Korean skincare brand Analogy launches with five Korean-made products, targeting India’s growing demand for ingredient-led and purpose-driven beauty
Korean skincare brand Analogy has entered the Indian beauty market with a D2C-first strategy, seeking to tap the growing interest in Korean beauty products among Indian consumers.
With all its products manufactured in Korea, the brand aims to bring Korean skincare expertise and ingredient-focused formulations directly to Indian consumers through a curated portfolio of everyday skincare essentials.
Analogy has launched in India with five products across key skincare categories — Exosome Serum, Retinal Serum, Eye Patch, Moisturiser and Lip Balm. Instead of introducing a broad portfolio at launch, the brand has opted for a focused range designed to address different stages and concerns within a modern skincare routine.
Building A Direct Consumer Connect
The D2C model is central to Analogy’s India strategy, enabling the brand to establish a direct relationship with consumers and gain insights into their skincare preferences, routines and evolving requirements.
As beauty consumption increasingly moves online, the D2C approach also gives emerging brands an opportunity to educate consumers, build communities and offer more personalised brand experiences.
Analogy’s India entry comes as consumers become increasingly ingredient-conscious and explore global skincare trends. Korean skincare has gained significant attention for its focus on formulation, innovation and structured routines.
By manufacturing its products in Korea, Analogy aims to combine Korean skincare expertise with an understanding of the Indian market and its changing beauty consumption patterns.
Focused Portfolio
The brand’s initial portfolio spans treatment-led and everyday skincare categories. The Exosome Serum and Retinal Serum form the treatment-focused segment, while the Eye Patch offers targeted eye care.
The Moisturiser and Lip Balm complete the range with everyday hydration and care products, giving consumers a compact skincare portfolio covering multiple routine requirements.
Commenting on the India launch, Gaurish Sachdeva, Analogy, said, “We see a clear shift in how Indian consumers approach skincare today. People are reading ingredient lists, understanding their skin better, and actively looking for products that have a clear purpose.”
“With Analogy, we wanted to bring our Korean skincare expertise to India while keeping the experience simple and accessible. Starting D2C allows us to be closer to our consumers, understand what they need, and build the brand alongside them,” Sachdeva added.
Targeting India’s Evolving Beauty Consumer
For Analogy, the India launch marks more than an entry into one of the world’s fastest-growing beauty markets. It represents the beginning of its positioning as a consumer-focused D2C skincare brand.
The company plans to build its presence by combining Korean manufacturing and skincare expertise with a deeper understanding of Indian consumers and their evolving beauty routines.
Analogy is currently available in India through its official website and social media channels.
