- Harmony of clean beauty philosophy and wellness receives strong local acclaim
- “True beauty comes from within” – inspiring global emotions through K-beauty experiences
On June 21st, Mary&May, the clean beauty brand under AIDKOREA COMPANY INC, successfully hosted an exclusive yoga event in Mumbai, India, the birthplace of yoga, opening a new chapter for K-beauty in one of the world’s fastest-growing markets.
Embodying the brand’s philosophy that “healing of the body and mind leads to the beauty of skin,” the event resonated deeply with local participants. India, recognized as a rising growth driver in the K-beauty industry, has shown a strong interest in natural ingredients and eco-friendly values. Against this backdrop, Mary&May introduced an innovative marketing concept by combining yoga, a cultural essence of India, with its clean beauty philosophy.
Held under the slogan “Today’s Flow Comes with a Glow,” the yoga project went beyond simple product promotion, offering participants a holistic wellness experience that directly embodied the brand’s values.
Among the highlights of the event were Mary&May’s Vegan Wash-Off Pack line, particularly those that aligned with Indian traditions. The Vegan Rose Hyaluronic Hydra Wash-Off Pack, enriched with Damask rose petals, emphasized femininity and heritage while capturing the modern K-beauty aesthetic. Meanwhile, the Vegan Calendula Peptide Ageless Sleeping Mask, infused with calendula petals—regarded as a sacred flower in India—harmonized perfectly with the cultural context, drawing enthusiastic responses.
The Mumbai yoga event has been recognized as a distinctive global marketing case that emphasized emotional resonance and cultural connection over simple product showcasing. By merging yoga’s healing experience with K-beauty, Mary&May created strong cultural touchpoints, resulting in high participant satisfaction.
A Mary&May spokesperson commented, “India is a highly promising market for K-beauty. The clean beauty concept aligns seamlessly with traditional Indian values, and through this event, we were able to share Mary&May’s authentic philosophy. We will continue to strengthen our global presence by embracing cultural localization strategies that resonate with consumers worldwide.”
Mary&May, together with Formal Bee Kids, is a flagship brand of AIDKOREA COMPANY INC. With superior product efficacy and differentiated global strategies, the brand is rapidly expanding its presence across North America, Europe, and Southeast Asia—growing as a leading global name in K-beauty.