kindlife, one of India’s fastest-growing beauty and wellness platforms, has officially launched Neaf Neaf, the highly anticipated skincare brand by South Korean celebrity and mega-influencer Jeong Ji-woo. As the demand for K-beauty continues to surge in India, kindlife is at the forefront of bringing globally coveted brands closer to Indian consumers. With Neaf Neaf making waves internationally, its arrival in India is set to redefine skincare routines with its gentle yet effective formulations.

Jeong Ji-woo, a renowned influencer with over 10 million Instagram followers and 1.7 million YouTube subscribers, has carefully curated Neaf Neaf to simplify daily skincare. Rooted in her personal journey, the brand is designed to cater to all skin types, with a particular focus on sensitive skin. Neaf Neaf stands out for its innovative approach to beauty, offering irritation-free and skin-friendly solutions that promote long-term skin health.

“We’re very excited to bring Neaf Neaf to India. At kindlife, we are committed to curating the most sought-after K-beauty products, ensuring consumers experience the best of Korean trends firsthand. Ji Woo’s commitment to safe, efficacious products resonates with our philosophy.  With Neaf Neaf, we continue to bring innovative, trending brands to Indian consumers,” shared Radhika Ghai, Founder & CEO, kindlife.

Prior to the official launch, Neaf Neaf made its debut in India through a strategic pre-launch partnership with kindlife at Kosmos, the Korean Festival by kindlife. This collaboration highlighted Korea’s influence in beauty and wellness, marking a significant moment for the brand’s entry into the Indian market.

With the ever-growing influence of the Hallyu Wave, Gen Z and Gen Alpha are actively embracing K-beauty innovations. kindlife continues to bridge the gap between global beauty trends and local demand, offering consumers a curated space to explore, learn, and shop the best of Korean beauty. More than just a retail platform, kindlife is fostering a vibrant community that celebrates beauty, self-care, and innovation.

kindlife, the go-to beauty and wellness e-commerce platform for young India, is ushering in a new era of innovation with the launch of their revamped logo – kiki 2.0, an advanced AI-driven transformation.

As global beauty trends gain momentum in India, kindlife is at the forefront of this shift, making coveted internationally trending brands more accessible than ever. With Generation Z and Generation Alpha eager to explore the latest innovations, kindlife is bridging the gap between global beauty standards and local availability. Now, with kiki 2.0, the platform is redefining self-care—offering a seamless, AI-powered experience that personalizes beauty like never before.

The inspiration behind kindlife’s new look is that of a global citizen deeply connected to self-care and nature. She knows that beauty isn’t just about looking good; it’s about feeling good inside out. The new logo reflects this essence— vibrant, whimsical and full of life.

Radhika Ghai, Founder & CEO of kindlife says, “Our new logo embodies cuteness, self-expression, and the spirit of a new generation that values authenticity and purpose. Beyond being cute, it has to have the right tonality and meaning attached. AI is transforming the beauty and wellness industry, especially for Gen Z and Gen Alpha. As they move away from the ‘Google’ to ‘AI-driven ChatGPT’ world, their approach to self-care discovery is also undergoing a significant shift. We stand at the forefront of this digital revolution—where technology meets cutting-edge beauty to empower and inspire a new generation. We’re leveraging AI to enhance user experiences, foster deeper connections, and create a more intuitive and personalized journey.”

Making beauty accessible in India, leading with Korea and Japan, two global powerhouses renowned for their advanced formulations and skin-first philosophy; kindlife is curating the best of trending brands that truly resonate with this new generation of beauty enthusiasts. The growing influence of Hallyu (the Korean Wave) and J-Wave (the Japanese Wave) has led Indian consumers to increasingly embrace K-beauty’s intricate multi-step routines and J-beauty’s minimalist, results-driven approach.
“kiki isn’t just a logo—she’s a personality. She’s playful yet wise, fun yet insightful. She helps consumers navigate the app with ease, offering personalized recommendations, tips, and guidance tailored to their unique beauty and wellness needs. She’s your go-to companion, always evolving alongside you”, adds Radhika.

In less than three years since its launch, kindlife has rapidly grown to become young India’s favorite destination. With over 800 brands and a 2.5 million community, 60% of their orders come from international brands. Through their kindbox service, they are exclusively launching 35 brands in the next two quarters enabling brands to tap into the immense potential of 700 million+ consumers.

kindlife, the global beauty platform focusing on health, beauty, and wellness categories, is entering the offline space through a strategic collaboration with NewU stores, operated by H&B Stores Limited, a 100 per cent subsidiary of Dabur India Ltd, Radhika Ghai, founder and CEO at kindlife told ETRetail.

By powering NewU's established offline retail presence of 100+ stores pan India, kindlife aims to extend its curated selection of Korean and Japanese beauty brands to a broader audience.

"Currently, NewU runs 156 stores spread across 36 cities and to begin with, we will be available at the 20 stores of the brand. Most of these stores are in tier I and metro cities," she said.

"At present, we are only launching the around 25 most popular brands at NewU and going ahead, we will be rotating the brands at the store and will also be indulging in some exclusive launches of brands in India with NewU," she further added.

Currently, the e-commerce marketplace has 800 brands listed on its website and out of these 100 are international brands.

"We already work exclusively with about 25 Korean brands and 3 Japanese brands," she stated.

"Going ahead, we are planning to launch 2 more Japanese brands, and we are working to get some more brands from Europe, UK and the US," she further added.

Currently, 40 per cent of the orders of the e-commerce marketplace comes from tier I and metro cities, and the remaining 60 per cent is contributed by tier II and beyond.

"At present our average order value stands at Rs 2,500," she said.

When asked about exploring the quick commerce space, she said, "We have no plans to go full blown on quick commerce, however, we are looking forward to list afew brands on the quick commerce."

"Apart from this, in larger towns and cities, we have a solid 3PL partnership and we do deliver within 12 to 24 hours and that's where we continue to be," she further added.

In the next quarter, the e-commerce marketplace is planning to launch its own offline store in Delhi and Hyderabad. These stores will offer immersive experiences like housing a Korean beauty salon and more.

"Our flagship store will be spanning across 2,500 sq.ft and the smaller format stores will spread across 600-1,000 sq.ft. By this CY end, we plan to open 5-6 stores," she asserted.

"Apart from this, we are also planning to launch private label brand and we are working with a celebrity for that. It will be manufactured in Korea," she urther added.

The brand, which closed the last fiscal with Rs 20 crore in revenue, is currently running on a GMV ARR of Rs 140 crore.

"Right now, at the bottom line, we are not profitable, but we expect to be profitable by this calendar year end," she said.

The e-commerce marketplace, which raised a total funding of $12 million over 3 rounds, is planning to raise Series B in the next quarter.