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Founded in 1985 and incorporated into Amore Pacific in 1990, Etude House, which recently rebranded as ETUDE, has long established itself as a mainstay in the K-Beauty world. Its first flagship store was opened in 2005 while its first overseas store was opened in 2007. Since then, the Korean beauty brand has spread around the world.
ETUDE promotes a “MAKEUP Play Culture,” helping customers discover their own unique beauty through playful and memorable experiences with the brand’s colorful offerings. ETUDE strives to help women embrace and express their charming individuality through their passion for cosmetics.
With its recent rebranding, ETUDE has not only changed its name but also its logo. Derived from the shape of its original pumpkin carriage symbol, the brand’s new logo features a guiding star symbol to reflect ETUDE’s core values of staying faithful to oneself, searching for meaning in life and carving out your own path. Another trademark of the brand is its girlish pink palette. With its core color, Playful Pink, which is both trendy and classic, ETUDE hopes to appeal to fun-loving millennials.
ETUDE Skin Care
ETUDE has 12 main skin care collections: Moistfull Collagen, Soon Jung, AC Clean Up, Vita C Talk, Wonder Pore, Real Propolis, UV Double Cut, Real Art Cleansing, Sunprise, Monster, Baking Powder and Cica Balance. Of these collections, two of the most well-known are the Moistfull Collagen line and the Soon Jung line.
The Moistfull Collagen line consists of clinically tested products formulated with Super Collagen Water™, peptide, hyaluronic acid, ceramide and protein-rich white lupin to offer plenty of moisture. Products are made free of harmful additives such as mineral oil, imidazolidinyl urea, triethanolamine, synthetic pigment and PEG surfactant. The line includes facial toners, essences, emulsions, serums, creams, eye creams, cleansing foams and sheet masks.
Soon Jung products are designed for sensitive, stressed and dry skin. The hypoallergenic, low-pH formulas are formulated with Panthenoside™, which is made up of panthenol to strengthen the skin barrier and maintain moisture, and madecassoside to calm and protect skin from external stimuli. The Soon Jung line can be split into the Soon Jung Original, Soon Jung Cica and Soon Jung Centella collections.
The Original collection consists of products such as a Lip Balm, Panthensoside Sheet Mask, Moist Relief All In One Gel, Mild Defence Sun Cream, Hydro Barrier Cream, 2x Barrier Intensive Cream, 5.5 Relief Toner, 6.5 Whip Cleanser and 10-Free Moist Emulsion.
Soon Jung Cica products are enriched with Advanced Cica™ to soothe sensitive skin while controlling oil-moisture balance. This lineup includes the Cica Relief Toner, Cica Toner Pad, 5-Panthensoside Cica Sleeping Pack, 5-Panthensoside Cica Balm and 10-Panthensoside Cica Balm.
The packaging for Soon Jung Centella products comes with green details instead of blue. They are enriched with calming centella asiatica extract and Dust Cut™ ingredients to soothe irritation. Products include the Centella Relief Toner, Centella Hydro Barrier Cream, Centella 5-Panthensoside Cica Balm, Centella 6.5 Whip Cleanser and Centella 10-Free Moist Emulsion.
ETUDE’s makeup offerings can be broadly split into eye makeup, face makeup and lip makeup. Their eye makeup collection consists of single eye shadows, eye shadow sticks, liquid eye shadows, eye shadow palettes, eye primers, eyeliners, mascaras and brow products. Their face makeup collection consists of powders, pacts, shading products, highlighters, blushers, concealers and makeup base products, such as foundation, cushion, BB cream and CC cream. Their lip makeup collection consists of lipsticks, lip glosses, lip tints, lip balms and lip liners. Among ETUDE’s wide range of makeup offerings, we’ll further explore the Play Color Eyes Palette line and Fixing Tint line.
The Play Color Eyes Palette line initially started with three variants: Flower Tea Latte, Orange Bianco Latte and Brown Sugar Latte. These ten-shadow palettes come in a smudge-resistant formula with strong color payoff, offering soft and silky textures combined with sweet and creamy colors. Newer versions of the ten-shadow palette come in themes such as Rosé Wine, Lavender Land, Peach Farm, Cherry Blossom, Wine Party, Juice Bar, Bake House, Caffeine Holic and In The Café.
The latest addition to the Play Color Eyes Palette family is titled Autumn Closet. Inspired by autumn fashion, its soft and muted colors give off a calm, classic and cozy aura. The Autumn Closet palette consists of six matte shades (Autumn Night Breeze, Brownie Mauve, Cashmere Beige, Autumn Trench Coat, Suede Brown and Muted Ginger), three glitter shades (Cha Skirt, Bling Lace and Starlit Night), and one matte + pearl combination shade (Cozy Tweed).
The Play Color Eyes Palettes also come in different packaging. Its square-shaped, nine-shadow palettes are available in Dusty Cat (which features cute embossed paw prints) and Maple Road versions (which consists of shades inspired by romantic sunsets and maple leaves). Released in 2021, the nine-shadow palette titled Milky New Year comes in three versions – Strawberry Milk, Banana Milk and Blueberry Milk – all with adorable cow print packaging. Inspired by the colors of spring, the six-shadow Play Color Eyes Heart Blossom palette comes in four versions: Beige Blossom, Coral Blossom, Pink Blossom and Dry Blossom. Meanwhile, the four-shadow Play Color Eyes Mini is designed with unique octagonal-shaped shadows, in versions such as Objet and Jewelry. Play Color Eyes Palette’s delicious collaboration with HERSHEY’S KISSES consists of three four-shadow, KISSES-shaped palettes in Milk Chocolate, Almond Chocolate and Special Dark options.
The Fixing Tint is a hydrating tint with a lightweight matte finish that is transfer-proof – perfect for everyday wear as it won’t stain your mask! Its formula adheres closely to lips in only 60 seconds, leaving a comfortable feeling. The tint is available in eight shades suitable for different seasons: Analog Rose, Vintage Red, Mellow Peach, Ginger Milktea, Midnight Mauve, Soft Walnut, Cranberry Plum and Dusty Beige. It can be applied to create a natural gradated effect or for full, dramatic lips, and tints can also be layered together to exude different moods.