If you are a skincare enthusiast, chances are that K-beauty has caught your attention, given its sustained rise in popularity in India. This has ensured easier access to several K-beauty brands now, with dedicated marketplaces for these products.
At Kosmos — a celebration of Korean culture, lifestyle, food and beauty earlier this month in Delhi — the spotlight was on K-beauty trends and introducing the K-beauty brand Neaf Neaf to India, with its founder Jeong Jiwoo in attendance. The two-day festival was organised by kindlife, a Korean and Japanese beauty platform.
A popular beauty and fashion influencer, and entrepreneur, Jiwoo has over 2 million subscribers on YouTube on her channel Mejiwoo. She takes her subscribers through her many skincare recommendations, and vlogs about food, travel, fashion and lifestyle. During her trip to India, Jiwoo, who is also BTS member J-Hope’s sister, posed in a salwar kameez and announced on her Instagram page where she has over 10 million followers that Neaf Neaf would be available online soon, much to the delight of her fans here.
“Neaf Neaf was conceived as a brand that delivers effective results without compromising on the skin. Our vision is to provide safe and natural solutions for all skin types, especially for customers with sensitive skin,” says Jiwoo. As a brand that uses naturally derived ingredients, Jiwoo says that it is extremely important for people with sensitive skin to have access to skincare products that suit their skin. “People with sensitive skin often experience irritation from regular make-up products, which is why special products are needed for them. Neaf Neaf uses skin-friendly ingredients to ensure that all skin types can comfortably use our products,” she explains.
From their product line, which includes toner pads, scrub wash-off masks and sheet masks, Jiwoo says the toner pads that come infused with essence are extremely popular. “The GenZ especially prefers skincare that is both simple and effective and toner pads are a great option as they can be used right after cleansing, helping to smooth skin texture and exfoliate,” she says, when asked about beauty trends popular with Gen Z now.
Radhika Ghai, founder and CEO, kindlife, said that the platform was excited to partner with Jiwoo and launch Neaf Neaf, scaling the brand across channels. “Curation and selection have been key for us. As India partners for brands, our aim is to enable brands to tap into the 700 million consumer opportunity,” she said. Commenting on their Kosmos event, Radhika said that they had over 4,000 attendees.
For Jiwoo as well, collaborating with kindlife has been an opportunity for her brand to reach Indian customers. “The skincare market in India is rapidly growing, with customers seeking better quality and safer products, which presents significant potential. Neaf Neaf aims to meet this market demand by offering naturally derived ingredients and high quality products,” she says.
Given the ever-evolving world of beauty, we ask Jiwoo what she is looking forward to in the coming months. “Next year, Neaf Neaf will launch a product that combines vitamin C and plant based PDRN (licorice), specially formulated to be gentle on sensitive skin. We hope you’ll love the product,” she signs off.
Neaf Neaf will soon be available in India on the kindlife website, from January onwards.
Published – December 20, 2024 12:49 pm IST
