ETUDE HOUSE

Etude House is one of Korea’s most iconic beauty brands, founded under Amorepacific and loved worldwide for its playful, youthful concept. Known for cute, princess-like packaging and affordable prices, the brand popularized K-Beauty globally with trend-setting makeup and gentle skincare. Its cult-favorite products include the Dear Darling Tint, which sparked the gradient lip craze, the Drawing Eye Brow Pencil, and the Play Color Eyes Palettes. On the skincare side, the SoonJung line has become a bestseller for sensitive skin, offering low-irritant, barrier-strengthening care.