Yes Madam expands Sokora Korean inspired beauty range across e-commerce

MUMBAI: Korean beauty is having another glow-up, this time with an Indian address. At-home salon and wellness platform Yes Madam has expanded its Sokora Korean-inspired skin and hair care range across direct-to-consumer and e-commerce channels, taking products that were earlier used through its professional services directly into consumers’ homes.

The range is now available through the Yes Madam app, Sokora’s website, Amazon, Flipkart and Myntra. The move broadens Sokora from a professional beauty offering into an everyday retail range, giving customers access to the products without having to book a salon or beauty service.

The portfolio includes Korean Glow Day & Nite Cream, Korean Kera-Tress Shampoo & Conditioner, Korean Reset Glow Face Wash, Sunscreen SPF 50, 5-in-1 Face Serum and 3-in-1 Hair Serum, among other products. Several of the offerings combine multiple functions, reflecting the brand’s focus on making daily skin and hair care less complicated.

Sokora’s retail push follows the response to its professional range, which is already used across several Yes Madam services. These include the Korean Waxing Ritual, Korean Glow Facial, Korean Body Polishing and Korean Hydraglo Facial.

According to Yes Madam, the professional range emerged as one of the company’s top-selling offerings and began generating enquiries from customers who wanted to continue using the products at home. That demand has now prompted the company to take Sokora beyond the salon appointment and into the wider retail market.

The proposition is built around convenience as much as the Korean beauty influence. The range includes travel-friendly products, while selected offerings combine multiple benefits in a single formulation to address different skin and hair care requirements.

But Sokora is not being positioned as a simple import of Korean beauty trends. Yes Madam says the range takes inspiration from Korean beauty while being developed specifically for Indian consumers, with products adapted to Indian skin types and the country’s weather conditions.

That distinction gives the range a more local lens on a beauty trend that has travelled far beyond South Korea. Instead of simply bringing existing Korean formulations to India, the company says it has used the underlying inspiration while developing products around the needs of Indian consumers.

Aditya Arya, co-founder and CEO, Yes Madam, said the company saw growing interest in Korean beauty alongside a need for products better suited to Indian skin, hair and weather conditions. He said the company sought to bridge the gap by combining Korean beauty inspiration with an approach focused on Indian consumers and everyday convenience.

The retail expansion also changes how consumers can interact with the brand. While Yes Madam’s core proposition is built around at-home beauty and wellness services, Sokora gives the company a product-led route to stay connected with customers between appointments.

The move comes as beauty routines increasingly blur the line between professional services and at-home maintenance. A customer may discover a product through a salon treatment and then want to recreate or extend that routine at home, creating an opportunity for service platforms to build product businesses around their existing consumer relationships.

For Yes Madam, Sokora therefore serves as more than an extension of its Korean-inspired services. Its presence across the Yes Madam app, Sokora’s own website and three major e-commerce platforms gives the range a wider retail footprint while allowing the company to test demand beyond its service ecosystem.

The company said it plans to continue exploring new offerings based on changing consumer needs and preferences. With Sokora now moving from professional treatments to everyday shelves and shopping carts, Yes Madam is looking to build a beauty proposition that travels with consumers long after their salon appointment ends.