New Delhi, Aug 26: Korean skincare continues to find a strong audience among Indian beauty consumers, and Analogy, a Korean skincare brand, has entered the growing K-beauty landscape with a D2C-first approach. With all its products made in Korea, the brand aims to bring Korean skincare expertise and ingredient-focused formulations directly to Indian consumers through a curated range of everyday skincare essentials.
Analogy has entered the market with five products across key skincare categories: Exosome Serum, Retinal Serum, Eye Patch, Moisturiser, and Lip Balm. Rather than launching with an extensive portfolio, the brand has chosen to begin with a focused selection addressing different steps and concerns within a modern skincare routine.
The brand’s D2C approach is central to its India strategy, allowing Analogy to build a direct relationship with consumers while understanding their skincare preferences, routines and evolving needs. As Indian beauty consumption continues to shift online, the D2C model also allows emerging skincare brands to educate consumers, build communities and create more personalised brand experiences.
Analogy comes at a time when Indian consumers are becoming increasingly ingredient-conscious and are actively exploring global skincare trends. Korean skincare, in particular, has gained attention for its emphasis on formulation, innovation and structured skincare routines. With its products manufactured in Korea, Analogy aims to bring this expertise to Indian consumers while building a brand that fits into the changing Indian skincare landscape.
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 launch portfolio has been designed around some of the key categories gaining attention in contemporary skincare. The Exosome Serum and Retinal Serum form the treatment-focused part of the range, while the Eye Patch offers targeted eye care. The Moisturiser and Lip Balm complete the range with everyday hydration and care essentials.
For Analogy, the India launch is not only an entry into one of the world’s fastest-growing beauty markets but also the beginning of its journey as a consumer-focused D2C skincare brand. The brand plans to build its presence by combining Korean manufacturing and skincare expertise with a deeper understanding of the Indian consumer and their evolving beauty routines.
