The partnership targets wider consumer access across metro, tier 2 and 3 markets amid growing demand for Korean beauty products.
Korean beauty brand Etude has expanded its India retail presence by adding Flipkart to its distribution network, widening access to its makeup and skincare portfolio across metro, tier 2 and 3 markets.
The move strengthens Etude’s omnichannel strategy in India, where the brand is already available through beauty retailers, brand stores, ecommerce and quick-commerce platforms. The Flipkart partnership gives the brand an additional marketplace to reach consumers beyond its existing retail channels.
The company’s portfolio on Flipkart includes its Dear Darling Lip & Cheek Tint, Fixing Tint and SoonJung skincare ranges. The Fixing Tint collection also includes India-exclusive shades Mocha Mantra and Sufi Red.
“India continues to be one of the most dynamic and fastest-growing beauty markets globally, with consumers increasingly seeking authentic, innovative, and high-quality beauty experiences,” said Paul Lee, Managing Director, Amorepacific India.
Lee said the partnership would help Etude reach more consumers across India while making its Korean beauty products more accessible.
Etude entered India in 2019 and has since expanded its presence across multiple retail channels. The brand is part of South Korean cosmetics group Amorepacific, whose portfolio also includes Laneige, Innisfree and Sulwhasoo.
