November 2, 2026
How Mirabelle Korea Used Influencer Marketing to Build Brand Awareness in India
Mirabelle Korea arrived in India on 24 May 2017 with sheet masks, and says it was the first brand to bring them here. Being early is one thing. Being remembered is another.
Years later, the brand wanted more people across India to know its name and its range, skincare and haircare. That meant reaching shoppers who had never come across Mirabelle Korea, in cities well beyond the usual beauty hubs.
We were brought in to make that happen, and it started with one question: who should introduce Mirabelle Korea to India, and where?
Here's how it came together.
That works out to roughly 1.1 engagements for every 100 views. The campaign is still running, with more creators scheduled to go live, so these figures will be updated as their content is published.
A brand that's been in India since 2017
Mirabelle Korea entered the Indian market on 24 May 2017. On its own account, it introduced sheet masks to the country, and it sells skincare built on Korean cosmetic technology, with formulations it positions as suited to Indian skin. The range also covers haircare. Two product lines meant two different things for creators to show. Skincare is about the routine and the result. Haircare is about a schedule you stick to, week after week. That difference shows up in the content they share.The category was warm. The name still needed introducing.
Myntra's Beauty in the Age of Gen Z report puts numbers on the interest. K-beauty demand on the platform rose 200% year-on-year, searches grew by over 300%, and half of its Gen Z beauty shoppers come from Tier 2 and Tier 3 cities. Those same cities account for half of its demand for international beauty products. Growing interest in K-beauty presents an opportunity for Korean beauty brands in India. For Mirabelle Korea, which has been part of the Indian market since 2017, this was an opportunity to build on that interest and strengthen recognition of its own brand and product range. The focus was on reaching more Indian consumers, including those in Tier 2 and Tier 3 cities, and introducing them to Mirabelle Korea's sheet masks, skincare and haircare products through creators they follow.What the brief asked for
Five requirements, all pointing at the same thing: get Mirabelle Korea recognised in more places than the usual beauty hubs.- Reach across regions, including consumers outside the big metros.
- At least 60% female creators, matching the brand's main audience.
- Creators from beauty, fashion, lifestyle and haircare.
- A mix of nano, micro and macro tiers.
- Product-led content, with Mirabelle Korea shown inside routines, tips and demos.
How we picked the creators
Women first
Mirabelle Korea's core audience skews female, so the creator mix did too. We kept it at 60% or above, which also opened up different kinds of content, from product recommendations to personal care routines to haircare tips.Past the metros
Half of Myntra's Gen Z beauty shoppers sit in Tier 2 and Tier 3 cities, so a campaign that stayed in the big cities would have missed a lot of the people it was meant for. We added creators from smaller markets for that reason. There's a second reason, specific to what Mirabelle Korea sells. A Korean shampoo can feel foreign on first glance. A creator from the viewer's own part of the country, washing and conditioning her hair on camera, makes it feel ordinary.Four categories, one product range
Each category got a different job.| Creator category | What they did for Mirabelle Korea |
| Beauty | Skincare recommendations, product talk and beauty routines |
| Haircare | Shampoo and conditioner inside schedules, tips and demos |
| Lifestyle | Mirabelle Korea within everyday self-care content |
| Fashion | Visibility among audiences who follow style and grooming |
Three tiers
Nano creators brought personal, close-to-home recommendations. Micro creators reached people who already follow beauty and haircare content regularly. Macro creators put the Mirabelle Korea name in front of much larger audiences. If you're deciding how to split a budget between them, our Influencer Tier Comparison breaks down what each tier is actually good for.What the Campaign content showed
Everything ran as Instagram Reels. The brief covered skincare and haircare, but several of the content angles centred on haircare, which gave creators something concrete to film. The formats that came out of it:- Haircare schedules, with Mirabelle Korea products placed inside the creator's routine.
- Tips for growing long, healthy-looking hair, with the products they rely on.
- Shampoo and conditioner shown in use, step by step.
- Product mentions folded into tips and recommendations, not dropped in as standalone ads.
The results so far
| Metric | Result |
| Views | 328,488 |
| Engagements | 3,655 |
What other brands can take from Mirabelle Korea's campaign
- A category boom doesn't hand you recognition. K-beauty searches on Myntra grew by more than 300%, and Mirabelle Korea still had to introduce itself.
- Lead with the product that's easiest to show in use. Haircare schedules and shampoo demos gave creators a routine to film, which a brand known for sheet masks could build on.
- Smaller cities are half the picture. If half of the demand sits in Tier 2 and Tier 3, the creator list should reflect that.
- Mix tiers when the goal is both reach and trust. Macro creators carried the name further, while nano and micro creators kept the recommendations personal.
