Bengaluru, Aug. 24 -- A wave of K-pop and K-dramas swept Indians along. Now, consumer brands hope to reinvigorate growth and shine in a crowded market with K-beauty.

K-beauty comprises a range of skincare and cosmetic products based on the South Korean beauty regimen. It is known for its unique ingredients and formulations like snail mucin and Jeju volcanic ash, and multi-step routines to get a hydrated, glowing complexion, often called 'glass skin'.

Indian personal care companies such as Sugar Cosmetics and Pilgrim are betting on a surge in demand for Korean-inspired skincare in a market saturated with new companies and mimicking brands that are chasing young and affluent customers who are willing to experiment. Even Korean brands are ...