Korean beauty brand Laneige enters Indian market

December 12, 2018

Indian consumers of beauty products are more used to using water as an add-on or an accompaniment while using body care products. Now with the Nykaa-Laneige association, they get a chance to use water as the most central ingredient in the products they use. Laneige is known for its focus on maximizing the potential of water in beauty products

Now, beauty product consumers in India get an opportunity to leverage the best of water therapy in their body care routine. Nykaa, a major player in the online beauty product space, has launched in India the Korean beauty product brand, Laneige. The Korean brand is known for its focus on maximizing the potential of water in beauty care products.

Laneige claims to offer the right solution to each skin concern with carefully selected, optimum natural ingredients, which are complemented with the scientific use of water. The brand has been showing ideal results with its simple yet inventive skincare and makeup offerings, according to a press release issued by Nykaa.

Laneige’s popular products like Lip and Eye Sleeping Mask, Water Sleeping Mask, White Dew Ampoule Essence, Water Bank Hydro Essence, are now available for women in India exclusively on the Nykaa.com website, and at select Nykaa Luxe stores in, Ahmedabad, Indore, Hyderabad, Bangalore, and Delhi.

Optimizing the utilities of water

Backed by its over two decades of research, Laneige through its unique concept, named Water Science, has optimized the utilities of water to address a number of skin concerns, such as anti-aging, hydration, complexion-correcting, and pore refining, just to name a few. One of its signature products, Hydro Ionized Mineral Water, offers faster and deeper absorption for enhanced complete miniaturization, for those with parched skin.

Another key product of Laneige, named Mint Water, helps in decreasing disproportionate oil and sebum, while offering superior pore care. But probably the best way to try out the brand is to go for its Sleeping Mask Combo. This comes with three different masks that work overnight; the first that hydrates your under-eye area, the second that plump your lips, and the third that ensures smooth skin. This gels with a proven fact that there’s nothing better than skincare that works when you sleep, states the press release

Korean chaebols on the prowl

Nykaa started its association with Korean beauty product companies in 2017, to capitalize on the growing worldwide popularity of a number of beauty brands form that country. In this context, the press release quotes Falguni Nayar, CEO of Nykaa, as saying, “We have been observing the growing trend of Korean beauty brands across the world. These brands have been a huge success with the Indian consumers as well with their innovative ingredients and cutting-edge science. With Laneige’s signature water science based products we offer our customers a new facet in their beauty care regime.”

Nykaa was founded about three years ago, and today it has established itself as the largest beauty destination in India, its website claims. It not only sells products, but also offers a number of value-added services in beauty care. Through its online platform, it offers beauty advice, updates, expert tips and videos on how to look and feel gorgeous always! It offers over 1 lakh products from more than 850 well-known brands. Its offerings include a comprehensive selection of makeup, skincare, hair care, fragrances, bath and body, luxury and wellness products for both women and men, according to its website.

It also has been progressively increasing its retail presence across India. It now looks forward to increasing its pan-India retail footprint to 90 stores across the country by 2020, while expanding its product portfolio with a large number of exclusive brand partnerships. Currently, there are 17 Nykaa stores, and the company plans to have 55 stores by the next yearend.

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