K-Beauty boom: Amorepacific sees growth surge on Myntra

MUMBAI: Global K-Beauty and cosmetics brand Amorepacific has registered 70% year-on-year growth on Myntra, reflecting the rising demand for K-Beauty in India and the growing preference for premium skincare among consumers across metros and emerging markets.Amorepacific’s brands have played a key role in the 200% YoY surge in K-Beauty customer demand on Myntra, driving growth in segments of solution-based offerings such as hydration, serums, sleeping masks, and pore care.“By combining Amorepacific’s innovation and heritage with Myntra’s tech-enabled discovery, content-first engagement, and reach across the breadth of the country, we are contributing to the growth of premium beauty in India while enriching the shopping experience for our customers,” said Sharon Pais, chief business officer at Myntra India represents one of the most exciting and high-potential markets for Amorepacific globally, with K-Beauty adoption accelerating at an unprecedented pace, said Paul Lee, managing director and country head, Amorepacific India.

“The association (with Myntra) is enabling us to scale rapidly through access to a premium customer base, innovative marketing formats, and consumer insights. Together with Myntra, we aim to bring more of our global innovations while also creating locally relevant offerings that resonate with the evolving beauty aspirations of Indian shoppers,” said Lee.

The global beauty brands and their premium offerings on the platform are getting popular, particularly among Gen Z and millennials.

Through formats such as influencer-led tutorials and live commerce pilots, Amorepacific has been able to simplify K-Beauty routines for first-time users while building loyalty among routine-driven shoppers. With access to Myntra’s consumer insights and agile go-to-market capabilities, Amorepacific has also expanded into new categories, including lip care, SPF-infused skincare, and seasonal gifting sets.While metros such as Bengaluru, Mumbai, and Delhi remain strong hubs for premium beauty, Tier 2 markets like Jaipur, Lucknow, Surat, and Indore are registering strong growth, underscoring India’s rising appetite for premium beauty. Nearly 50% of international beauty demand on Myntra now comes from Tier 2 and 3 cities, reflecting both the democratization of global beauty and the increasing affluence of shoppers beyond metros.