Etude Fixing Tint Shades Inspired by Indian Beauty, Palak Tiwari Becomes the Face

This December, Etude, the globally loved K-beauty brand, proudly presents a first-of-its-kind Fixing Tint collection tailored for Indian beauty lovers, in collaboration with its inaugural Indian brand ambassador - Palak Tiwari. Since entering India, Etude has quickly become a favorite among trend-savvy consumers with its Fixing Tints going viral for their long-lasting color, vibrant pigmentation and effortless wear.

This collection was brought to life with a unique style-

Building on this success, Etude now brings shades designed specifically for Indian skin tones, complemented with India-exclusive packaging and enhanced versatility to suit every occasion. This collection celebrates the brand’s signature playful and expressive approach while staying rooted in the cultural sensibilities of India.
The new Fixing Tint collection features three distinctive hues, each inspired by India’s rich aesthetics and the stories colors hold in everyday life:

Shades Designed for Indian Skin-

Etude now brings shades designed specifically for Indian skin, with India-specific packaging and versatility to suit every occasion.The collection celebrates the brand's distinctive playful and expressive approach, while also remaining rooted in India's cultural sensibilities. The new Fixing Tint collection features three distinctive shades,

Mocha Mantra-

A rich brown that feels warm and easy-going, Mocha Mantra takes its heart from India’s love for earthy shades. Sophisticated yet effortlessly wearable, this shade brings in statement to the lips. Easy to wear in the day and striking enough for the evening too. More than just a color, Mocha Mantra is a shade that feels classic, contemporary, and truly timeless.

Nude Noor-

A soft beige-pink that enhances natural beauty, Nude Noor is the ultimate shade for achieving a subtle, “no-makeup” makeup effect. Its gentle, flattering tone complements every skin tone, offering an understated elegance. Perfect for everyday wear, office looks, or minimal makeup moments, Nude Noor celebrates simplicity and versatility. It’s a shade that enhances your natural lip color while giving you the soft, polished finish that makes every moment feel effortlessly graceful.

Sufi Red-

A bold, soulful red that marries tradition with modernity, Sufi Red is inspired by the vibrant cultural tapestry of India. Deep, passionate, and expressive, it brings instant drama and confidence to any look, whether you’re stepping into a festive gathering or making a statement at an evening event. With its contemporary twist, this shade ensures that the classic red is wearable, flattering, and modern, capturing the essence of bold individuality while paying homage to India’s rich heritage of color and artistry.

Compatible with various skin tones and preferences

With Palak Tiwari bringing the spirit of this collection to life through her youthful, confident and individual style, Etude marks an important moment in its journey in India. This launch shows the brand’s promise to create beauty products that are inclusive, innovative and culturally connected, while blending Korean expertise with India’s wide range of skin tones and preferences.

Korean Beauty Innovations-

Paul Lee, Managing Director & Country Head, Amorepacific India, said: “With the launch of our India-inspired Fixing Tint collection, Etude takes an important step in strengthening its commitment to the Indian market. This collection reflects our long-term vision of creating products that are locally relevant while maintaining the highest standards of Korean beauty innovation. Partnering with Palak Tiwari as our first Indian brand ambassador marks a meaningful milestone in Etude’s journey in India, reinforcing our efforts to build deeper cultural and emotional connections with today’s young, expressive consumers.”

A way to effortlessly express your unique identity-

Speaking about the new collection, Mini Sood Banerjee, Deputy Director & Head – Marketing, Amorepacific India, said: “This collection has been thoughtfully crafted for Indian skin tones, lifestyles, and moments. From the shade stories to the India-exclusive packaging, every detail has been designed to make our consumers feel seen and celebrated. Palak brings an authentic, confident energy that resonates strongly with our audience and beautifully represents Etude’s playful yet powerful spirit. With these tints, we’re offering more than just colour — we’re offering a way for every individual to express their unique identity, effortlessly.”

A story of modernity and self-expression-

Every shade in this collection is more than just color; it is a story of thoughtful creation, modernity, and self-expression, inviting beauty lovers across India to experience Etude in a way that feels personal, versatile, and authentically theirs.

A leading Korean beauty brand-

Founded in 1985, Etude is a leading Korean beauty brand known for its colorful and playful approach to cosmetics. With a wide range of trendy, high-quality products, Etude empowers individuals to experiment, express themselves, and discover their unique beauty.

Expanding internationally-

Since expanding internationally in 2009, the brand has established a strong presence across Asia including Thailand, Japan, Hong Kong, and India  becoming a global ambassador of K-beauty’s vibrant culture. Etude launched in India in 2019 and since then has rapidly built a strong footprint in the Indian beauty market.