Nykaa’s Nykaaland 2.0 K-beauty panel brings Korean brands to Indian consumers with Amorepacific

Korean beauty business Amorepacific held its first K-beauty panel in India at multi-brand beauty retailer Nykaa’s ‘Nykaaland 2.0’ beauty festival. The ‘Kracking the K-Beauty Kode with Amorepacific’ panel explores the K beauty category in India with brand experts and celebrity ambassadors.

“It was an absolute delight sharing my K beauty journey at Nykaaland 2.0,” said Innisfree’s brand ambassador Wamiqa Gabbi in a press release. “I love how Korean beauty emphasises skin health, sustainability, and natural ingredients and I couldn’t be happier to share my experience with the audience. The response to our panel discussion was incredible, and I’m thrilled to see India embracing the beauty of K-beauty.”
 
The conversation covered the unique attributes of K beauty and its rising global influence. Brand ambassadors, appointed to help K beauty brands connect with Indian shoppers, shared personal stories and insights on how using K beauty products transformed their skincare routines.
 
“The energy at ‘Kracking the K-beauty Kode with Amorepacific’ was electric,” said Etude’s brand ambassador Palak Tiwari. “It’s inspiring to witness the growing appreciation for K-beauty in India, and Amorepacific’s commitment to innovation always shines through.”
 
“The K-beauty conversation has officially begun,” said the panel’s moderator Shibani Akhtar. “The audience’s enthusiasm and curiosity showcased the genuine connection between Indian beauty enthusiasts and the K-beauty rituals. Amorepacific’s brand ambassadors and beauty experts beautifully combined passion with expertise, sparking India’s love for K-beauty. I can’t wait to see how this movement unfolds!”
 
Brands which featured in the three day event included Sulwhasoo, Laneige, Etude, and Innisfree. “We would like to extend our heartfelt gratitude to Nykaaland for this fantastic opportunity,” said Amorepacific India’s country head and managing director Paul Lee. “Partnering with Nykaaland enabled us to tap into a vast audience base to inspire and educate our consumers on the transformative power of K-beauty. Post our debut in 2023, the second edition in 2024 also proved quite fulfilling for our brands.”