South Korean beauty group showcases seven brands as competition deepens in India’s premium market
South Korean beauty conglomerate Amorepacific showcased seven of its brands at Nykaa’s third Nykaaland festival in Delhi, as global beauty companies continue to target India’s fast-expanding premium skincare and cosmetics market.
Nykaaland, organised by Nykaa, one of India’s largest omnichannel beauty retailers, drew consumers from across the NCR region for brand-led experiences, product sampling and expert-led sessions. The two-day event featured global and domestic labels across skincare, haircare, makeup and wellness, reflecting the rising demand for experiential retail in the beauty segment.
Amorepacific presented Sulwhasoo, Laneige, Innisfree, Etude, Aestura, Mise-en-scène and Ryo at the festival, offering interactive zones and product trials. The company, which has been expanding its presence in India over the past few years, is seeking to strengthen its position in the premium and masstige categories amid growing interest in Korean beauty routines.
“We were excited to return to Nykaaland, offering our consumers an immersive experience of their favorite K-Beauty brands. At Amorepacific, we have always believed that beauty knows no borders, and Nykaaland served as a dynamic platform for us to connect with our audience” Paul Lee, Managing Director and Country Head, Amorepacific India.
Mini Sood Banerjee, Assistant Director and Head of Marketing at Amorepacific India, said the partnership strengthened the company’s ability to tap into a wider consumer base. “This collaboration enabled us to reach a broader audience, inspiring and educating consumers on the transformative power of K-Beauty,” she said.
Amorepacific’s brands each highlighted distinct market positions with Innisfree’s nature-derived, eco-friendly products; Laneige’s hydration-focused technology; Etude’s colour-led cosmetics for younger shoppers; Sulwhasoo’s luxury anti-ageing line; Aestura’s derma-beauty formulations; Ryo’s herbal scalp-care solutions; and Mise-en-scène’s hair fashion styling range.
The Delhi edition of Nykaaland follows previous events in Mumbai, with Nykaa positioning the annual festival as a key consumer engagement platform as competition intensifies in India’s beauty and personal care market.
