Interviewer: Tirna Sarkar, Kolkata, West Bengal

Edited by: Jayati Bhardwaj, Delhi

Appreciation for Korean Culture amongst the youth of India has increased in recent years, which is visible through the number of new Korean cafes in multiple cities. This increment started off as a byproduct of the Hallyu wave which kindled interest in K-dramas and K-pop and is seeing an increment on a daily basis. With the rise of Hallyu wave, one thing that gained demand is the Korean skincare and makeup products. Watching and wondering how Song Hye-kyo got her glass skin and Jang Wonyoung whose skincare is something that has gained interest among Indians. For today’s interview, we got to chat with the founder of Daebak Beauty store (located at the heart of Kolkata), Mr. Noel Jaeyoung Ham who shared his experience about starting a beauty and skincare business in India and about the beauty trends as well. Let’s get started!

Could you share the story behind Daebak Beauty?

Hello. I am Noel Jaehyung Ham, the founder of Daebak Beauty. I am of Korean-American origin. I run this store alongside my partner, Eerai. She is from Manipur and a big Fan of Korean Culture. She used to participate in beauty pageants herself, and somehow, things aligned, and we decided to open a store. We launched the Daebak Beauty store in November 2023.

I was privileged to have witnessed how Korean beauty trends and practices became prominent in the United States, which is very similar to what is happening in India now. In 2016-17, I moved to Bangalore, India, for a job in a gaming company. During the time I worked there, when my colleagues learned that I was Korean, many of them would often question me about Korean beauty products, especially my female colleagues. I then realized that the Korean beauty regime was gaining popularity in India. I was not into the beauty business originally. However, I had an uncle who manufactured cosmetic products for the Japanese market. So I decided to get in business with his brand called “She-skin” and launch it on a small scale in the North-eastern part of India in 2019. Korean culture was already growing in India around 2018, but during the lockdown, the growth slowed down.  

How do you stay updated with various trends in the beauty industry?

The trends followed here in India differ from those followed by Koreans. They follow the trends that are primarily American because Indians follow content that is produced in English more rather than reproduced in Korean. This means that if you follow the Korean beauty scene, you will notice the brands that are popular in Korea are not popular here. For example, “COSRX,” the average Korean consumer has never heard of the brand. Luckily, as a Korean-American, it is easier for me to follow the trends and create a combination of what they offer from both sides.

Were there any hurdles that you faced?

There were quite a few, so opening a store took a lot of work. I would say one of my biggest challenges was to understand how the Indian system works. Navigating the whole government process as a foreigner is daunting. I had to complete several formalities like GST, import license, and retail license, and it took me forever to understand them and complete them. Moreover, the state and central processes in India also work differently. It was very complicated for me to make sense of all that. If I were in the USA, I would just have to prove my identity, sign the lease, provide the money, and then be in business.

Additionally, I cannot speak Hindi or Bengali, so language was also a barrier for me. I have lived in Bangalore, and no one spoke Hindi there; most people would speak English, and I never got to learn how to speak Hindi. So that added more to my misery, but I got through it with the help of some fantastic people like Priyanka (salesperson) to help me out. I am beyond thankful to everyone who helped me; they made the whole process much more manageable. Furthermore, there were also delays in launching the store. I wanted to open in September 2023, but we had to push back the opening to November. As a local, you must know it is a terrible time to open a store since most festivals are over by then. We successfully launched Daebak Beauty, and I feel that the positives definitely outweighed the negatives. There were many hurdles, but we were able to move forward regardless, and here we are.

How do Daebak Beauty products serve Indian skin tones?

So, I want to clarify that when it comes to skin, the only difference between your skin and my skin is melanin. If a product is suitable for my skin, chances are likely that it is ideal for your skin, too. The difference is that you must create a regime that fits your skin, climate, and problem areas. We sell the brands that Indians are very familiar with, like “Beauty of Joseon” and “COSRX.” But we’d also like to bring in famous brands in the Korean market, such as “Acwell.” So that Indian consumers can broaden their horizons in their skincare routines. As I mentioned, we try to create and bring a combination of what works here in India and what works in Korea. 

Can you talk about the most popular Daebak Beauty products?

In the current scene, I can see that Indian customers are much more educated about Korean beauty and cosmetics products compared to when I first started. It makes me quite happy. The products that are popular amongst our buyers are by “Beauty of Joseon,” “COSRX,” and makeup products like “Lilybyred” and “Roman.” Also needle shots by VT cosmetics. But there are a few products that I’d love to recommend because they are excellent such as the Acwell mist refreshes your skin without smudging your makeup. Also we just launched “TIRTIR,” a cushion foundation.

Do you think watching K-dramas and K-pop raises the commerciality of the K-beauty sector?

Definitely, I would say K-pop and K-beauty as an industry go together. I can see that K-dramas and K-pop came first in India, followed by K-beauty and other components. I remember when Squid Game became an acclaimed drama; that is when many Korean brands came to India. In America, the advent of Korean culture came with PSY’s Gangnam Style. 

Have you ever teamed with any K-pop or other Korean business? 

As an individual, I have partnered with Pink Box Entertainment. However, as Daebak Beauty, we are yet to team up with any K-pop brand. I am also working on doing an event with KOTRA (Korea-Trade-Investment-Promotion-Agency) to promote the business further. 

Any long-term goals for Daebak Beauty?

We want to open more stores, so we are working accordingly. Soon, I am going to Siliguri to look for space to open our new store. Our focus is on the Northeastern part of India. We are also working on starting an online store since online shopping is trending. However, in my personal opinion, the offline store can provide you with a unique and memorable shopping experience than the online one. The process of visiting an offline store and receiving suggestions from the salesperson while trying out the products and buying them is integral to the whole Korean experience. We will launch online very soon; around the time of Durga Puja. We are focused on providing same-day delivery to our customer base here in Kolkata.  

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Would you like to say something to the followers of @Hallyuism_India and to the potential customers?

Firstly, I am thrilled that so many people are enthusiastic and accepting of my culture and what it offers. I also want to say that I am a huge fan of India — so much so that I don’t think I can live in any other country. Indian culture has become an integral part of my existence and personhood. It has been almost ten years since I fell in love with the culture, and I find myself falling more profound every day. As cliche as it sounds, I guess that is what India does to you. (laughs)

As a skincare entrepreneur, I want to convey that no matter what age group you are in, you must take care of your skin. It is an integral part of your health. Most people put on makeup but do not take care of their skin as much as they should. I want people to see Korean beauty not as an aesthetic accessory but as a health and wellness entity. 

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On behalf of the entire Hallyuism team, I’d like to extend our heartfelt thanks to Mr Noel Jaeyoung Ham and the Daebak Store team. We appreciate your support and look forward to your continued success in your future projects and endeavours.

Do you use Korean Skincare? Comment down below your favourite products.