Yes Madam takes its Korean-inspired Sokora range beyond salon services, bringing skin and hair care products to consumers through D2C and e-commerce channels.
Yes Madam is taking its Sokora beauty range beyond the salon chair. The at-home beauty and wellness platform has expanded its Korean-inspired skin and hair care line across D2C and e-commerce channels, allowing consumers to use the products as part of their everyday routines.
The expansion, announced on 1 October 2026, marks a new stage for Sokora, which began as a professional range used across Yes Madam’s beauty services. The products are now available through the Yes Madam app, Sokora’s website, Amazon, Flipkart and Myntra.
From Professional Beauty to Home Care
The move into retail follows the response to Sokora’s professional products, which are already used across services including Korean Waxing Ritual, Korean Glow Facial, Korean Body Polishing and Korean Hydraglo Facial.
The range emerged as one of Yes Madam’s top-selling offerings, while customer enquiries about using the products at home highlighted an opportunity to take the professional experience beyond salon appointments.
The retail portfolio includes Korean Glow Day & Nite Cream, Korean Kera-Tress Shampoo & Conditioner, Korean Reset Glow Face Wash, Sunscreen SPF 50, 5-in-1 Face Serum and 3-in-1 Hair Serum, among other products.
Korean-Inspired, Developed for India
While Sokora draws from Korean beauty, Yes Madam says the products have been developed specifically with Indian consumers in mind.
Rather than simply bringing existing Korean formulations to India, the range has been adapted around Indian skin types and weather conditions. The products are also designed to make everyday care more convenient, with travel-friendly formats and select products offering multiple benefits in a single formulation.
According to Aditya Arya, Co-Founder and CEO, Yes Madam, the brand identified growing consumer interest in Korean beauty alongside a need for products better suited to Indian skin, hair and climatic conditions. The response to Sokora’s professional range gave the company confidence to extend it into home use.
Expanding Yes Madam Beyond Services
The Sokora expansion also broadens Yes Madam’s role from an at-home beauty services platform to a business operating across both services and products.
Founded in 2016, Yes Madam currently operates across 55+ cities in India, offering salon and spa services delivered at home through trained professionals.
With Sokora now available through multiple digital and e-commerce touchpoints, consumers can access the range without booking a beauty service.
The larger opportunity for Yes Madam lies in connecting the two experiences: professional beauty services and products designed for continued care at home.
For Sokora, the journey from a professional-use range to a retail offering reflects a simple consumer demand—if a product works as part of a salon experience, consumers also want the option to make it part of their own routine.
