Etude launches India-exclusive fixing tint collection co-curated with Palak Tiwari

Korean beauty brand Etude has announced the launch of its first-ever India-inspired Fixing Tint collection, unveiled during an immersive experiential evening in Mumbai. The event, held at Soraia Bombay in Mahalakshmi, marked a milestone for the brand as it introduced three India-exclusive shades co-curated with brand ambassador Palak Tiwari.

Designed in Korea and created specifically for Indian skin tones, the new Fixing Tint collection reflects Etude’s effort to align Korean beauty innovation with Indian aesthetics. The three shades — Mocha Mantra, Nude Noor and Sufi Red — draw inspiration from India’s cultural colour stories and everyday beauty expressions.

The launch event brought together industry insiders, creators and guests for a two-hour experiential showcase blending colour, creativity and cultural elements. The evening opened with live sitar music, setting the tone for an India-inspired celebration. Guests explored interactive beauty installations including a Gajra Station with fresh mogra, a Henna Bar, a Bangle Bar and a Shades Station where attendees could swatch and experience the newly launched tints.

Palak Tiwari, who co-curated the collection with Etude, joined the event as the star guest. The launch highlighted personalised beauty experiences such as shade-matching rituals and consultations, reflecting the brand’s focus on inclusivity and individuality.

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.”

Speaking on the brand’s India-focused approach, 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.”

Mini Sood Banerjee, Deputy Director & Head of Marketing, Etude India, emphasised the consumer-centric vision 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.”

Founded in 1985, Etude is a globally recognised Korean beauty brand known for its playful, colourful approach to cosmetics. Since expanding internationally in 2009, the brand has built a strong presence across Asian markets including Thailand, Japan, Hong Kong and India, positioning itself as a prominent ambassador of K-beauty culture.

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