Etude Appoints Palak Tiwari as Brand Ambassador in India
Etude Appoints Palak Tiwari as Brand Ambassador in India

Etude, a Korean beauty brand, has announced actress Palak Tiwari as its first-ever Brand Ambassador in India. Known for its trendy and colorful aesthetics, Etude aims to connect with Indian consumers through this collaboration.

Etude has long been popular among beauty enthusiasts worldwide, thanks to its innovative and playful approach to cosmetics. Their products, including intensely pigmented lip tints and skin-perfecting cushion foundations, combine cutting-edge technology with appealing packaging, encouraging users to explore their creativity and express their unique personalities.

Etude's Fixing Tints cater to the demands of modern, on-the-go lifestyles. These lip stains are notable for their exceptional staying power, being both transfer-proof and smudge-proof, while delivering bold, vibrant colors with a comfortable, lightweight feel. Available in a range of trendy shades, Fixing Tints offer options for every look, from classic red to whimsical lavender.

For those in search of long-lasting lip color with hydration, the Etude Glow Fixing Tint provides a glossy finish and a buildable range of colors, allowing for customizable intensity. This formula ensures lips remain nourished and vibrant throughout the day.

The Etude Dear Darling Water Tint, a versatile favorite among makeup enthusiasts, can be used on both lips and cheeks. Its lightweight, water-like texture feels refreshing and non-sticky, with a buildable formula that allows for varied looks, from a subtle hint of color to a bold pop. Shades like cherry, strawberry, and orange cater to a variety of preferences.

Palak Tiwari, a rising star in the Indian entertainment industry, brings her charm and presence to the role, embodying Etude's spirit of empowerment and individuality. This collaboration marks a new chapter for Etude as it aims to engage and inspire its Indian audience with Palak at the forefront.

"Etude is doing exceptionally well in the Indian market. Etude, a popular K-beauty brand, particularly resonates with Gen Z due to its youthful, vibrant, and cute packaging. Welcoming Palak Tiwari as Etude's Brand Ambassador reflects our commitment to connecting with our target audience. Palak's youthful energy and relatable persona make her a perfect fit for representing Etude's Gen Z-centric image in India. We believe her endorsement will further enhance the brand's appeal and visibility among Indian consumers, especially the younger demographic," said Paul Lee, MD and Country Head of Amorepacific India.

"Etude's decision to choose an Indian Brand Ambassador reflects our commitment to connecting with the diverse Indian consumer base. We are incredibly excited to have Palak Tiwari join the Etude family as our brand ambassador in India. We can't wait to see Palak Tiwari bring Etude's fun and creative spirit to life," said Mini Sood Banerjee Marketing Head and Assistant Director at Amorepacific India.

‘’Palak's endorsement can help Etude penetrate new demographics and increase brand awareness among Indian consumers. We believe she will inspire our customers to explore and express their unique beauty," said Joel Ju Hyeon Park Brand Manager at Etude India.

Etude offers a diverse collection of makeup and skincare products, encouraging creativity and individuality in makeup expression. The brand is widely available on popular e-commerce websites such as Nykaa, Tira, Amazon, Myntra, Maccaron and Boddess.

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