Consumer and Internet
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.

Click here to read the full article on Moneycontrol

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