Meet Toinali Chophi, the founder of Beauty Barn, India’s leading Korean skincare company. Here’s all you should know about her transition from teacher to successful entrepreneur.
The Korean wave has taken over the world, and India has been one of the top countries to experience it for some time. From the fashion business to the music and cosmetics industries, the Korean tsunami shows no signs of receding. Although it’s difficult to say if Korean dramas started it all in India or not, credit belongs to the famous boy band BTS for bringing Indian youth to Korean culture.
Factors driving the popularity of Korean beauty and skincare products in India
Korean music and cinema have been dominating headlines in India for some time, and Korean skincare is now gaining popularity worldwide. K-beauty is expanding not only in India, but also in many other nations, thanks to Koreans’ immaculate skin and youthful attractiveness. Korean skincare has recently emerged as the world’s second largest cosmetics exporter, after only France.
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Top Korean Beauty & Skincare Brands in India
The key reasons for the phenomenal increase in demand for Korean skincare and beauty products are that they are affordable, created from natural ingredients, cater to inclusive beauty, and have cute and attractive packaging. Many Korean skincare companies have successfully established themselves in the Indian market.
Some well-known K-beauty brands include Innisfree, The Face Shop, Etude House, Tony Moly, Laneige, SNP, Dear Klairs, Cosrx, Elizavecca, Heimish, and Missha. Beauty Barn is one of the most well-known Korean beauty and skincare businesses, with a lot of good buzz surrounding it. Beauty Barn’s sales have surged in recent years, and it is now widely regarded as one of India’s most trusted K-beauty brands.
Meet Toinali Chophi, the founder of the Korean beauty and skincare business, Beauty Barn
Toinali Chophi, a Nagaland-based entrepreneur, founded Beauty Barn, one of India’s leading Korean skincare businesses. The Korean beauty company offers a wide selection of skincare products designed to meet the needs of its customers.
According to The Print, Toinali launched her K-beauty brand in 2016, and Beauty Barn was one of India’s first Korean skincare firms, producing COSRX snail mucus, Klairs freshly juiced vitamin drop, and Holika Holika ceramide cream.
Toinali Chophi founded her firm, Beauty Barn, with only 30 employees and 500 orders in the beginning. However, due to the high quality of her items, her sales increased dramatically in the following years. Beauty Barn currently serves 5,000 to 10,000 orders and is rapidly expanding.
While Toinali has over 45K followers on her official Instagram accounts, her brand, Beauty Barn, has a staggering 126K fans. Because of the exponential expansion of Beauty Barn’s online presence, the company is gaining notice with its first physical store in Dimapur, Nagaland.
Toinali Chophi’s Beauty Barn may have a competitive advantage over Nykaa and Amazon
In an interview with The Print, Jacinta Lawlawmpii, who has been following Beauty Barn from its inception, discussed the dominance of Nykaa and Amazon in the Indian beauty and cosmetic sector. Jacinta discussed her thoughts on Beauty Barn’s sustainability in the skincare industry under so much competition, as well as why she believes Beauty Barn has a tiny advantage over Nykaa and Amazon. She said,
“There is a huge score of offline sellers because the mainstream brands don’t have many products on their apps. Also, local people prefer buying from local stores. The company (Beauty Barn) has definitely made a mark in the rest of India. Since they had the contacts and funds, they made it accessible for people after getting famous in the Northeast.”
Toinali Chophi also discussed the future plans for her company, Beauty Barn. Toinali, who has always sought to make her business a household name in India, disclosed that she has a lot of plans. She said, “So far, we have not gone out to connect with customers outside of the Northeast. We plan to have loads of activities around that. From the start, my focus was never [limited to] the Northeast. It has always been pan-India.”
Toinali Chophi explains she founded the K-Beauty business, Beauty Barn, after her skin began cracking at the age of 13
In an interview with YourStory, Toinali Chophi explained why she founded her Korean skincare brand, Beauty Barn. The Nagaland-based entrepreneur claimed that when she was 13, her skin began breaking, and despite trying a variety of products, she eventually decided to use Korean skincare after one of her friends introduced her to it in 2015. In 2016, Toinali quit her job as a teacher to launch her own skincare line, Beauty Barn, after researching K-Beauty. She said,
“When I turned 13, my skin started breaking out, and the acne was severe and all over my face. It was very embarrassing as a teenager, and I used to cover my face with a scarf. At one point, the breakout was so bad that I couldn’t even touch my face. I had almost every skin concern. I became my own guinea pig. I would try it on my skin, and depending on how it worked, I would suggest to others.”
Aside from being a successful entrepreneur, Toinali Chophi is happily married to Inoto Kinimi, and the pair has three children: two sons and one daughter. The adoring mother frequently publishes photographs and charming videos of her children on her Instagram account, providing clients of her brand, Beauty Barn, with an inside look into her life. According to a Mordor Intelligence analysis, the K-beauty business in India is predicted to increase at a CAGR of 9.4% between 2021 and 2026. We hope Toinali continues to thrive as an entrepreneur.
What are your thoughts on Beauty Barn’s Korean skin care products? Do you believe Toinali Chophi’s brand can outperform other major players in the Indian market? Let us know.
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