Korean beauty brand Etude has partnered with Reliance Retail’s multi-brand beauty business Tira Beauty. The partnership will see Etude expand its offering in India and broaden its customer base in the country.
“We are absolutely thrilled to partner with Tira Beauty,” said Amorepacific Group’s assistant director and head of marketing and training Mini Sood Benerjee in a press release. “At Etude, we believe that beauty is about embracing one’s uniqueness and expressing oneself fearlessly.”
The partnership will enable Tira Beauty to expand its international product offering and will give Etude a platform from which to connect with shoppers. Etude also plans to harness the partnership to enable it to emphasise self expression through beauty.
“We are excited to bring the captivating world of K-Beauty to consumers, offering a diverse range of innovative skincare and makeup products that celebrate individuality and enhance natural beauty,” said Benerjee. “With Tira Beauty’s expertise and commitment to providing access to the latest global beauty trends, we are confident that our collaboration will be a remarkable success, and we cannot wait to embark on this exciting journey together.”
Etude launched in 1985 in Korea and made its first international debut in Thailand in 2007. Today, the brand counts over 600 stores across Korea and 200 global stores. Etude counts itself as one of the top five Korean cosmetics brands, according to its press release.
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