Korean Beauty Brand: Etude

Each week, we cover a different Korean beauty brand and take you behind the scenes to unpack the brand concept, colour palette, and best products. Previously, we’ve covered Missha, Skinfood and Laneige.

This week, our pick is Etude 에뛰드, formerly known as Etude House.

About Etude

One of Korea’s oldest and most popular cosmetic brands is Etude.

Originally known for adorable packaging and storefronts designed to look like dollhouses, Etude is one of the most successful brands owned by Korea’s largest cosmetic corporation, Amorepacific.

Amorepacific is also the parent company behind hit K-Beauty labels like Laneige, Sulwhasoo, Mamonde, Hera, IOPE and Innisfree.

These days, you’re more likely to recognise the brand through collaborations with names like Hershey’s or Tom & Jerry rather than the princess-themed packaging of old.

Aside from its stores in Korea, Etude also has stores in mainland China, Japan, Taiwan, Singapore, Hong Kong, Malaysia, Indonesia and the Philippines.

Etude has been well-known throughout Asia for decades thanks to its use of high-profile models and covergirls, including leading Korean actors and K-Pop stars like Jeon Ji-Hyun, Song Hye-Kyo and Lee Min Ho.

To get an idea of the brand’s global footprint, look through the #etude and #etudehouse hashtags on Instagram. Together, they have over 5 million tags.

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Etude’s Brand Motto

Etude’s brand motto is Play! and nowhere is this more evident than in packaging that is fun to use, fun to look at, and fun to photograph.

The name “Etude House” is derived from “Etude”, which means “beautiful study of Chopin” in French.

The brand specialises in makeup, skincare, hair and beauty products. And cute. Do not forget the cute.

Etude’s Colour Palette and Packaging

Over the years, Etude has designed products with whimsical packaging. Although this has changed over time, the brand continues to have a strong focus on collaborations.

Our Favourite Picks from Etude

With so many products that are gorgeous both inside and out, choosing favourites from Etude is a tough call. Our current hits include:

Etude Soon Jung pH 6.5 Whip Cleanser

With a simple, hypoallergenic formula that avoids potential irritants like synthetic fragrance, mineral oil and parabens, this cleanser is a great option for most skin types, especially sensitive skin.

The whipped cream texture creates soft, pH-balanced bubbles that cleanse without leaving skin tight.

If you have not already tried Etude, this is a strong starting point. Your cabinet gets the cute, and your barrier gets the respect.

Etude Soonjung Toner

When skin is suffering from sensitivity or damage, it is best to keep things simple.

Formulated with minimal ingredients, Soonjung Toner is a 97% naturally based toner with a low pH of 5.5 and a skin-cooling feel. It helps keep skin hydrated and balanced throughout the day.

Etude Soonjung 2x Barrier Intensive Cream

Soothe and support a damaged skin barrier with this moisturiser that has become a staple for sensitive skin routines.

If you are exploring barrier-first routines, this is one of the more dependable, no-drama options in Etude’s line-up.

TL;DR: Korean Beauty Brand Etude

If you like your beauty products to be functional with a side of cute, you are very likely to fall for Etude.

If you are overwhelmed by options, dealing with dryness or sensitivity, or unsure what to buy next, our K-Beauty Routine Builder helps you create a routine that makes sense for your skin, your goals, and your budget.

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All products recommended on our site and the Korean Beauty Show podcast are personally selected by us. Some of our articles include affiliate links. If you buy something through these links we may earn an affiliate commission. This helps offset the costs associated with producing the podcast.