Etude hosted a two hour experiential evening at Soraia Bombay, Mahalakshmi, unveiling its three India exclusive shades designed in Korea, co curated by Palak Tiwari and Etude, and created for Indian skin tones. A first for the brand, this launch marks a milestone in bringing Korean innovation closer to Indian beauty sensibilities, from the labs of Seoul to celebrate Indian heritage.
The new Fixing Tint collection features three hues inspired by India’s aesthetics and the stories colours hold in everyday life, naming Mocha Mantra, Nude Noor and Sufi Red.
Guests were welcomed with the melodies of a live sitar artist, setting a culturally aligned tone for the evening. The venue featured interactive Indian inspired beauty experiences including a Gajra Station offering fresh mogra, a Henna Bar, a Bangle Bar, and a dedicated Shades Station where attendees could explore and swatch the new launches.
The event brought together industry insiders with Brand Ambassador Palak Tiwari joining as the star guest. From personalised consultations to shade matching rituals, the evening highlighted the harmony between Korean beauty philosophy and India’s colour stories.
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 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.”
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.”
