Vedansh Varshney, Delhi

A skincare brand inspired by Korean beauty secrets, backed by science and tradition.

As people aspire to achieve the radiant and flawless “glass skin” famously sported by Korean celebrities, the popularity of South Korean cosmetics has transcended borders and gained global recognition. With the Indian youth increasingly embracing Korean culture while also becoming more conscious about the maintenance of their skin in healthy ways, Korean cosmetics, especially skincare products have witnessed an increased demand in India. Recently, Korean influencer, JENNA (@jennas_korea on Instagram) took the initiative to open her first pop-up store in Dwarka, Delhi to showcase the wide diversity of Korean cosmetics and skincare products from some well-known Korean brands like Vita C, Klairs, Mishha, Instree, TIA’M, etc. Apart from these popular brands, we also came across products from Jenna’s own skincare brand which she was quite enthusiastic about. We had the privilege of interviewing Jenna to dive deeper into the world of Korean cosmetics and to discover her future aspirations regarding her own skincare line.

Can you tell us the name of your brand and the inspiration behind it?

The name of my skincare brand is “iYeppeo” – the “i” here represents a sense of admiration (i.e. the expression “Ah!”) and “Yeppeo” comes from the Korean word “예쁘다” which can mean “pretty or beautiful”. Together they sound like “Ah! Yeppeo!” which is synonymous with “How pretty!” or “How beautiful!”.

I learned from my Indian followers and subscribers that using Korean cosmetics in India was an expensive experience for them. Even though they appreciated the high quality of the products, many times it wasn’t easily available or too pricey for them to afford. This inspired me with the idea of introducing affordable Korean cosmetics specifically catered to the requirements of the Indian skin type. With my connections in the cosmetic industry in South Korea, I planned to work on my own skincare line. “Korean rice” and “snail mucin” based products are extensively used by Koreans, hence, I decided to start out with these two key ingredients. I have always desired to create value for my Indian supporters through meaningful work and I feel like introducing my own skincare brand to help Indians experience the essence of Korean cosmetics will help me achieve that goal.

Are all the products present here a part of your own brand, or are there products from different brands too? What is the general price range of these items?

I have two products from my own skincare brand iYeppeo which are the Snail Mucin Essential Serum and Rice Extract Mist & Toner, along with products from other Korean cosmetic brands. Korean cosmetics are generally expensive owing to their high quality. Considering some of the products which are present here, you’ll observe that one of them is priced at Rs. 4000 while another one costs around Rs. 2000. This is the usual price range that you can expect. When talking about my own brand, I have priced my items around Rs. 800 and Rs. 1000 as I intend to make them more affordable to the general public.

What is the target audience for your brand? If your target audience is primarily Indian, then how do you plan to make it affordable for us?

The target audience for my brand is primarily Indian people. Since buying Korean cosmetics here in India is quite expensive for the general public, I intend to make the experience more affordable and accessible. Therefore, the price of the products from my own skincare brand iYeppeo are comparatively cheaper than other brands. I personally feel that a lot of Indians are quite knowledgeable in general when talking about cosmetics and skincare. However, they lack the knowledge regarding the proper ways to utilize these products to obtain the maximum benefit for the skin. Therefore, I also plan on demonstrating the suitable techniques to use Korean cosmetics for your skin. I firmly believe that once they become more aware of it, using Korean cosmetics would yield superior results and enhance their skincare experience too.

Is the production of your skincare products taking place here in India? 

Currently, iYeppeo products are manufactured in South Korea since the base ingredients used are of Korean origin. In fact, I look forward to working with Indian companies in the future to expand my skincare line domestically. I envision bringing advanced Korean technology along with raw and organic Korean ingredients in order to manufacture my products here in India. I’m also open to the idea of creating a fusion of Korean ingredients with Indian ingredients that can help benefit the Indian skin type more effectively. I’ve observed a high curiosity amongst Indians regarding Korean cosmetics, so I want to help people experience using these products and gain their valuable feedback in order to make future improvements.

What is your current mode of business—online or offline? If online, then can you tell us about any website you have? Do you plan on opening an offline store or more pop-up stores as well?

I’m in the process of building my own website that will showcase my skincare line making them more accessible and easier to buy for my Indian audience. I also plan on listing my products on other popular platforms like Amazon, Flipkart, etc. for obtaining a better reach and promotional purposes. This is my first time setting up an offline pop-up store showcasing Korean cosmetics and my own skincare line iYeppeo in Delhi. Right now, my main goal is to obtain customers’ feedback and learn about their experiences of using Korean cosmetics. I would definitely be open to the idea of opening an offline store or more pop-up stores across different Indian cities depending upon the response and feedback that I receive.

How is your brand different from the other well-established Korean skincare brands here in India?

I believe that my products are easier to apply on a variety of different skin types, and they can also be used by people with existing dermatological issues like acne, sensitivity, etc. This provides me with a competitive edge over other skincare brands in my opinion. When talking about myself, I personally have sensitive skin which troubles me sometimes and applying heavy Korean products results in acne and skin reddishness. Therefore, I’ve switched to using iYeppeo products myself and have observed a notable difference over time. The content of my products feels very light when applied to the skin, and that’s why I can even apply it multiple times throughout the day if required. I haven’t experienced any major skin issues, and my skin always ends up looking very hydrated instead of sticky.

What advice would you give for maintaining healthy and glowing skin?

The temperature and weather conditions associated with the changing seasons throughout the year can affect our skin a lot. In order to tackle this, one of the things Korean people do without fail is apply sunscreen regularly. Therefore, I strongly recommend using sunscreen before going outside and also reducing the chances of exposing yourself to skin-related issues. Secondly, it’s important to keep your skin hydrated in order to get a healthy and glowy look. In order to achieve that, I would recommend using sheet masks at least 2-3 times a week after you wash your face. It’s one of the most common ways to get a radiant look. 

With the rising interest in Korean culture among Indian youth, coupled with a growing awareness of skincare, there’s a notable surge in the demand for Korean cosmetics and skincare products in India. While Korean cosmetics remain somewhat of a niche market and may pose affordability challenges for many in India, Korean influencer Jenna is dedicated to bridging this gap. Jenna endeavours  to make Korean cosmetics more accessible and budget-friendly for the Indian public. Furthermore, Jenna has ambitious plans to launch her own skincare brand, iYeppeo, in India, offering quality products at pocket-friendly prices.

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We extend our heartfelt wishes to Jenna for her future endeavours  and anticipate her success! Did you all enjoy reading this interview? Share your thoughts in the comments!