Beauty brand Etude launches on quick commerce platform Blinkit

On January 17, Korean beauty brand Etude launched on quick commerce platform Blinkit to make its colour cosmetics available for deliveries in just 10 minutes to shoppers in select metro locations in India. 

“Blinkit redefined instant gratification by delivering products within minutes, setting a new benchmark for speed and convenience,” said Amorepacific India’s country head Paul Lee in a press release. “This unparalleled service aims to foster strong brand loyalty among our consumers. Through this partnership with Blinkit, we are aiming to gain valuable data on consumer behavior and preferences, enabling us to tailor our offerings and marketing strategies accordingly. This will not only deliver our exceptional products but will also provide an unforgettable experience directly to our customers’ doorstep.”

Etude products available on multi-brand quick commerce platform Blinkit include its ‘Dear Darling Water Tint’ and ‘Dear Darling Oil Tint.’ Blinkit is a hyperlocal delivery platform which has recently been expanding its product offering from groceries and daily essentials to include more fashion and beauty options in response to the growing demand for these categories in the quick commerce space. 

Etude was established in Korea in 1985 and caters to young consumers with a focus on self expression. The brand entered the global retail market in 2009 by expanding into Asian nations such as Thailand before later debuting in Japan, Hong Kong, and India. Etude retails in India through its parent company Amorepacific Corporation, which also runs the beauty brands Innisfree,Laneige, and Sulwhasoo.