kindlife, Young India’s premier destination for trending global beauty and wellness, today announced the strategic launch of kindlife Studios, a dedicated in-house production arm designed to revolutionise product discovery, community engagement, and brand narratives for the Gen Z consumer. With this launch, kindlife is accelerating its evolution from a commerce platform into a culture-and-entertainment powerhouse, rooted in the core behavioural shift that for Gen Z, discovery is no longer driven by traditional ads but by the digital worlds they inhabit, stories, creators, and viral cultural moments.

“Gen Z doesn’t separate content from community - the content is the store,” said Manasa Garemella, Co-founder of kindlife. “With kindlife Studios, we are building ‘edutainment’ for the category, moving beyond simple transactions to create cutting-edge, culture-first content designed specifically for the way this generation consumes information. Global leaders like Netflix have long used content as a primary growth engine, and fashion brands such as Gap are now investing in entertainment leadership to shape culture; kindlife Studios brings this high-level strategy to the Indian beauty landscape.”

This shift is particularly relevant to kindlife’s pioneering role in building the Korean beauty category in India. Rather than simply listing global brands, the platform has focused on creating context - through education, creators, and cultural storytelling - to help new categories take root with young consumers. With kindlife Studios, that approach becomes a formalized capability, allowing both international and emerging brands to co-create content, trends, and conversations that define the next phase of beauty discovery in India. 

The studio’s impact is already reflected in its metrics, with kindlife’s content ecosystem generating nearly 100 million views over the past six months. A cornerstone of this success is the creation of original "microdrama" IPs - short-form, culture-led narratives shot entirely in-house. Its viral series, Seoul Searching - country’s first Indian K-drama micro-series - has emerged as a flagship property, proving that high-frequency, social-first storytelling is the most effective vehicle for consumer resonance. Beyond entertainment, the studio is scaling education-led IPs like Glass Skin by kindlife, a YouTube channel decoding K-beauty routines, and original verticals such as To Be Honest (unfiltered product reviews) and Bro-tox (skincare for men), which drive record engagement through relatable, honest conversations.

By blending a highly curated destination with a high-octane content studio, kindlife has created a seamless environment where community, content, and commerce coexist, helping brands enter the Gen Z zeitgeist through entertainment formats that resonate with the next generation of shoppers.