Etude House K-Beauty Tour: Flagship Store at Myeongdong!

Yoohoo folks!

I have got SO many blog posts to write and post, that I’m gonna try to be super efficient and post a new entry every two days. Let’s see if I can manage to? Haha. And since I have got sooo many travel posts I want to write too, (both Bangkok and Seoul!), I’m not gonna be doing it in chronological order, just to keep it interesting for myself and for readers as well 🙂

As you probably know (if you already follow me on Instagram and Dayre), my short trip to Korea was for both work and play: I was kindly invited by the lovely team at Etude House for an exclusive media event at the heart of the brand: where else, but Seoul, Korea! That’s right, we were flown all the way to Korea, for Etude House‘s media event!

Evonne and I right before departing on Korean Airlines!

Thankful that Evonne was also invited on the same trip, and we spent gleeful hours planning our itinerary for our free days and extension! Teehee. Travelling is always more fun with a close friend! I’ll talk more about where we shopped/ate/played in future entries, so you’ll have to stay tuned for more!

We arrived in Seoul on a chilly morning, and had a long drive to our hotel, in Gangnam. A little surprise awaited us in our hotel room, which perked me up!

The little welcome package that was delivered to our hotel room upon check-in. Super sweet of the team at Etude House Global! Kamsahamida!


Which I hungrily munched away right after the long flight. Haha!

We were given our first day to roam around freely, and Evonne and I explored Gangnam area, which I’ll blog about in the next Seoul entry! But I’m gonna fast forward to our first Etude House experience in Seoul: which was a tour of Etude House‘s iconic flagship store at Myeongdong!

Myeongdong is one of Seoul’s main shopping districts featuring mid-to-high priced retail stores and international brand outlets, including Lacoste, Polo Ralph Lauren, Forever 21, Bulgari and Louis Vuitton, as well as Korean cosmetics brands such as Nature Republic, Missha, The Face Shop and Skin Food. 

It is a particularly popular area for young people and tourists as a center for fashion and sight-seeing. Several large shopping centers and department stores are in the district including Lotte Department Store, Shinsegae Department Store, Migliore, M Plaza, and Noon Square. 

(Source: Wikipedia)

Myeongdong is one of the must-visit places for any tourist in Korea! We also came back and explored Myeong Dong by ourselves a fair bit on other days, so expect to see quite a few posts about Myeongdong too.

Look at the striking facade complete with pink roof!

Etude House is a familiar name for those who know of Korean beauty brands, and it is one of the most well-loved beauty brands in Korea!

Trivia: Did you know that the brand name ‘Etude‘ comes from Frederic Chopin’s studies of the piano?

A little more background information on Etude House‘s brand story and mission:

Etude is a cosmetic brand that believes makeup should be playful and not routine. So our products are developed to reflect four basic concepts: high quality, affordability, lovely design and a diverse color range. Etude loves to promote fun make-up play for all girls around the world to be sweet.

With a lovely interior, Etude House resembles a perfect doll house like a princess’s private chamber full of ornate trinkets and treasured items that all girls dream of. Come and find your inner princess at Etude House by partaking in makeup play and exploring a new world of beauty.

When I think of Etude House, sweet, girly, and cute are some of the adjectives that first come to my mind. Etude House‘s mission is to make every girl feel like a princess!

Stepping into Etude House‘s flagship store at Myeongdong really felt like I was brought into an alternate reality of fluffy unicorns and princesses! Lol. Soft, gentle music tinkled throughout the store and the interior was entirely charming with pastel colours and pink, pink and more pink everywhere I looked!

And the array of products.. It was incredible! I honestly did not know that Etude House carried such a huge range of beauty products, not just for the face, but even hair and body care as well!

Etude House‘s flagship store in Myeongdong is definitely the one you have to visit, because it carries practically every single product Etude House has to offer! So be prepared for an overload of photos as I do my best to bring you around and show you some of my favourite Etude House products in the store 😉

There are so many different masks available, literally from A-Z, and each of them contain a different ingredient for different purposes! I loved the cute packaging so much, and I brought some of these home for my girls.

The latest product to hit Etude House stores, and will also be launched in Singapore next month, the Magic Any Cushion that comes in three different correcting shades! You’ll be hearing a lot more about this product on my blog soon!

The lovely Etude House Global representative, Julie, showing us around the store and introducing us to some of Etude House‘s bestsellers!

This range intrigued me with its pretty packaging! It’s an entire “Wonder Pore” range for total pore solution. Any of you have problems with visible/enlarged pores?

One of the most popular ranges: the “Moistful Collagen” range! Great for dehydrated skin that has lost its elasticity with its emphasis on moisturising and tightening of skin.

Depending on your skincare needs, you can pick from many different skincare ranges.

From what I heard, this wouldn’t be available in Singapore’s Etude House stores, so you might want to consider grabbing it if you’re in Seoul! It’s a facial mist that helps fight against contaminated air and pollution!

There’s even hair dye products!

This is Etude House‘s global top seller: BB Cream!

Check this out: There is an electronic counter that jumps in real-time, showing you the number of BB creams that has been sold, worldwide! And in the short span of a few seconds, you can see that the number has already jumped from 5050705 to 5051347! WOW!

I was so enamoured by the lip counters.. There were soooo many different kinds of lip products on display! That’s Evonne trying on one of the lip products on herself!

The other bloggers, Trish and Miyake who were busy with the lip products too!

And I thought that the falsies department was really cute too, you can see how the lashes would look like on you by using one of these “testers”!

Just hold it up against your eye. Cute huh?

A princessy pink shopping trolley. Too precious!

Tons of eyeshadow shades that all looked so pretty!

Etude House believes that “All of you are born as a princess”, and of course, what’s a princess without a tiara?

Didn’t really look the part unfortunately… But I tried. Haha

Mirror mirror on the wall….

An adorable display for hair masks.

Cleansing products!

I believe this beautiful washbasin here really does work D:

This is real interesting: There are little post-it notes that you can find around the store that comes with different beauty tips and tricks which you can bring home with you!

For the nail-polish crazy ladies..

These fragrances were so dainty and pretty!

We were given one of these pink coins each..

And a gift card for us to spend on Etude House products! Awww!

Whoop whoop!

The pink coin is for the special gashapon vending machines!

Here goes nothing…

Hoping to win something fabulous!

But all I got was a facial puff ;__;

We spent hours shopping inside Etude House, and couldn’t decide what to buy.. Yikes!

But it was an absolutely delightful shopping experience at Etude House’s flagship store!

Our trolleys full of shopping.. D:

A group shot with a couple of the other bloggers on the trip: Miyake and Trish! 🙂 Jenrine, we didn’t get any pictures together! ;(

Happy with my picks. Yay!

With Vivien, one of Etude House Singapore’s representatives who took very good care of us! 🙂 Thank you too, Joreen, we didn’t get a picture together as well 🙁

To complete the entire Etude House experience.. Look at this charming little paper carrier in the shape of a house! Awwww!

Tough to get a shot with the entire facade plus the logo, but we managed…. Sort of.

Part one of our shopping: We went back on separate occasions to different Etude House stores to grab every more products after that! To my surprise, Etude House products are actually all rather affordable. Mostly around the range of 10-20 dollars?

There’s two Etude House stores in Myeongdong if I’m not mistaken, and this is the other one that has just been newly revamped. It looks absolutely lovely with beautiful lace and snowflake motifs and really stands out from the rest of the shops!

These are just a few of the products I brought home from Etude House.. Lip tints, sheet masks, dry shampoo, BB products and more! I’m definitely gonna be sharing on some of these products very soon! 

To find out more about Etude House and their products:
Etude House Singapore’s website
Etude House Singapore’s Facebook page
Etude House Singapore’s Instagram

Once again, thank you so much to Etude House for the wonderful opportunity to be part of the K-Beauty Tour! More posts are in the works, so don’t go away! 🙂

Part two of my Etude House K-Beauty Tour is here: Magic Any Cushion Beauty Class & Night in Gangnam here.
Read also: Seoul Mar’14: Juno Hair at Gangnam/Exploring Cheongdam


Photo credits: Most photos in this entry are taken with either my Olympus E-PL5 or Evonne’s Fujifilm XE-2.

1 Comment

  1. August 20, 2018 / 9:09 pm

    I absolutely love Etude house, been using their BB Creams for years now, I don’t get any outbreaks and they give great coverage! ^_^ I want to try the baking powder cleansing foam too!

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