My Top 5 Etude House Products — and None of It Is (That) Pink

There’s more to Korean beauty brand Etude House than hyper-girly packaging and bubblegum pink overload. Contributing writer Neng Neng wades through all the fluff to get to some seriously great products that will have you rethinking the brand.

If you’re new to the K-beauty scene, you may find it a bit overwhelming and may not know where to begin. A great place to start if you’re interested in exploring Korean makeup is one of the most popular (and affordable) brands, Etude House. Known for their cute, princess-like packaging, Etude House has taken over Asia and is slowly moving onto the rest of the world. What makes Etude House so great is their high quality products at a very affordable price.

Established in 1985, Etude House is inspired by the Études of Frederic Chopin, which was considered a revolutionary playing style for the piano at the time. In the same vein, Etude House wants women to try something new, experiment, and have fun with makeup, rather than seeing it as a repetitive daily routine.

Over the years, many A-list celebrities have been the face of Etude House, from Jun Ji Hyun (My Love from Another Star, The Legend of the Blue Sea) to Song Hye Kyo (Descendants of the Sun). More recent spokespeople include Go Ara (Hwarang, Reply 1994), Sandara Park of girl band 2NE1, and even the boy band SHINee. Since 2013, f(x)’s Krystal has been the main face of the brand.

My first introduction to Etude House was when I saw an Etude House commercial starring Go Ara and actor and singer Jang Geun Suk. From that moment on, I fell in love with Etude House’s cute designs, but what really captured my heart was their affordable skincare and makeup products that work so well. So if you’re interested in checking out Etude House, here are my top 5 products that I think every K-beauty lover should try.

Moistfull Collagen Cream

Etude House’s best-selling, award-winning product is the Moistfull Collagen Cream. The cream might appear thick, but it is actually very lightweight with a nice fresh, floral scent. The cream absorbs within a minute into your skin without leaving a sticky feeling, leaving your skin soft, refreshed, and hydrated. This cream is perfect as the last step of your skincare regimen before applying makeup. And I love to use this cream in the evenings during the summer because its “Super Collagen” water particles have a cooling effect on my skin. 

Look At My Eyes Shadows

For good quality and affordable eyeshadows, Etude House is the place to go. The Look At My Eyes Shadows offer plenty of different shades to choose from, from classic neutrals to trendsetting brights. The brand’s eyeshadows are loved by many because they blend really easily to create your desired look. (They're also considered a dupe for M.A.C and Anastasia.) Even better, the eyeshadows come in transparent plastic containers, making it easy to find the color you want. Another great way to organize your eyeshadows is with an empty palette into which you can depot the shadows. This way you have your own customized palette with your favorite colors within easy reach. 

Beauty Shot Face Blur

Just like its name says, this primer will “blur” your skin like the “beauty shot” mode on your camera. It brightens, smooths, and helps minimize pores for a flawless, beautiful radiance. Unlike other primers that usually include silicone, this primer is made of “airy skin powder” for a lightweight and comfortable wear that really lasts. You may not even have to wear foundation with this primer — that’s how good it is.  

Double Lasting Foundation

Also known as the dupe for Estée Lauder Double Wear Foundation, Etude House Double Lasting Foundation is loved by many beauty bloggers and YouTubers. (They don't consider it a dupe for Estée Lauder's version for nothing.) Even though it feels very lightweight, this foundation offers full coverage for a flawless complexion. It has a matte finish and blends easily, whether you’re using a blending brush, a beauty blender, or your fingers.

Another great thing about this foundation is that it’s available in eight shades, ranging from their lightest shade fair to their deepest shade amber, a true rarity in Korean makeup. 

Real Art Perfect Cleansing Oil

This lemon scented oil cleanser delivers a deep cleanse while infusing skin with moisture. When you apply the oil, softly massage your face with it. This helps melt your makeup. Little by little, add water while still massaging. When you add water to the oil, the oil will turn milky white. Rinse with lukewarm water until you no longer see any milky liquid and your skin does not feel oily anymore. A small amount is enough to remove heavy makeup, even waterproof mascara.

There are so many more amazing products at Etude House. What have you tried and what do you love (or hate)?