- South Korean dermo-cosmetic brand brings science-backed skincare targeting pigmentation, pores, under-eye ageing and loss of firmness
- Globally viral Peel Shot range leads the India launch with rice-based AHA-BHA, Pentavitin and rice water
- TikTok Shop’s No. 1 K-beauty brand in the US and UK expands its international footprint into India
- Available exclusively on Tira online and at select offline stores as Indian consumers embrace high-performance skincare
NE FEATURES BUREAU
MUMBAI, JULY 22
From Seoul’s skincare laboratories to India’s beauty shelves, one of K-beauty’s most talked-about names has arrived with a promise to make skincare smarter, slower and science-led.
Tira, the omnichannel beauty destination from Reliance Retail, has brought Dr. Melaxin, the fast-rising South Korean dermo-cosmetic brand renowned for its targeted, science-backed approach to skincare, to India.
The brand is now available exclusively on Tira online and at select offline stores, giving Indian beauty consumers access to one of the global K-beauty market’s rapidly emerging names.
Built around the philosophy of “slow aging”, Dr. Melaxin develops clinically evaluated formulations designed to address specific concerns such as pigmentation, enlarged pores, under-eye ageing and loss of firmness—while helping strengthen the skin’s resilience over time.
FROM VIRAL K-BEAUTY TO INDIA’S BEAUTY ROUTINES
Following its international expansion across the United States, Japan and Southeast Asia, Dr. Melaxin has rapidly gained global recognition, emerging as the No. 1 K-beauty brand on TikTok Shop in both the US and the UK.
The brand follows an 8-FREE clean formulation standard, with its products being cruelty-free, dermatologist-tested and suitable for sensitive skin.
Independent clinical studies have demonstrated visible improvements in hydration, radiance and skin firmness within four weeks.
Leading the India launch is the globally viral Peel Shot range—a gentle exfoliating ampoule powered by rice-based AHA and BHA, Pentavitin and rice water. The formulation is designed to exfoliate, refine pores and visibly improve skin texture and radiance.
SCIENCE-BACKED SKINCARE FOR INDIA’S EVOLVING BEAUTY CONSUMER
India is among the world’s fastest-growing beauty markets, with consumers increasingly seeking skincare that combines innovation, scientific credibility and visible results.
Dr. Melaxin’s focus on pigmentation, uneven texture, brightening and long-term skin resilience makes its proposition particularly relevant for Indian consumers navigating diverse climate conditions and increasingly sophisticated skincare routines.
The exclusive partnership with Tira reinforces the platform’s commitment to bringing globally acclaimed beauty innovations and authentic, high-performance brands to Indian consumers.
‘INDIAN CONSUMERS ARE CURIOUS, INFORMED AND GENUINELY INTERESTED’
Commenting on the launch, Yu Kyoung Hwa, Chief Executive Officer, Dr. Melaxin, said:
“Indian consumers are curious, informed and genuinely interested in effective skincare solutions. Their key concerns—from pigmentation to texture and firmness—are exactly what we have set out to address. Through our launch with Tira, we are excited to bring our most innovative products, including the Peel Shot line, to the people it was created for.”
With the launch of Dr. Melaxin, Tira further strengthens its growing portfolio of globally sought-after beauty brands.
The move also reinforces Tira’s positioning as a destination for premium beauty discovery, bringing cutting-edge, science-backed innovations and the latest international beauty trends to India’s increasingly discerning beauty community.
As K-beauty continues to influence skincare routines worldwide, Dr. Melaxin’s India debut adds a new dimension to the country’s rapidly evolving beauty landscape—where consumers are increasingly looking beyond instant fixes and seeking targeted, evidence-led skincare built for long-term skin health and resilience.
