Etude, a Korean brand renowned for its vibrant and innovative approach to beauty, has proudly appointed Palak Tiwari, an emerging star in India’s entertainment scene, as its inaugural brand ambassador for the Indian market. This partnership marks a significant step for Etude, known for its extensive range of makeup and skincare products that blend cutting-edge technology with captivating packaging.

Palak Tiwari embodies Etude’s ethos of empowerment and individuality, expressing her excitement to represent a brand that celebrates uniqueness. She particularly favors Etude’s Water Tints & Fixing Tints for their versatility, using them not only for lips but also as blush and eyeshadow, reflecting her personal style and creativity.

Paul Lee, managing director of Amorepacific India, emphasized Palak’s alignment with Etude’s Gen Z-centric image, predicting that her endorsement will resonate strongly with Indian consumers, especially the younger demographic. This strategic move underscores Etude’s commitment to connecting authentically with diverse audiences in India.

Mini Sood Banerjee, marketing head at Amorepacific India, highlighted the decision to select an Indian brand ambassador as a pivotal step in Etude’s journey to deepen its roots in the Indian market. By partnering with Palak Tiwari, Etude aims to amplify its message of embracing individuality and self-expression across the country.

Joel Ju Hyeon Park, brand manager at Etude India, expressed confidence that Palak’s endorsement will not only enhance brand visibility but also inspire Indian consumers to explore new beauty trends and products offered by Etude.

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Etude’s products, widely available on leading e-commerce platforms such as Nykaa, Tira, Amazon, Myntra, Maccaron, and Boddess, are set to reach a broader audience with Palak Tiwari’s ambassadorship. This collaboration promises to bring a fresh wave of creativity and empowerment to the Indian beauty landscape, encouraging consumers to embrace their unique beauty journeys with Etude.