Amorepacific Group, the largest global beauty company headquartered in Korea, has launched Etude House in India.

Etude House has become the third Amorepacific brand introduced to India after Innisfree and Laneige. The brand made its debut on the Indian market on April 30th exclusively through beauty retailer Nykaa.

Amorepacific plans to expand e-commerce channels to increase reach with millennial customers in the territory, communicating with Indian consumers through Instagram.

“The Indian beauty market is growing by nearly 10 per cent every year, and this fast growth is driven by millennial customers with increasing disposable incomes and growing interests in global beauty,” said Amorepacific’s group strategy unit head Lee Chang-kyoo. “We see tremendous potential in India to support our goal of strengthening the experience of Asian beauty in the region.”

“With the launch of Etude House in India, we seek to offer the best beauty experience to our Indian customers – with products that are backed by over 70 years of studies in natural ingredients and world-class innovative technology. This year, we plan to boost our brand operations through online channels.”

Nykaa chief business officer Nihir Parikh added: “Over the last two years, Nykaa brought Korean beauty to India, introducing customers to their unique innovations and ingredients. The category has been a great success with our customers, who are keen to experience such global trends.”