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Each week, we’re covering a different Korean Beauty brand, taking you behind the scenes to discover the brand concepts, colour palettes and key products. Previously, we’ve covered, Missha, Skinfood and Laneige


This week, our pick of the Korean Beauty Brands is Etude House. 



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

Originally known for its adorable packaging and store fronts designed to look like dollhouses, Etude House is one of the most successful brands owned by Korea’s largest cosmetic corporation Amore Pacific (which is also the parent company behind hit Kbeauty labels Laneige, Sulwhasoo, Mamonde, Hera, IOPE and Innisfree, just to name a few). These days, you’re more likely to recognise the brand thanks to its collaborations with conglomerates like Hersheys and Tom & Jerry rather than its princess-themed packaging of old. 

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

Etude House is well-known throughout Asia for using beautiful models as its covergirls, including leading Korean actors and KPop stars, like Jeon Ji-Hyun (“My Love From Another Star”), Song Hye-Kyo (“That Winter The Wind Blows”) and Lee Min Ho (“Boys Over Flowers”).

To get an idea of how popular the brand actually is, take a look through the #etude and #etudehouse hashtags on Instagram, which have over 5 million tags combined. 



Etude House’s brand motto is “Play!” and nowhere is this more evident than in the brand’s packaging, which is fun to use, look at and photograph on the ‘gram.

The name Etude House is derived from “Etude“, which means “beautiful study of Chopin*” in French. (*a French composer)

The brand specialises in makeup, skincare, hair and beauty products. And in cute! Don’t forget the cute. 


Etude House designs products with whimsical packaging, and in 2020, has a strong focus on collaborations. 

The stores are set up to allow you to have fun with makeup, including a concept store in the glitzy Seoul neighbourhood of Sinsa where you can literally create your own makeup palettes. 


Our favourite picks from Etude House?

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


Etude House Soon Jung pH 6.5 Whip Cleanser (150ml) 

With its simple, hypoallergenic formula that is free of potential irritants like synthetic fragrance, mineral oil or parabens, this cleanser is perfect for all skin types, especially those with sensitive skin.

This whipped cream-textured cleanser offers pH balanced bubbles for a facial cleanse that leaves even the most sensitive of skins soft and comfortable.

If you haven’t already discovered Etude House, do yourself a favour and jump on board the cute bandwagon! Your makeup cabinet and your face with thank you for it, and your wallet won’t be worse off either!


Etude House Soonjung Toner (180ml)

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

Formulated with the minimal ingredients, Etude House Soonjung Toner is a 97% naturally based toner that has a low pH of 5.5 and a skin-cooling formula. This Toner keeps skin hydrated and balanced throughout the day.


Etude House SoonJung 2x Barrier Intensive Cream (60ml) 

Soothe and repair a damaged skin barrier with this innovative balm made with K-Beauty’s latest obsession, Centella asiatica.

Formulated with 93% naturally derived ingredients, this nutritious moisturiser is perfect for skin that has been irritated or stressed out by external factors. The formula is completely free from potential irritants like synthetic fragrance, mineral oil or parabens. 


TL; DR  – Korean Beauty Brands: Etude House

If you like your beauty products to be functional, with a side of cute, chances are you’re going to fall in love with Korean Beauty brand Etude House as well!


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Etude House Soonjung Toner
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