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.