Since the early 2000s, Korean culture has globally surged, impacting the Indian subcontinent with a blend of modern aesthetics and traditional values. This cultural hybridization fosters familiarity, sparking a fascination with Korean beauty ideals. South Korea's $9.2 billion cosmetics industry reflects this global influence, and India is no exception. This phenomenon has not only revolutionized entertainment consumption but has also led to intriguing transformations in beauty aspirations and ideals. K-pop and K-dramas have spurred the emergence of Korean-style skincare and makeup as a sub-category of consumer culture, known as K-beauty, encompassing skincare, makeup, and bath-and-body products imported from South Korea. Fueled by K-pop and K-dramas, Indian fans lead Hallyu content consumption, with 37% being Korean (Korean Foundation, 2021). This popularity drives a surge in Korean beauty product consumption, inspired by aspirational models and relatable narratives in dramas like "Itaewon Class" and "Crash Landing On You." These dramas seamlessly integrate beauty routines and product placements, forging a connection between viewers and Korean beauty trends. This paper adopts a mixed-methods approach, combining qualitative in-depth interviews with quantitative surveys among Indian audiences with varying Hallyu engagement. The research explores the intricate interplay between Korean dramas, beauty products, and Indian viewers, scrutinizing binge-watching ease, diverse genre preferences, and decision-making in purchasing Korean beauty products. Unpacking this relationship challenges notions of cultural homogenization, shedding light on dynamic negotiations and reinventions characterizing contemporary beauty constructions in a globalized world.

Keywords: Hallyu, K-beauty, Cultural hybridization, India, South Korea