Kerala, India — 136 Respondents · February–March 2026
Profile of the respondent pool: predominantly young Kochi-based students.
105 of 136 respondents (77%) are aged 18–20, and 89% are students. This is a Gen-Z dominated sample, highly receptive to social media-driven beauty trends and value-conscious purchasing.
Understanding skin types, key concerns, and emotional desires around skincare.
Acne marks / pigmentation is the #1 concern (64 mentions), followed by acne and dullness. 88% are open to or curious about trying a new routine — a massive opportunity window for K-Beauty products targeting hyperpigmentation and brightening.
What they use now, how often, and where they buy.
50% have a very simple 1–2 product routine, and 27% follow no routine at all. Cleanser, sunscreen and moisturizer dominate current usage. This signals a market ripe for guided, step-by-step K-Beauty education (e.g., the famous multi-step Korean routine).
How familiar they are, where they heard about it, and which brands they recognise.
59% have heard of K-Beauty but never tried it — a huge conversion opportunity. Beauty of Joseon, Laneige, and COSRX are the most recognised brands. Instagram/YouTube and influencers are the dominant discovery channels, reinforcing the need for a strong social-first launch strategy.
Monthly budgets, price expectations, and trust factors.
55% spend ₹500 or less/month, and 54% consider ₹300–₹500 a fair product price. Dermatologist recommendations (81 mentions) and clear ingredient lists (60) are the top trust drivers — far ahead of influencer endorsements (13). Price the entry product under ₹500 and lead with clinical/derm credibility.
Interest in India-adapted K-Beauty, preferred channels, and brand language.
58% said "Definitely yes" to K-Beauty adapted for Indian skin — only 5% said no. Brand websites are the #1 preferred purchase channel (51%), suggesting a D2C-first strategy. The top resonant words are "Glow", "Healthy", "Natural", "Bright", "Clean" — build the entire brand voice around these five words.