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Makeup, Korean style: Innisfree is quietly laying its foundation in India through Nykaa

AmorePacific has been present in India since 2013. With challenges mounting on its home turf and competition intensifying globally, the South Korean beauty and personal-care giant is gunning for a sizeable market share in India through its brand Innisfree.
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shaboridas
14 Aug 2019 9 Mins Read 0 comment
AmorePacific during W Magazine Retreat - Day 1 at in Beverly Hills, California Getty Images
AmorePacific during W Magazine Retreat - Day 1 at in Beverly Hills, California
“Beauty lies in the eyes of the beholder” — millennials may not agree. “It lies in the makeup box.” Spot on. Now add a makeup artist’s talent to it and wait for hashtags such as #nomakeup, #nofilter, or #aunaturale do wonders on the social media. Despite all the flak they get for everything from lifestyle to financial discipline, millennials
AmorePacific. India is slowly but surely warming up to the K-beauty fad. As an increasing number of women spend more on cosmetics, coupled with the market vacuum created by the absence of aggressively priced premium products may give the global giant the nudge it badly needs despite a blip in its domestic market. ( Graphics by Mohammad Arshad)
“Beauty lies in the eyes of the beholder” — millennials may not agree. “It lies in the makeup box.” Spot on. Now add a makeup artist’s talent to it and wait for hashtags such as #nomakeup, #nofilter, or #aunaturale do wonders on the social media. Despite all the flak they get for everything from lifestyle to financial discipline, millennials AmorePacific. India is slowly but surely warming up to the K-beauty fad. As an increasing number of women spend more on cosmetics, coupled with the market vacuum created by the absence of aggressively priced premium products may give the global giant the nudge it badly needs despite a blip in its domestic market. ( Graphics by Mohammad Arshad)

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