As global beauty brands continue to localise for India’s fast-evolving consumer landscape, Etude, the globally loved Korean beauty brand, has taken a decisive step forward with the launch of three India-exclusive lip tint shades, thoughtfully created for Indian skin tones. Hosted at Soraia Bombay, Mahalaxmi, the two-hour immersive evening marked a milestone moment for the brand — bringing Korean innovation from the labs of Seoul into a celebration of Indian culture, colour, and individuality.
This first-of-its-kind launch for Etude features shades designed in Korea, co-curated by Brand Ambassador Palak Tiwari and the Etude team, and created exclusively for Indian consumers. The unveiling signals Etude’s deeper commitment to understanding local beauty preferences while staying true to its K-beauty DNA of innovation, performance, and playfulness.
A Product Line Inspired by India’s Colour Stories
At the heart of the launch was Etude’s Fixing Tint collection, reimagined through an Indian lens. The three new shades draw inspiration from India’s everyday beauty rituals and emotional connection with colour:
- Mocha Mantra — a modern, grounding brown inspired by India’s timeless love for classic earthy hues
- Nude Noor — a soft beige-pink designed to flatter a wide spectrum of Indian skin tones
- Sufi Red — a bold, iconic red reinterpreted with a fresh, contemporary edge for today’s woman
Each shade reflects Etude’s focus on wearability, inclusivity, and long-lasting performance, making them well-suited for Indian climates, lifestyles, and diverse complexions.
An Experiential Brand Showcase Rooted in Culture
The evening unfolded as a thoughtfully curated brand experience, welcoming guests with the soothing melodies of a live sitar performance that set a culturally rich tone. The venue featured Indian-inspired interactive elements including a Gajra Station with fresh mogra, a Henna Bar, a Bangle Bar, and a dedicated Shades Station, allowing attendees to explore and swatch the new Fixing Tint launches firsthand.
From personalised consultations to shade-matching rituals, the experience highlighted the harmony between Korean beauty philosophy and India’s vibrant colour traditions, reinforcing Etude’s strategy of blending global expertise with local storytelling.
Brand Leadership Speaks
Brand Ambassador Palak Tiwari, who played a key role in co-curating the shades, shared her perspective on the collaboration:
“Co-curating these shades with Etude has been such a meaningful experience. We wanted colours that feel real, wearable, and true to the beauty we see every day in India. Seeing them come alive tonight—through the culture, the energy, and the people—was incredibly special.”
Highlighting the brand’s long-term vision for India, Paul Lee, Country Head, Pacific India, said:
“This launch represents Etude’s deepening connection with India. Creating shades in Korea, specifically for the Indian market, is a testament to how seriously we value local preferences. Tonight’s experience beautifully brought together the spirit of Seoul and the soul of India.”
Echoing this sentiment, Mini Sood Banerjee, Deputy Director & Head of Marketing, Etude India, emphasised the consumer-first approach behind the launch:
“Indian consumers are at the heart of this launch. Every element of this evening from the cultural touchpoints to the personalised shade stations was designed to celebrate their individuality. We are excited to continue crafting beauty moments that feel inclusive, joyful, and authentically Indian.”
A Strategic Step Forward for Etude in India
With this India-exclusive Fixing Tint collection, Etude reinforces its position as a brand that listens closely to its consumers while leveraging global innovation. By aligning product development, brand storytelling, and experiential marketing, Etude is not only expanding its portfolio in India but also building deeper emotional connections with Indian beauty enthusiasts.
As the Indian beauty market continues to mature, launches like this underscore how global brands can succeed by honouring local sensibilities, celebrating diversity, and creating products that truly resonate — making beauty feel personal, inclusive, and joyfully Indian.
