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As Indian consumers continue to embrace Korean beauty and become more conscious about ingredients and formulations, Analogy has entered the country’s growing K beauty market with a D2C first strategy. The Korean skincare brand aims to bring Korea made, ingredient focused skincare products directly to Indian consumers through a curated portfolio of everyday essentials.
Rather than launching with an extensive product range, Analogy has entered the market with five products across key skincare categories, including an Exosome Serum, Retinal Serum, Eye Patch, Moisturiser and Lip Balm. The focused portfolio is designed to address different skincare concerns and stages of a modern daily routine.
At the centre of Analogy's India strategy is its direct to consumer model, which allows the brand to engage directly with consumers and gain a better understanding of their skincare preferences, routines and evolving needs. As beauty consumption increasingly shifts online, the D2C route also offers emerging brands an opportunity to educate consumers, build communities and create more personalised brand experiences.
The brand enters the Indian market at a time when consumers are actively exploring global beauty trends and paying closer attention to product ingredients and formulations. Korean skincare has gained significant traction in India for its focus on innovation, specialised formulations and structured skincare routines.
With all its products manufactured in Korea, Analogy is looking to bring Korean skincare expertise to Indian consumers while building relevance within the country's rapidly evolving beauty and personal care market.
Speaking about the launch, Gaurish Sachdeva, Analogy, said, “We see a clear shift in how Indian consumers approach skincare today. People are reading ingredient lists, understanding their skin better, and actively looking for products that have a clear purpose. With Analogy, we wanted to bring our Korean skincare expertise to India while keeping the experience simple and accessible. Starting D2C allows us to be closer to our consumers, understand what they need, and build the brand alongside them.”
The initial product range focuses on key skincare categories that are gaining traction among today's beauty consumers. The Exosome Serum and Retinal Serum form the treatment focused segment of the portfolio, while the Eye Patch addresses targeted under eye care. Completing the range are the Moisturiser and Lip Balm, catering to everyday hydration and skincare needs.
For Analogy, the India launch marks more than an entry into a rapidly growing beauty market. It also represents the beginning of its journey as a consumer focused D2C skincare brand. Going forward, the company plans to strengthen its presence by combining Korean manufacturing and skincare expertise with a deeper understanding of Indian consumers, their preferences and their evolving beauty routines.
