K-beauty brand expands its bestselling Fixing Tint range with Bollywood Pink and Festival Fuchsia, inspired by Indian celebrations and growing demand for vibrant, long-wear lip colours
Korean beauty brand Etude has expanded its bestselling Fixing Tint range in India with the launch of two new shades—Bollywood Pink and Festival Fuchsia—as it looks to strengthen its presence in the country’s rapidly growing beauty market.
Inspired by the vibrancy of Indian celebrations, the new shades have been designed for consumers seeking bold, expressive lip colours that offer long-lasting wear while remaining lightweight and comfortable.
India-Inspired Shades Target Growing Demand For Bold Colours
The two additions reflect Etude’s strategy of localising its global portfolio for Indian consumers.
Bollywood Pink draws inspiration from the glamour and vibrancy of Indian cinema, offering a bright pink hue suited to both everyday and festive looks.
Meanwhile, Festival Fuchsia is aimed at consumers looking for statement makeup, delivering an intense fuchsia shade designed for celebrations and evening occasions.
Focus On Long-Wear Performance
The new Fixing Tint variants feature Etude’s signature lightweight formula with a soft matte finish, offering buildable colour while remaining transfer-proof and smudge-resistant.
According to the company, the tints are designed to provide all-day comfort and are suitable for a wide range of Indian skin tones, catering to occasions ranging from workdays and casual outings to weddings and festive celebrations.
Available Across Omni-Channel Retail Network
The newly launched shades are priced at Rs 950 each and are available through Etude’s retail stores as well as leading online platforms, including Nykaa, Myntra, Amazon, Tira and Blinkit.
The launch further strengthens the brand’s omni-channel strategy in India, where it has expanded its retail footprint since entering the market in 2019.
Betting On India’s Growing K-Beauty Market
Founded in 1985, Etude is part of South Korea’s Amorepacific Group, which also owns beauty brands such as Laneige, Innisfree and Sulwhasoo.
As demand for Korean beauty products continues to rise in India, the company is increasingly introducing products tailored to local preferences while leveraging both physical retail and e-commerce channels to expand its rea
