NEW DELHI (India CSR): Etude India, the globally loved Korean beauty brand known for its playful and colorful makeup, announces a meaningful year-long CSR collaboration with Smile Foundation, one of India’s leading development organisations, to support women empowerment through its Swaabhimaan Program.
This initiative coincides with the launch of Etude’s three new Indian-inspired Fixing Tint shades, naming Mocha Mantra, Nude Noor and Sufi Red thoughtfully created for Indian skin tones. A first for the brand, this launch marks a milestone in bringing Korean innovation closer to Indian beauty sensibilities, from the labs of Seoul to celebrate Indian heritage.
As part of this collaboration, Rs 10 from every unit sold of the India exclusive Fixing Tint shades will be donated to Smile Foundation’s Swaabhimaan Program, which focuses on empowering women from underserved communities through livelihood training, financial literacy, health awareness, and self-reliance initiatives.
Rooted in Etude’s belief that beauty is a tool for confidence and self-expression, this initiative extends the brand’s philosophy beyond makeup transforming everyday beauty choices into an avenue for social impact.
Key Highlights of the Initiative:
- One-Year CSR Partnership: Etude India and Smile Foundation collaborate over a year to support sustained impact.
- Purpose-Driven Product Launch: Three Indian-inspired Fixing Tint shades created especially for Indian consumers.
- Contribution Per Sale: ₹10 from each product sold will directly support the Swaabhimaan Program.
- Focus on Women Empowerment: Supporting skill development, confidence building, and economic independence for women.
Speaking on the collaboration, Paul Lee, Country Head, Amorepacific India said, “India is a key market for Etude, and this launch reflects our deep respect for its diversity, culture, and evolving beauty needs. With our India-inspired Fixing Tint shades, we wanted to go beyond product innovation and create something truly meaningful. Partnering with Smile Foundation allows us to transform everyday beauty choices into a force for positive change. Through the Swaabhimaan Program, we hope to contribute to building confidence, independence, and long-term opportunities for women, because at Etude, we believe beauty has the power to uplift lives and communities.”
Adding her words about the collaboration, Mini Sood Banerjee, Deputy Director & Head Of Marketing, Amorepacific India said, “India has always inspired us with its diversity, warmth, and individuality. With the launch of our Indian-inspired Fixing Tint shades, we wanted to go beyond beauty and create something truly meaningful. Partnering with the Smile Foundation allows us to contribute to a cause that empowers women to build confidence, independence, and dignity—values that strongly resonate with Etude’s core philosophy.”
Speaking on the collaboration , Smile Foundation’s Co-Founder and Trustee, Mr. Santanu Mishra said, “Smile Foundation’s collaboration with Etude strengthens a shared belief – when we empower women, we uplift entire communities. The contribution from their products will enable women from underserved communities to access opportunities, dignity, and a stronger future. This partnership is a powerful reminder that every choice a consumer makes can change a life.”
Through this initiative, Etude India reinforces its commitment to responsible beauty where self-expression, inclusivity and social responsibility come together. Every purchase of the Fixing Tint shades becomes a step toward supporting women on their journey to self-reliance and empowerment.
(India CSR)
