Kajal Arora Interview
"Sales can come from hype, but retention only comes from trust."
From simplifying skincare routines to uncovering affordable alternatives, Kajal Arora has built a loyal community by prioritizing results, honesty, and value over trends, hype, and marketing promises.
Q. For readers meeting you for the first time, who is Kajal Arora beyond HookedToSkincare?
I’m a Punjabi girl, basically from Jalandhar who started her beauty journey
7-8 years ago. I'm a mother of two lovely boys and somewhere along the way, I
found my passion here. Otherwise I might have lost myself in daily chores but
this is what makes me feel alive and now has become my full time job.
Q. You’ve spent years testing skincare across price points. What changed the way you think about “good skincare”?
After years of trying skincare across different price points, the biggest shift for me was realizing that good skincare isn’t about how many products you use or how expensive they are. As a beginner, I used to follow 10-11 step routines thinking that’s the only way to get good skin. It did help but over time I realized that you don’t need an extensive routine, just stick to 4-5 basic products, stay consistent and switch actives when needed so less is more.Q. Your bio says “Luxury redefined, beyond the price.” What does affordable luxury mean in beauty today?
For me, affordable luxury is not about the price, it’s about the value. If a 3000/- product and a 600/- product work in a similar way, then that ₹600 product is what I call affordable luxury. A lot of the time, the price difference comes from branding, marketing and popularity and not just the formulation. That’s why I always try to share good alternatives with my audience. Not everyone wants to spend thousands on skincare or beauty and they shouldn’t have to. But I also make sure I try and test everything properly before recommending it.Q. You’ve worked with global names and Indian skincare brands alike. What separates brands that build trust from brands that only create hype?
For me, the difference between trust
and hype is simple - RESULTS !! Hype can bring attention but if the product
doesn’t work, it won’t last. Brands that focus on good formulations,
transparency and real results are the ones people trust. Today’s audience is
smart. They try products and only repurchase if they actually work. At the end
of the day, sales can come from hype but retention only comes from trust.
Q. K-beauty has become mainstream in India. What are people still getting wrong about Korean skincare?
K-beauty is everywhere right now but
what people forget is that Indian weather is very different. We deal with
humidity and harsh summers so that glazed look isn’t always practical. You
don’t need layers and layers of hydrating toners or heavy creams all year
round. Go for light, gel based products and avoid over layering or slugging in
summers. Also, sheet masks have become super popular but I’ve never really been
a fan. Instead of spending 100/- on one sheet mask for a single use, I’d rather
invest in a 1000/- serum that will give you way more uses.
Q. Your content often helps people decide what to buy and what to skip. What is your process before recommending a product publicly?
Yes this format went viral on my page and hundreds of creators copied it. My main criteria is that I try products and when something feels very similar in terms of formulation, texture and results, that’s when I feature them. Now It’s not about testing for months, it’s about understanding how the product performs. Also expensive is not always bad and affordable isn't better. For example a lip balm for 150/- that doesn’t hydrate is not worth it, You’re better off spending 250/- or 300/- on something that actually works.Q. You’ve tried hundreds of products over the years. Has skincare become too complicated for consumers?
The beauty industry is growing fast because women today want to invest in
themselves. They are independent, they are focused on grooming which wasn't the
case earlier. But with so many new brands launching every day, it can get
overwhelming even for me. That’s why I only recommend products I truly trust.
Keep your routine simple and consistent. If something works for you, stick to it
and don’t keep changing products all the time.
Q. You also speak about perfumes and body care now. How do you decide when to expand your niche without losing your identity?
I started with skincare but I slowly moved into body care and perfumes
because I got a little bored posting the same content and I wanted to add
something new while still staying in my niche. I experimented with body care,
saw an amazing response. Same with perfumes, I have a huge collection of
perfumes from affordable to high end and I only recommend what I personally use
and love so yeah when you are real and passionate, people connect.
Q. As a beauty creator, how do you balance honest reviews with brand partnerships?
At this point, I don’t accept random paid partnerships. I only work with brands I genuinely like and trust so when I’ve used a product, it becomes much easier for me to talk about it honestly and convince my audience to buy it. I also keep a balance like if I’m doing around 30% paid content, I make sure 70% of my content is organic because my audience follows me for value, not just ads.
Q. If you had to build a complete skincare routine for your younger self using only five products, what would make the cut and why?
Skincare routine for my younger self:
STEP 1 CLEANSER: I would start with a Foxtale cleanser which also removes your
makeup very gently. It can be used both day and night since it’s super gentle
on the skin.
STEP 2 HYDRATING TONER: Next, I would go in with a hydrating toner, like the
fragrance-free one from Klairs.
STEP 3 VITAMIN C SERUM: Then I’d top it up with a Vitamin C serum for
brightening and to help fade dark spots especially because you know we’re out
in the sun a lot.
STEP 4 MOISTURISER: Follow it up with a good moisturizer. I personally prefer
gel based ones that feel light yet nourishing like the Belif Aqua Bomb or
Clinique Moisture Surge.
STEP 5 SUNSCREEN: And lastly a good sunscreen. I really love the Dot & Key
Dragonfruit sunscreen or even the Beauty of Joseon Aqua sunscreen, both have a
very similar lightweight texture. For lip balm, I love the TYPSY beauty lip
treatment, it’s tinted, nourishing and has super cute packaging.
Q. If your personality had to be described using one skincare ingredient and one perfume note, what would they be?
If my personality had to be a skincare product, I think I’d be a sunscreen because I'm a very emotional person and truly an empath. I always try to protect the people I love and be there for them. And if i was a perfume note, i would be vanilla. Sweet, warm, comforting but vanilla fades quietly too so i feel unappreciated or disrespected, I cut myself off too.Bio:
Kajal Arora is a digital beauty creator and
the face behind Hooked to Skincare, a platform built around luxury beauty,
skincare education, and fragrance curation. With a keen eye for quality and a
passion for discovering trusted brands, she has created a community that values
authenticity over trends. From K-beauty essentials to premium skincare
recommendations, Kajal inspires her audience to invest in products that truly
work while embracing self-care as a lifestyle.
Interview by Abhisek Rath
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