K-beauty products have become all the rage with beauty enthusiasts in India and so it is not uncommon for e-commerce sites to stock up on Korean brands. A year back, K-beauty addicts would have to pay hefty shipping fees to get products from their favourite brands delivered to India but now indulging in K-beauty products have become hassle-free and less expensive. The popularity has also led to the birth of e-commerce sites dedicated to K-beauty products. One such online store is Beauty Barn which is based out of Nagaland.
Beauty Barn was founded by Toina Kinimi who completed her master’s from St Xaviers College, Mumbai. ‘Ever since I entered my teens, I had a lot of breakouts and as I entered my college days, my skin got worse. I actually visited many skincare doctors and paid for regular facials with cosmetologists, and my skin would get better but once my visits stopped, it would go back to the same condition as before. It was then that I started understanding the ingredients in skincare products. I came to realize which ingredients suited me and which did not.’ This understanding of ingredients is what led Toina to explore Korean skincare. ‘I heard about various Korean skincare companies that make the best products in the world with proven results. This particular idea intrigued me for quite some time, and after much contemplation and deliberation, I decided to explore the then lesser known skincare industry. That would be the start of Beauty Barn.’
Now while there are quite a few online stores where you can find K-beauty products, there is something very special about Beauty Barn. After all, where else would the founder personally test most of the products. ‘I know how they work and their texture or if a particular product will suit someone with a certain type of skin.’ At the moment, Beauty Barn stocks and sells skincare products that are targeted for common skin issues such as acne prone skin, hyper-pigmentation, post acne scars, anti-aging, dry skin etc. So far, business has been good and they have received a lot of positive response from customers. ‘Most of our clients, both men and women, have messaged us saying that our skincare products have made a lot of difference to their skin, making them more confident. We have also had a lot of repurchases from our most of our customers which means that the products do work.’ Beauty Barn not only delivers across the Northeast but they also deliver all across India.
Of course, running an online store of this kind from the Northeast is not without challenges. ‘Logistically, we aren’t placed at a very advantageous position, given our basic infrastructure and economic drawbacks, but we are already catering to pan India clients and we are proud to be based in Nagaland, so I guess Beauty Barn in on the right track.’
Beauty Barn is the official distributer for some of the top global Korean skincare companies in the world. ‘We are also in talks with some other brands and will be introducing them soon into the market.’ Toina wants Beauty Barn to become a one stop destination for quality Korean skincare. ‘The idea is not just delivering products, but delivering products that work effectively.’
Visit www.beautybarn.in to browse products
By Meeta Borah
This article was first published in Eclectic Northeast May 2018 issue