MUMBAI: If your skincare shelf feels more like a graveyard of half-used promises, FOY might just be your skin’s soulmate. The experiential K-beauty discovery platform has kicked off its Korea campaign with a bang and a serum or two bringing India a curated treasure trove of Korean skincare that’s less about hype and more about what works. Think ingredient-led products handpicked for Indian skin, from humid-heat hydration heroes to barrier-boosting repair serums.
While K-beauty has been reshaping global beauty standards with snail mucin, glass skin goals, and 10-step rituals, FOY (short for For Your Skin) cuts through the confusion with clever curation and smart tech. From AI-powered skin quizzes to an ever-evolving Global Store, FOY is on a mission to make skincare feel less like science class and more like self-care.
The Korea curation features premium cleansers, toners, serums, and sunscreens from breakthrough brands like Haruharu Wonder, Mary & May, Wha’Yunsul, Revcall, One Thing, Cosrx, Tfit, Hyaah, Nine Less, Hince and more delivered to Indian doorsteps before they become the next viral obsession.
“K-beauty is setting the pace for global beauty innovation, and Indian consumers are seeking more than just trends they’re demanding the best,” said FOY founder Bhavika Kothari. “At FOY, we’ve carved a niche by bringing the finest, most effective Korean skincare directly to India, curated with an understanding of Indian skin needs. Our Korea Campaign marks just the beginning FOY is set to become the ultimate destination for all things K-beauty, where global innovation meets personalized beauty.”
Whether you’re a dew-drop devotee or a toner sceptic, FOY’s Korea campaign reimagines the beauty browsing experience: no fluff, no fads, just a glow-up that gets you.