Etude

Etude (formerly Etude House) is one of Korea's most iconic beauty brands, established in 1985. With its signature princess-like aesthetic and innovative formulations, Etude has been at the forefront of K-beauty trends for nearly four decades.

The brand's SoonJung line for sensitive skin, Fixing Tint lip products, and Play Color Eyes eyeshadow palettes are perennial bestsellers. Etude consistently leads trends in Korean makeup, from gradient lips to glass skin.

Etude's philosophy of making beauty fun and accessible has inspired millions of makeup lovers worldwide, offering professional-quality products wrapped in the brand's signature sweet, playful packaging.