applicator was designed specifically to appeal to Gen Z,” she adds.
Etude, another Amorepacific brand, continues to attract young consumers with affordable, multitasking products. “People love our water tints—they use them as lip colour, blush, and even eyeshadow. Consumers today don’t just buy products; they invest in brands that offer stories, trust, and experiences,” she states.
Challenges and Opportunities: The Reality of Building Beauty Brands
The beauty industry has faced seismic shifts post-Covid, from supply chain disruptions to changing consumer loyalties. “Consumer loyalty is a thing of the past. Every season brings new preferences, and brands must constantly innovate,” Banerjee says. When Innisfree first launched, one of the biggest challenges was educating Indian consumers about K-beauty. “We organised offline events, collaborated with influencers, and worked closely with the media to explain why Korean skincare is ideal for Indian skin,” she recalls.
Even today, awareness remains a challenge. “People still mispronounce Korean brand names—Innisfree gets confused with another brand, and Sulwhasoo is tough for many to say. Educating consumers about our luxury range is an ongoing effort,” she notes. Pricing is another hurdle, particularly for high-end brands like Sulwhasoo. “A tiny 8ml bottle of First Care Activating Serum costs Rs 850, and full-sized products go up to Rs 18,000. Convincing consumers of their value requires a strong educational push.”
The pandemic presented its own set of challenges. “For three months, we couldn’t sell anything. Nykaa, our biggest partner, was shut down. I had to close all Innisfree stores. That’s when we pivoted to digital—live sessions with trainers, experts, and influencers talking about skincare at home. This shift was crucial in making people realise the importance of self-care,” she says.
Interestingly, the pandemic also broadened Amorepacific’s consumer base. “More men are investing in skincare now. Earlier, it was a niche, but today, our Super Volcanic range and Laneige lip products are popular among men,” she reveals.
The Future of Beauty: More Than Just Products
Beyond product innovation, Banerjee believes the future of beauty lies in brand storytelling and strategic collaborations. “Our recent collaboration between Innisfree and Lenskart for the Sun Serum was a big success. Sun serums are still an untapped category, and we’re leading the way.”
Reflecting on her 12-year journey at Amorepacific, she says, “It has been an incredible ride. From launching brands to collaborating with celebrities and mega-events, I’ve seen the industry evolve. But one thing remains constant—brands that don’t adapt will be left behind. The future belongs to those who innovate.”
With new launches on the horizon and an ever-expanding consumer base, Banerjee and Amorepacific are set to redefine the beauty landscape in India, one trend at a time.
