THE WHAT? AmorePacific has teamed up with Tata Cliq Palette in a bid to reach a wider audience in India. The K-beauty behemoth will offer a selection of products from its Laneige, Etude and Innisfree brands to Indian shoppers via the e-commerce platform.

THE DETAILS The duo aim to deliver an engaging purchasing journey across the platform’s website and app.

THE WHY? Through the partnership, both firms hope to attract a wider clientele and reinforce their market foothold in the Indian e-commerce sphere. The deal is likely to be part and parcel of AmorePacific’s mission to reduce its reliance on China too.

Paul Lee, MD and Country Head of AmorePacific India, explains, “The collaboration with Tata Cliq Palette presents a fantastic opportunity to expand into new and existing markets, connecting with passionate consumers who appreciate the wonders of K-beauty.”