Consumer and Retail
K-Beauty: Indians plump for the serum-soaked goodness of sheet masks
24 Dec 2021
Indians have been bombarded with promises of ‘flawless’ and
‘brighter’ skin for decades now. You’d think another one would be met with
cynicism. But no, there is a new fad in town–sheet masks–and everyone is
soaking it up.
A serum-soaked cloth sheet, which claims to offer hydration
and nourishment to the skin, sheet masks are a staple product in the South
Korean skincare routine. With the growing popularity of South Korean shows and
music (known as K-Drama and K-Pop) in India and greater exposure thanks to
social media, these masks have become a go-to product in the country.
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