Korean Skincare Brand Dr. Melaxin Launches in India via Tira

Korean skincare brand Dr. Melaxin has officially launched in India, introducing 18 stock keeping units (SKUs) through the omnichannel beauty platform Tira. Inspired by the principles of vaccine science, the brand's lineup features its popular "Peel Shot" range. According to Tira, this collection has propelled Dr. Melaxin to become the top-selling Korean beauty brand on TikTok Shop in both the United States and the United Kingdom.

“Indian consumers are curious, informed, and genuinely interested in effective skincare solutions,” said Dr. Melaxin’s Chief Executive Officer, Yu Kyoung Hwa, in a press release. “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.”

Positioned as a dermo-cosmetic brand focusing on "slow aging," Dr. Melaxin utilizes clinically evaluated formulations to target skin concerns such as pigmentation, enlarged pores, under-eye aging, and loss of firmness. The brand's entry into India is part of a broader international expansion strategy, following recent retail growth in the US, Japan, and Southeast Asia. This rapid international expansion mirrors how other digital-first brands have leveraged social commerce to scale globally, as seen in the rapid rise of brands like Sheglam across multiple international markets.

“With the launch of Dr. Melaxin, Tira continues to strengthen its growing portfolio of globally sought-after beauty brands, reinforcing its commitment to bringing cutting-edge, science-backed innovations and the latest international beauty trends to Indian consumers,” Tira stated in its release. This partnership also reflects a wider global retail shift where major platforms are securing exclusive partnerships with emerging skincare brands, much like how Urban Outfitters has expanded its beauty footprint to introduce culturally relevant skincare to younger demographics. Currently, Tira boasts over 20 million app downloads and delivers to more than 98% of India's postal codes.