Analogy, an Indian skincare brand offering products manufactured in South Korea, has launched in India with a direct-to-consumer (D2C) approach, entering the country’s expanding K-beauty market.
The brand has debuted with five products spanning core skincare categories: an Exosome Serum, a Retinal Serum, an Eye Patch, a Moisturiser, and a Lip Balm. Rather than launching with a large portfolio, Analogy has opted for a smaller, curated range covering distinct steps in a typical skincare routine.
Central to the brand’s strategy is its D2C model, which it says will allow it to build direct relationships with Indian consumers and better understand their skincare habits and preferences over time.
The launch comes amid rising interest among Indian consumers in ingredient-led formulations and global skincare trends, with Korean skincare in particular drawing attention for its focus on formulation and structured routines. By sourcing manufacturing from South Korea, Analogy is positioning itself to bring that expertise to Indian consumers while operating as a homegrown D2C brand.
Speaking about the 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.”
Analogy said its India launch marks the start of its plan to build a consumer-focused D2C business by pairing Korean manufacturing with a closer understanding of Indian skincare needs.
The brand is currently available online at analogybeauty.com and on Instagram at @analogybeauty.
