K-beauty favourite Etude debuts three shades crafted in Korea for Indian skin tones, co-curated with Palak Tiwari, at a vibrant experiential evening in Mahalakshmi
Etude, the globally loved Korean beauty brand, hosted a vibrant two-hour experiential evening at Soraia Bombay in Mahalakshmi, unveiling three India-exclusive Fixing Tint shades designed in Korea and co-curated with Brand Ambassador Palak Tiwari. Created especially for Indian skin tones, the new shades—Mocha Mantra, Nude Noor and Sufi Red—mark a significant milestone for the brand, reflecting a deeper alignment between Korean innovation and India’s rich beauty heritage.
The evening opened with the soothing melodies of a live sitar artist, setting a culturally immersive tone. Guests were welcomed into an interactive, India-inspired beauty space featuring a Gajra Station offering fresh mogra, a Henna Bar, a Bangle Bar, and a dedicated Shades Station where attendees explored and swatched the new launches.
Industry insiders, beauty creators, and loyal consumers attended the launch, with Palak Tiwari joining as the star guest. The experience centred on personalised beauty moments—from shade-matching rituals to individual consultations—celebrating the synergy between Korean beauty philosophies and India’s diverse 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, added, “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.”
Commenting on the event, Mini Sood Banerjee, Deputy Director & 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.”
