Kindlife, a rising platform in India’s beauty and wellness space, has announced a strategic collaboration with Tata CLiQ Palette, the beauty-focused vertical of Tata CLiQ. The partnership is a key milestone in Kindlife’s expansion strategy, aiming to make globally popular beauty trends more accessible to Indian consumers, especially Gen Z, who are redefining beauty through self-expression and digital-first discovery.
Through this alliance, Kindlife’s curated range of Korean beauty (K-beauty) brands is now available on Tata CLiQ Palette. The new store launch features more than 30 leading K-beauty labels, including popular names like COSRX, Skinfood, Secret Key, Coxir, Frudia, Rovectin, and Iunik.
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The collaboration emphasises a discovery-first shopping experience aligned with Gen Z’s online habits and preference for personalised, immersive beauty journeys. In addition to K-beauty, Japanese beauty brands offered by Kindlife are also expected to join the platform soon.
According to Radhika Ghai, Founder and CEO of Kindlife, the partnership with Tata CLiQ Palette enables the brand to connect with consumers on trusted platforms, both online and in physical stores. She noted that the alliance would allow Kindlife to deliver a seamless, curated beauty experience that resonates with modern consumers evolving shopping Behaviour.
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Tata CLiQ Palette, which houses over 1,000 authentic beauty brands across skincare, makeup, haircare, and fragrance, will now include Kindlife’s product selection both on its Fashion app and at its physical retail locations.
Almona Bhatia, Chief Business Development Officer at Tata CLiQ, expressed enthusiasm about the collaboration, highlighting Kindlife’s alignment with their mission to offer cutting- edge, quality beauty products. She emphasised the appeal of K-beauty’s natural ingredients and preventative skincare approach, describing it as a global movement that reflects a holistic view of beauty.
She added that the thoughtfully curated offerings from Kindlife would resonate well with today’s consumers seeking authentic, customised beauty choices. This partnership underscores a shared commitment to innovation, accessibility, and meeting the evolving needs of India’s beauty-savvy shoppers.
