Turns out that despite the hype around K-beauty products, and the global rage around AHAs, BHAs, retinoids, hyaluronic acid, etc this is still a more western phenomenon. In India, these ingredients are often sought by premium/more aware segments. Primarily Indian skincare market has taken a different route from global trends. We continue to have faith in age-old traditions involving besan, turmeric, ubtans, etc.