Makeup should be fun rather than a boring daily routine. We at Etude House believe that we can create better and more exciting products for our customers to find enjoyable play and self-discovery for their unique beauty.Since launching in 1985 as Korea’s first specialized makeup brand, Etude House has made beauty dreams comes true with fun and playful products and packaging. We’ve created a culture of Makeup Play in our stores to perpetuate learning and the enjoyment of beauty.Our feminine and playful products accentuate our belief that every woman was born a dignified being and deserves to be loved. To celebrate their beauty, and adventurous spirit, trend-focused, young women turn to Etude House’s bright, whimsical stores for affordable bestsellers like Dear My Blooming Lips-Talk, Precious Mineral Any Cushion, Play 101 Pencil, and Moistfull Collagen Cream.