The “beauty capital of the world” has developed a keen eye for India.
After food, films, and pop music, now beauty brands from South Korea are becoming a rage among Indians.
It began with curiosity about quirks like snail slime and bee venom. Then in 2015, India entered into an agreement that made the import of cosmetics from South Korea free. At the time, five Korean beauty companies signed a deal with the New Delhi-based distribution firm Rajshree Empires to sell their products online and offline.
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