K-Beauty Surge: Amorepacific Experiences Growth on Myntra
Global K-Beauty brand Amorepacific has reported a remarkable 70% year-on-year growth on the Myntra platform, highlighting the increasing popularity of K-Beauty products in India. This surge reflects a broader trend of rising demand for premium skincare among consumers in both metropolitan and emerging markets. The brand’s diverse offerings, particularly in solution-based skincare, have significantly contributed to this growth, indicating a shift in consumer preferences towards high-quality beauty products.
Significant Growth in K-Beauty Demand
Amorepacific’s impressive growth on Myntra is part of a larger 200% year-on-year increase in K-Beauty customer demand on the platform. The brand’s focus on solution-based products, such as hydration serums, sleeping masks, and pore care treatments, has resonated well with consumers. Sharon Pais, chief business officer at Myntra, emphasized the synergy between Amorepacific’s innovative products and Myntra’s technology-driven engagement strategies. This collaboration aims to enhance the shopping experience while promoting the growth of premium beauty in India.
India: A Key Market for Amorepacific
India has emerged as a crucial market for Amorepacific, with the adoption of K-Beauty accelerating rapidly. Paul Lee, managing director and country head of Amorepacific India, noted that the partnership with Myntra allows the brand to access a premium customer base and leverage innovative marketing strategies. This collaboration not only facilitates the introduction of global innovations but also enables the creation of locally relevant products that align with the evolving beauty aspirations of Indian consumers.
Targeting Diverse Consumer Segments
The popularity of Amorepacific’s premium offerings is particularly evident among younger consumers, including Gen Z and millennials. The brand has utilized influencer-led tutorials and live commerce initiatives to simplify K-Beauty routines for newcomers while fostering loyalty among regular users. By tapping into Myntra’s consumer insights and agile market strategies, Amorepacific has successfully expanded its product range to include lip care, SPF-infused skincare, and seasonal gifting sets, catering to a broader audience.
Emerging Markets Drive Demand
While major cities like Bengaluru, Mumbai, and Delhi continue to be strongholds for premium beauty products, Tier 2 markets such as Jaipur, Lucknow, Surat, and Indore are witnessing significant growth. Nearly 50% of international beauty demand on Myntra now originates from these Tier 2 and 3 cities. This trend underscores the democratization of global beauty products and reflects the increasing affluence of consumers beyond metropolitan areas, further solidifying India’s position as a burgeoning market for premium beauty brands.
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