ETUDE HOUSE

ETUDE is a South Korean beauty brand whose modern story took an important turn in April 1995, when Amorepacific launched it as a color-makeup label aimed at younger women. At the time, much of Korea's cosmetics market focused on consumers in their late twenties and thirties, while ETUDE deliberately addressed women around eighteen to twenty-two through bright color, experimentation and the idea of makeup as play. The first ETUDE HOUSE brand shop opened in 2005.

The French word “étude” means a study or practice exercise, particularly in music, making it an appropriate name for a brand built around experimentation. Beauty is treated not as a rigid pursuit of perfection but as something to practice, enjoy and reinvent. Pink interiors, playful stores, youthful communication and the concept of “makeup play” turned ETUDE into one of K-beauty's most recognizable pop-cultural brands. It helped popularize makeup as an accessible and creative form of self-expression.