Korean skincare products have a high demand in the market and in India as well, this has been growing. One might think it is solely based on trending Korean Dramas or K-POP Idols promoting the brands but although it might have contributed their fair share in the craze of K-Beauty & skincare, but natural harsh-free ingredients and simple yet affective methodology are the main reasons for this high demand.
Instead of using chemical cosmetics, K-Beauty & skincare brands follow the traditional methods of using natural ingredients/products that are suitable for every type of skin. They focus on the root of the problem and preventing it from the base level of the skin rather than covering it up on the surface level. This is the main reason why K-Beauty & skincare products like face sheet masks, serums, toners etc., have the craze that we are witnessing today in the market.
Only a handful of trustable stores (both offline & online) in India offer K-Beauty & skincare products for affordable prices and Beauty Barn is one of them. Beauty Barn not only focuses on sales but also educates their customers on the right usage of K-Beauty products through their blog posts.
With the growing interest in K-Beauty especially in the last few years, we sat down with the Founder of Beauty Barn, Toina Kinimi. For the fans of K-Beauty, this is not an unknown name after all, ‘Beauty Barn’ has been a leading name for K-Beauty in India. Toina, has also been successfully leading the business through challenging times like competitive market trends on the one hand and the ongoing pandemic on the other.
Namaste Hallyu (NH): Beauty Barn is one of the trustable and successful websites for K-Beauty & skincare in India. What would you say is the reason behind your success?
Toina Kinimi, Beauty Barn (BB): Thank you for saying that, ‘Beauty Barn is a trustable and successful website.’ I think what sets Beauty Barn apart is the purpose and intention we set. From the time Beauty Barn started, we’ve been committed to contributing towards the skincare community in India. The motivation has always been to provide affordable and accessible K-Beauty products and give all the information that our users need, to help them make the best decisions for their skin.
NH: How did Beauty barn come into existence? Could you perhaps let us know about your journey?
BB: Initially, I started Beauty Barn as an e-store on Instagram, where I began to share and discuss K-beauty products with my clients. The demand for Korean beauty products eventually led me to start our web portal beautybarn.in in 2017. It gives me immense joy to provide a platform to bring the best of Korean skincare to everyone who needs a skin revival. I hope to see more men and women from across the country being confident and happy in their skin.
NH: K-Beauty products have high demand in the market compared to other beauty products. Why do you think K-Beauty is unique & different from other products?
BB: Leaving aside their knack for innovative trends in skincare, the core of Korean skincare is the science of it and getting to the root of the skin concern. The rise of Korean skincare can be attributed to natural ingredients and gentle formulations that make up their products and the science behind skincare. Korean skincare delivers promising results, which I have also personally experienced myself. I believe those who have embraced Korean skincare will echo the same sentiments I share.
NH: Do you think K-Dramas & K-POP play a significant role in the success of K-Beauty & skincare? What other factors contribute to the popularity of these products?
BB: The popularity of K-Dramas and K-POP is immense, and their power to influence is not to be taken lightly. K-Beauty is the result of innovative and advanced technology which is unparalleled anywhere in the world. The philosophy of Korean skincare to get to the root of skin problems and focus on prevention is also an essential factor. The different ingredients used, product types, unique packaging also contribute to its popularity.
NH: Could you tell us about the wide-range variety of products that Beauty Barn offers to the customers? And perhaps a peek of the upcoming brands that you’re featuring on your website?
BB: At Beauty Barn, we have an expansive curation of leading proven Korean skincare products which enable our clients to achieve their beauty goals. We have an exciting line-up of products for your everyday routine to targeted skincare products to deal with your skin issues. We also offer complimentary skincare-related consultation for all skin issues.
NH: We are aware of how the pandemic has affected businesses all over the world. How did you tackle the lockdown and restrictions in the pandemic regarding deliveries and your service?
BB: It indeed has been a learning experience. I was really inspired by human resilience, our ability to adapt, and how strong we have all proven to be. Tireless team efforts and cooperation from our service partners have helped us get through all the issues brought about by the pandemic. Our deliveries were halted for about two months this time because of the restrictions that were in place and our team took this time, to better connect with our customers, who, in turn, were nothing but patient and supportive. I think all these came together to contribute towards Beauty Barn getting through it all.
NH: There are still many areas in India that do not have access to K-Beauty products. Do you intend to expand your business and open new offline stores in different regions?
BB: Yes, we do plan to expand our offline stores across India.
NH: As the demand for Korean beauty is on a hike, can we expect Beauty Barn to launch more Korean makeup products apart from skincare majorly?
BB: Absolutely! We always connect with our customers along their skincare journey and listen to our customers’ needs and wants. It is our customers who help us identify trends and consistently improve our service.
NH: Were there any challenges in encouraging K-Beauty products in India, or did the already uprising popularity of K-Culture especially in the North East help to welcome this initiative?
BB: K-beauty and K-Culture got the whole world obsessed, and it certainly didn’t miss India. Although there are international sites that ship to India, the customs charges do not make it easy and so, establishing a one-stop destination for K-beauty products in India was met with a warm welcome!
NH: Any message to people who have the impression that K-Beauty skincare is gender restrictive? How do you encourage androgynous/genderless Skincare and Beauty?
BB: Instead of building and promoting a brand that separates people by gender, we should break gender stereotypes. It is easier said than done, but our brand is open and willing to have honest conversations on the concept of inclusivity and diversity.
NH: We have seen that Beauty barn has changed the logo as well as marketing strategies. Is it safe to say that your brand is evolving? Also, how do you see your brand five years from now?
BB: Yes, we made the creative decision to make some changes in response to customer feedback, design trends, and definitely to reflect our brand evolution. Our plan for the future is to grow our brand, connect with more Korean skincare brands while delivering high-quality skincare products that provide value to all people.
NH: What should a person who is new to K-Beauty, keep in mind when trying it for the first time?
BB: If you want to see results from K-Beauty products, always keep in mind the following tips before making a purchase: Always choose products formulated for your specific skin type and don’t follow the trend without understanding your skin type and concerns.
NH: Any current top 5 products that Beauty Barn recommends?
- Isntree Hyaluronic Acid Toner
- COSRX Advanced Snail 96 Mucin Power Essence
- Klairs Freshly Juiced Vitamin Drop
- Purito Centella Unscented Serum
- I’m From Mugwort Cream
Toina uses the words, Radiant, Trustworthy, Impactful when asked to describe the journey of Beauty Barn and rightly so. Over the years, the Beauty Barn website offers more than just products. There are different categories where you can shop according to your skincare concern or recommended products along with personal skincare consultation. With over 20 Korean skincare brands and catering only to Korean Skincare, Beauty Barn is India’s one stop destination for Korean Skincare and Beauty.
Written by Lasya and Manasha