Korean beauty brands are cementing their position in India’s online beauty market, with a 35% expansion in brand portfolios and a decisive shift towards strategic pricing, according to a new report by Sciative Solutions.
The report tracked over 51,000 SKUs from 38 K-beauty brands on e-commerce marketplaces between October 2024 and July 2025. The data reveals a 35% increase in brand portfolio size, fuelled by new entrants and a revival of established players.
From Novelty to Value-Driven Loyalty
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.
“India’s K-beauty trend is shifting from novelty to value-driven loyalty,” said Vijeta Soni, Co-founder & CEO, Sciative Solutions. “Brands that balance pricing, perception, and performance are becoming leaders in the category. AI-driven pricing intelligence will be crucial for maintaining that advantage.”
Mid-Priced Brands Outperform
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 indicates that quality and trust now matter more than blanket heavy discounts for growth. Moreover, 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.
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 percent, proved effective in encouraging product trials and building loyalty without eroding brand equity. However, high-priced and comparatively low-rated brands such as AHC, Dr. Different, and VT Cosmetics struggled to gain traction, highlighting the need for more efficient pricing strategies and greater localization.
“We see a big chance for dynamic pricing in beauty commerce,” said Dr. Anshu Jalora, Founder & Managing Director, Sciative Solutions. “As competition grows, brands that adjust pricing in real time – based on stock levels, consumer behaviour, and competitors- will turn challenges into advantages.”
The analysis shows that simply offering discounts does not guarantee high rankings or sales. Instead, strategic pricing that considers seasonality, review trends, and brand positioning is key to sustainable performance.
With an ongoing shift from cultural curiosity to loyal consumption and ingredient-aware buying, the report concludes that K-beauty’s next phase in India will rely on smart pricing, credibility, and ongoing consumer engagement.
