The popular Korean beauty brand Etude India, which is well-known throughout the world for its vibrant and whimsical makeup, has announced a significant year-long corporate social responsibility partnership with Smile Foundation, one of India’s top development organisations, to promote women’s empowerment through its Swaabhimaan Program.

The introduction of Etude’s three new Indian-inspired Fixing Tint shades—Mocha Mantra, Nude Noor, and Sufi Red—which were specifically designed for Indian skin tones, corresponds with this endeavour. This launch, which is a first for the company, is a significant step towards bringing Korean innovation—from Seoul’s labs to honour Indian heritage—closer to Indian beauty standards.

The Smile Foundation’s Swaabhimaan Program, which aims to empower women from underprivileged communities through livelihood training, financial literacy, health awareness, and self-reliance initiatives, will receive Rs 10 from each unit sold of the India-only Fixing Tint shades as part of this partnership. Based on Etude’s conviction that beauty serves as a vehicle for self-expression and confidence, this project goes beyond makeup to turn commonplace beauty choices into a means of achieving social change. “India is a key market for Etude, and this launch reflects our deep respect for its diversity, culture, and evolving beauty needs,” stated Paul Lee, Country Head, Amorepacific India, about the partnership. We aimed to go beyond product innovation and produce something genuinely significant with our Fixing Tint hues, which were inspired by India. By collaborating with Smile Foundation, we can turn commonplace cosmetic decisions into a driving force for progress. Because we at Etude think that beauty has the ability to improve lives and communities, we wish to help women develop self-assurance, independence, and long-term opportunity through the Swaabhimaan Program.

Amorepacific India’s Deputy Director & Head of Marketing, Mini Sood Banerjee, added, “India has always inspired us with its diversity, warmth, and individuality.” We aimed to produce something genuinely significant with the introduction of our Fixing Tint hues, which are inspired by Indian culture. By collaborating with the Smile Foundation, we can support an initiative that helps women develop self-assurance, independence, and dignity—values that are deeply ingrained in Etude’s basic beliefs.