Etude, hosted a two-hour event at Soraia Bombay, Mahalakshmi, to introduce its three India-exclusive shades designed in Korea and co-curated with Palak Tiwari, created for Indian skin tones. This launch marks the brand’s first India-specific release. The new Fixing Tint collection includes Mocha Mantra, Nude Noor and Sufi Red, each referencing Indian aesthetics and colour traditions.
Industry attendees were joined by brand ambassador Palak Tiwari. The event included consultations and shade-matching sessions, highlighting the connection between Korean beauty formats and India’s varied color preferences.
Palak Tiwari, Brand Ambassador, Etude India said, “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.”
Paul Lee, Country Head, Pacific India, “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.”
Speaking about the event, Mini Sood Banerjee, Deputy Director and Head of Marketing, Etude India said, “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.”
