Laneige unveils its latest launch – the Glaze Craze Tinted Lip Serum. This breakthrough formula delivers the benefits of a nourishing serum with the mirror-like finish of a high-shine gloss, offering sheer-to-buildable colour in a single swipe. To mark this exciting debut, Laneige is partnering with Mad Over Donuts (MOD), for a limited-edition collaboration that brings together the worlds of beauty and indulgence.
A Cultural Connect with a Creative Twist
“At Amorepacific India, we’re always exploring fresh, culturally resonant ways to connect with our consumers. The Laneige x Mad Over Donuts collaboration is a vibrant expression of that vision, bringing together skincare innovation and culinary creativity in a way that’s playful, sensorial, and distinctly memorable.” — Paul Lee, Managing Director & Country Head, Amorepacific India
Where Gloss Meets Glaze—A Visual and Sensory Treat
“With the launch of Glaze Craze Tinted Lip Serum, we wanted to go beyond beauty and bring the spirit of the product to life in a fun, sensory way,” said Mini Sood Banerjee, Assistant Director & Head of Marketing and Training at Amorepacific Group. “Our collaboration with Mad Over Donuts felt like the perfect match. Just like Glaze Craze delivers a juicy pop of shine with nourishing benefits, the donuts echo that same playful indulgence—visually and experientially.”
Limited-Edition Donuts Inspired by Lip Gloss Shades
Inspired by the glossy, juicy finish of the new Glaze Craze Tinted Lip Serum, Laneige and MOD have co-created a special range of artisanal donuts that mirror the vibrant shades and playful spirit of the product. This cross-category collaboration invites beauty enthusiasts and dessert lovers alike to experience the joy of glaze—in both form and flavour.
Crafting Experiences Beyond Taste
“At Mad Over Donuts, we’re always looking for ways to bring creativity to the fore and we’ve always believed in crafting experiences that go beyond just great taste,” said Tarak Bhattacharya, Executive Director and CEO at Mad Over Donuts. “Collaborating with Laneige allowed us to tap into a whole new world of creativity—where colour, flavour, and fun come together. The Glaze Craze menu is a bold, vibrant celebration of everything both our brands stand for: playfulness, freshness, and a shared love for all things glazed.”
A Glossy Delhi Launch to Remember
As part of the glossiest collaboration of the season, Laneige hosted an exclusive launch event in Delhi, bringing together over 150 media professionals and KOLs like Karan Sareen, Anmol Bhatia, Samaira Sandhu, and Aditi Shrestha. Attendees were treated to an immersive preview of the Laneige x Mad Over Donuts collection, featuring a sensorial introduction to the new Glaze Craze Tinted Lip Serums. A standout moment of the evening was the specially curated, Instagram-worthy donut cart—a visual and culinary delight that perfectly captured the spirit of the collaboration.
