YURIWOORI: A Quiet Revolution in Korean Skincare, Now Made for India.

In a world saturated with skincare promises and overhyped beauty trends, one brand is choosing to slow down and reconnect consumers with the essence of self-care. YURIWOORI, a newly launched Korean skincare brand founded by Arti Srivastava and supported by her team, brings to India the philosophy of mindful beauty—one rooted in purity, luxury, and authenticity.

Launched in July 2025, YURIWOORI (which beautifully implies  “All of us may look clean and beautiful like glass”) stands out as a breath of calm in the chaotic world of skincare. But make no mistake—behind its soft aesthetics and quiet charm lies a powerful brand story and a bold ambition to redefine what skincare means for the Indian consumer.

Born from a Personal Journey, Built for a Purpose

The inception of YURIWOORI is not just entrepreneurial—it’s deeply personal. During a trip to South Korea in 2024, Arti Srivastava was struck by the transparency and integrity of Korean skincare culture. Conversations with Korean skincare experts opened their eyes to a glaring gap back home: While Indian consumers love K-beauty, most offerings in the Indian market were either overpriced, unauthentic, or dependent on unreliable drop-shipping models.

Determined to change this, the couple returned with a vision—to launch a brand that would deliver genuine, high-quality Korean skincare products directly sourced from Korea, yet tailored, approved, and priced for the Indian market.

YURIWOORI was born from this vision. With Arti Srivastava as the founder and face of the brand, and with a very able team for operational insight and strategic support, they started working on the brand in November 2024. They secured necessary CDSCO approvals to ensure regulatory compliance and built a clean D2C model—starting with listings on their own website (www.yuriwoori.com) and Myntra, with plans to expand rapidly across e-commerce and quick commerce platforms.

Skincare That Feels Like a Ritual, Not a Routine

YURIWOORI doesn’t just sell skincare—it sells a philosophy.

"At YURIWOORI, skincare is more than a routine—it's a quiet, personal ritual of self-love," the brand states.

Inspired by the gentle rhythms of Korean beauty rituals, every product from YURIWOORI invites users to pause, reflect, and reconnect with themselves. The range is clean, vegan, and consciously crafted. From face masks and toners to eye patches, ampoules, and soothing gels, each formulation is a delicate blend of potent ingredients and sensorial indulgence.

Perhaps the most unique offering is their 30-day face sheet mask box, designed to turn everyday skincare into a daily act of joy. It’s modern skincare, steeped in stillness, crafted for those who seek balance and glow without complexity.

A Brand That Puts Integrity First

What makes YURIWOORI’s promise stand out in a crowded marketplace is its emphasis on transparency and accessibility. Unlike many brands that mask mediocrity with fancy marketing, YURIWOORI is grounded in quality.

The products are directly sourced from Korea’s top laboratories and come with the assurance of CDSCO approval—making them both globally benchmarked and locally compliant. The formulations are comparable to some of the world’s leading K-beauty brands but priced affordably for Indian consumers.

The brand’s tagline—“Luxury Elixirs, Straight from Korea”—isn’t just a catchphrase; it’s a promise of excellence without excess.

More Than Skin Deep: A Vision for the Future

While the brand is still in its early days, its long-term vision is ambitious: To become the best Korean skincare company in India, synonymous with quiet luxury, ethical formulations, and intentional living.

YURIWOORI isn’t chasing hype cycles or influencer fads. Instead, it is building a loyal, conscious community—one consumer at a time. With a projected sales goal of ₹10 crore by March 2026, the team is focused on expansion, both in digital presence and product offerings.

The brand is also steadily carving its digital footprint. Its Instagram (@yuriwooriskin), Facebook, YouTube, and LinkedIn pages are curated with aesthetic precision and educational content—reflecting the same elegance and thoughtfulness found in its products.

The Final Glow

In an age where “clean beauty” often feels like a marketing gimmick, YURIWOORI is here to remind us what real, meaningful skincare looks like. It’s not about trends or shelf overload. It’s about connection, confidence, and clarity.

With YURIWOORI, promoters are doing more than launching a brand—they’re crafting a movement. One where skincare slows down, quality rises, and luxury is redefined as something that nourishes not just the skin, but the soul.

YURIWOORI isn’t just another name in the skincare world. It’s a new standard for what Indian consumers can expect from Korean beauty—authentic, accessible, and deeply intentional.