Koraya Curation Process
STEP 1
Brand Discovery & Research
- Identify trending and high-performing Korean skincare brands.
- Review brand reputation, ingredient transparency, and certifications (FDA, KFDA, cruelty-free, vegan options).
- Analyze global popularity (Seoul, US, SEA markets) and relevance for Indian consumers.
STEP 2
Ingredient & Formulation Screening
- Work with dermatologists/experts to check formulations for Indian skin compatibility (humidity, pollution, sensitivity).
- Avoid harmful ingredients (parabens, sulfates, mineral oil, harmful alcohols).
- Prioritize clean, effective, and science-backed formulas.
STEP 3
Quality & Authenticity Verification
- Source only from authorized distributors or directly from brands.
- Request COAs (Certificates of Authenticity) and batch details before import.
- Inspect packaging and shelf-life on arrival.
STEP 4
Performance & Efficacy Testing
- Shortlist products for internal team trials (or select testers).
- Collect feedback on texture, absorption, results, and user experience.
- Approve only those products with consistently positive feedback.
STEP 5
Pricing & Accessibility Check
- Benchmark product prices against global & Indian market.
- Ensure competitive yet fair pricing, including duties and logistics.
- Offer popular SKUs first (best-sellers, hero products) for easier adoption.
STEP 6
Regulatory Compliance
- Ensure CDSCO registration (for cosmetics in India) where required.
STEP 7
Launch & Educate
- Create detailed product pages with benefits, ingredient breakdown, usage tips.
- Provide easy filters for skin concerns (acne, dryness, sensitivity).
- Launch with curated kits/collections for beginners to discover K-Beauty easily.
STEP 8
Continuous Feedback & Review
- Monitor reviews, customer feedback, and returns.
- Replace underperforming products with better options regularly.
- Stay ahead of trends by refreshing curation every 3–6 months.