K-beauty label Etude has expanded its skincare offering in the Indian market and launched the ‘Soonjung Director’s Tone-up Sun Cream.’ Designed to blend skincare and makeup benefits, the launch bolsters Etude’s offering for sensitive and dry skin as well as for sun protection.
Formulated with panthenol and madecassoside, Etude’s new India launch is designed to soothe irritation while offering long-lasting hydration, the brand announced in a press release. The ‘tone-up effect’ is intended to enhance complexion, giving a fresh, bright appearance without a heavy or greasy finish. Etude has positioned the product as a low-irritant formula, free from potentially harmful ingredients, making it suitable for all skin types.
Priced at Rs 1,700 for a 40ml tube, the product is now available across e-commerce platforms including Nykaa, Tira, Myntra, and Amazon. The launch reflects Etude’s continued focus on hybrid skincare solutions rooted in dermatological research and Korean beauty innovation, according to the brand.
The sun cream joins Etude’s broader Soonjung line, known for its gentle formulations aimed at sensitive skin. With its expansion in India, the brand seeks to tap into the growing demand for lightweight, multifunctional sun care products that complement daily beauty routines.
Etude is part of South Korea’s Amorepacific group, which also owns Innisfree, Laneige and Sulwhasoo. The business has been present in India’s beauty market since expanding internationally in 2009.
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