Etude House

ETUDE's story goes back to 1985, when Amorepacific established a makeup brand called Oscar. It became part of Amorepacific in 1990 and was later renamed ETUDE, after the French word for a musical study, and grew into one of Korea's most recognisable makeup brands with a bright, princess-inspired look and a simple message: makeup should be fun.

Through the years ETUDE has championed playful colour, from lip tints and eye palettes to brow products, with cheerful packaging and accessible prices that make trying new looks easy. Its stores and products aimed to turn everyday makeup into a joyful ritual rather than a chore.

On the skincare side, ETUDE is home to Soon Jung. The line has its origins in a hypoallergenic Amorepacific skincare range first launched in 1988, and ETUDE relaunched it in 2017 as a low-irritation, low-pH collection for sensitive, stressed and dry skin. Favourites include the pH 6.5 Whip Cleanser and the 2x Barrier Intensive Cream, which pairs panthenol and madecassoside for comfortable moisture.

For shoppers, ETUDE is perfect for both play and comfort. Pair a Fixing Tint or Water Gel Tint with the My Lash Serum for an easy daily look, and build a gentle routine with the Soon Jung cleanser and cream when skin feels sensitive. The fun tools make great add-ons or gifts.