Mumbai: Etude, the globally loved Korean beauty brand, has announced the launch of its first-ever India-inspired Fixing Tint collection, unveiled through an immersive experiential evening in Mumbai. Hosted at Soraia Bombay, Mahalakshmi, the two-hour event celebrated colour, creativity and conscious collaboration, marking a significant milestone in Etude’s journey of bringing Korean beauty innovation closer to Indian consumers.
The new Fixing Tint range features three India-exclusive shades—Mocha Mantra, Nude Noor and Sufi Red—designed in Korea and co-curated by Etude and its India brand ambassador, Palak Tiwari. Created specifically for Indian skin tones, the collection draws inspiration from India’s rich cultural aesthetics and the stories colours hold in everyday life, blending Korean formulation expertise with Indian beauty sensibilities.
The launch evening opened with the calming notes of a live sitar performance, setting the tone for a culturally immersive experience. Guests explored a series of interactive, Indian-inspired installations, including a Gajra Station with fresh mogra, a Henna Bar, a Bangle Bar, and a dedicated Shades Station where attendees could swatch and experience the new Fixing Tint shades.
Industry insiders and creators attended the event, with Palak Tiwari joining as the star guest. From personalised beauty consultations to shade-matching rituals, the evening highlighted the synergy between Korean beauty philosophy and India’s diverse colour narratives.
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 & 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.”
