Amorepacific's skincare brand Mamonde has begun selling exclusively on Nykaa this month, entering India's largest beauty e-commerce platform with a lineup priced below most of the Korean brands already on its shelves.
Ten products are on offer, drawn from two lines. Rose HA is aimed at hydration and built around damask rose extract and five types of hyaluronic acid of differing molecular sizes. Peony BHA pairs peony extract with beta hydroxy acid to address pores and excess oil.
The selection reflects a reading of Indian skin concerns that the company says it is derived from local climate conditions, including strong ultraviolet exposure, high temperatures and humidity that varies by season. Dehydration, oiliness and enlarged pores emerged as the priorities.
The pricing strategy is the more pointed part of the move. K-beauty in India has largely arrived on the premium end, and Mamonde is positioning itself as a lower-cost entry point for Gen Z and millennial shoppers who want ingredient-led formulations without the premium-tier price tag.
"India is one of the global markets with high growth potential. By offering products developed around local skin concerns and climate at accessible prices, we want more consumers to be able to try K-beauty. Building on more than 30 years of flower research and skincare technology, we will offer Indian consumers distinctive products and brand experiences," a Mamonde official said.
Competition on the platform is intensifying, with Korean labels including Medicube, d'Alba and Skin1004 alongside Beauty of Joseon, Laneige, Cosrx, TirTir and Dr. Althea all sold through Nykaa.
yoohong@heraldcorp.com