Etude House, a cosmetics retail brand that successfully marked itself in Asia, has finally landed in Manila. Founded in Korea in 2005, Etude is finally available locally as it launched its first store on December 20, 2009 in SM Mega Mall A -- the most recently opened branch following its successful expansion in Thailand, Taiwan and Indonesia. The brand differentiates itself from other cosmetic names as it proclaims itself as "a total beauty solution shop as if conceived from a fairytale, resembling a princess private room where ornate trinkets inspire dreams to come true."



Personally, I find Etude House too girly and too "pink" for my taste. Definitely not my make-up personality. However, during my visit to my brother in Seoul two years ago, my friends were as surprised as I am to see that my single purchase of a mono eyeshadow led to an unstoppable "Etude" obsession! Quality is superb, which can be compared to some high-end japanese make-up. Not to mention, the prices are very very reasonable. Going back to Seoul has been more exciting because of my daily visits to Etude House; each visit with at least three product purchases!

Here, I'll list some of my favorite products. I'm so glad I made a good call by not judging Etude House based on first impressions!

Petit Darling Eyes
The color pay-off in unquestionable. The color you see on the pot is same as when you apply it on your lids.

 
Code B Strong Eyes Cream Liner
It adheres to the lids and lash line so well and provides a good base for smoky eyes.

 
Dual Change Eyeliner 
A black liquid eyeliner that comes in slim and wide brush for line variation. It's easy to apply as it dries quickly and the pointed tip applicator draws a precise line.
I swear by it!

 
Cleansing Dream Oil
Acts the same way as Shu Uemura Cleansing Oil but only a fraction of the price.

 
Perfect Brow Kit
The name says it all. Three colors are included for defining and highlighting.


Etude House Mega Mall offers "Princess Membership" for clients who wish to avail purchase discounts, special promos and exclusive privileges. Now I don't need to keep on bugging my brother in Seoul to get me this and that from Etude House. I'm sure he's relieved.