Etude House is a South Korean cosmetic brand owned by Amore Pacific Group. The Etude label was inspired by the temperance of pianist Frederic Chopin (1810-1849). In music, practice music often involves a lot of complex techniques, and is used for artists to practice.
1. History of Etude
The company was founded in 1966, and the company name was changed to Oscar Corporation in 1985. In 1990, it was incorporated by Amore Pacific Group, which was later changed to the Etude company in 1997.
Etude House Seoul was launched in 2005. The 100th store opened in 2007 and increased to 200 in 2009.
In 2009, Etude House launched stores in Taiwan, Singapore and the Philippines. Stores in Brunei and Myanmar launched in 2010. The 100th overseas branch was also opened in the same year 2010. Etude House opened its first branch in Japan in 2011.
Somewhere in 2021, the rebranding became shorter than just ETUDE. They changed not only the name but also the logo. Originally the brand identity was the pumpkin chariot symbol, the new logo now has a guiding star symbol to reflect ETUDE’s core values of “staying true to oneself, finding meaning in life and charting one’s own path”.
From 2023, the company also developed a sub-brand of makeup products and fashion accessories. With the main color is Playful Pink, which is both trendy and classic, ETUDE hopes to attract the younger generation to love this brand.
2. Etude Skin Care
ETUDE has 12 main skincare sets: Moistfull Collagen, Soon Jung, AC Clean Up, Vita C Talk, Wonder Pore, Real Propolis, UV Double Cut, Real Art Cleaning, Sunprise, Monster, Baking Powder and Cica Balance. Of these, the two most famous are Moistfull Collagen and Soon Jung.
The Moistfull Collagen line includes 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 formula is formulated with Panthenoside™ to strengthen the skin barrier and retain moisture; and madecassoside to soothe and protect the skin from external stimuli. The Soon Jung series can be divided into collections: Soon Jung Original, Soon Jung Cica and Soon Jung Centella:
The Soon Jung Original collection includes products such as Lip Balm, Panthensoside Mask, All In One Moisturizing 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.
The Soon Jung Cica kit is supplemented with Advanced Cica™ to soothe sensitive skin while controlling moisture and oil balance. This product line includes Cica Relief Toner, Cica Toner Pad, 5-Panthensoside Cica Sleeping Pack, 5-Panthensoside Cica Balm and 10-Panthensoside Cica Balm.
The packaging of products in the Soon Jung Centella set has green details instead of blue. They are enriched with centella asiatica extract (centella asiatica) which has a calming effect and Dust Cut™ ingredients to soothe irritation. The kit includes Centella Relief Toner, Centella Hydro Barrier Cream, Centella 5-Panthensoside Cica Balm, Centella 6.5 Whip Cleanser and Centella 10-Free Moist Emulsion.
3. Etude Makeup
ETUDE’s makeup products can be classified into eye makeup, face makeup, and lip makeup. Their eye makeup line includes single eyeshadow, eyeshadow, liquid eyeshadow, eyeshadow palette, eye primer, eyeliner, mascara, and eyebrow makeup products.
The face makeup line includes powder, blocking, highlight, blush, concealer, foundation, foundation, BB cream, and CC cream.
The lip makeup line includes lipstick, lip gloss, lip tint, balm and lip liner.
Among ETUDE’s wide range of makeup products, we will discover more about the Play Color Eyes Palette makeup line and the Fixing Tint lipstick line.
The original Play Color Eyes Palette makeup line came in three color variants: Flower Tea Latte, Orange Bianco Latte and Brown Sugar Latte – 10 colors each. These palettes feature an anti-blur formula with true-to-life vibrant coloring, providing a soft and silky texture combined with sweet cream colors. The line now features new themes such as Rosé Wine, Lavender Land, Peach Farm, Cherry Blossom, Wine Party, Juice Bar, Bake House, Caffeine Holic and In The Café.
In 2024, the Play Color Eyes Palette series has a new variant called Autumn Closet. Inspired by autumn fashion, its soothing and pensive colors give it a calm, classic and cozy feel. The Autumn Closet palette includes six shades (Autumn Night Breeze, Brownie Mauve, Cashmere Beige, Autumn Trench Coat, Suede Brown, and Muted Ginger), three sparkles (Cha Skirt, Bling Lace, and Starlit Night), and one pearl combination (Cozy Tweed).
The Fixing Tint lipstick line is a moisturizer with a light matte foundation that is drift resistant – perfect for everyday use as it will be hard to fade and won’t stain the mask! This lipstick formula helps it adhere to the lips in just 60 seconds, providing comfort. The tone comes in eight shades to suit different seasons: Analog Rose, Vintage Red, Mellow Peach, Ginger Milktea, Midnight Mauve, Soft Walnut, Cranberry Plum and Dusty Beige. Fixing Tint has many different uses, it can be used to create a natural gradient effect or bold for full lips, you can also mix multiple colors together to create more shades.
4. Spokesperson and model representing the brand
- Etude House was represented by Jun Ji-hyun from 1999 to 2000.
- SES served as a brand ambassador from 2000 to 2001.
- Song Hye-kyo became a model for Etude House in 2001 and represented the brand until 2006.
- Jang Keun-suk and Go Ara: from 2006 to 2008
- Yoo Seung Ho: from 2009 to 2010
- Lee Min-ho and Park Shin-hye: March 3 to 2009
- 2NE1: April 14, 4
- SHINee: October 25, 10
- On January 4, 1, singers Sulli and Krystal of f(x) joined SHINee and became the new faces of Etude House until 2013.
- Girl group idols such as Red Velvet’s Joy and temporary girl group I.O.I promoted Etude House’s newly launched line until 2017.
- On March 14, 3, Red Velvet was selected as Etude House’s newest brand representative
