September 25 2025: Cult favourite K Beauty Etude brand is set to expand its availability in India through kindlife – India’s fastest-growing global beauty and wellness platform, where consumers can start grabbing their favourite Etude products from 23rd September onwards.
With this launch, Etude not only strengthens its global footprint but also opens new doors for Indian consumers eager to explore authentic Korean beauty. By bringing together Etude’s playful and colorful approach and kindlife’s commitment to bringing the best of trending global beauty to young India, this collaboration ensures that beauty enthusiasts across India can now access international-quality products that are both trend-forward and accessible.
The collection brings 57 best selling products spanning skincare, eye makeup, and lip color. Hero highlights include the Dear Darling Marker Tint, the brand’s latest release delivering bold, vivid color with precision application, and the viral Etude Fixing Tints, loved worldwide for their long-lasting, mask-proof finish. Supporting the range are cult favorites such as the Dear Darling Oil Tint, Dear Darling Water Gel Tint, and the iconic Drawing Eyebrow series, a must-have for effortless definition.
This collaboration goes beyond product availability — it represents a cultural bridge between the global K-beauty wave and India’s fast-evolving beauty landscape. Etude’s fun, experimental spirit paired with kindlife’s deep Gen Z connect creates a beauty experience that resonates with a new generation of consumers who value creativity, authenticity, and self-expression.
Commenting on the launch Paul Lee, Country Head, Amorepacific India, said “India has emerged as one of the most exciting beauty markets, driven strongly by Gen Z and millennial consumers who embrace global trends with their own unique flair. Through our partnership with kindlife, we are thrilled to introduce Etude to a wider audience in India. We believe kindlife’s deep connection with conscious, digitally native consumers aligns perfectly with Etude’s vibrant and innovative DNA, making this launch an important milestone in our journey.”
Speaking on the collaboration, Radhika Ghai, Founder & CEO, kindlife says “We’re delighted to partner with Amorepacific’s Etude House, a brand that perfectly complements kind life’s mission. Together, we’re a natural fit for India’s younger consumers who are globally aware, trend-savvy, and eager for access to the very best of Korean makeup. By blending Etude’s playful innovation with kindlife’s strong Gen Z connect, we’re not just expanding access — we’re creating a beauty experience that feels truly made for this generation.”
Etude’s debut on kindlife marks the beginning of a long-term vision to shape the future of beauty in India. As Korean beauty continues to inspire global trends, this partnership brings Indian consumers closer to a world of playful innovation, diverse choices, and conscious formulations. It reinforces both Etude and kindlife’s shared mission — to redefine how beauty is experienced, celebrated, and lived every day.