Consumer and Internet
K-beauty: indians plump for the serum-soaked goodness of sheet masks
24 Dec 2021
1 min read
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.