Etude House is one of the most famous Korean brands. Founded back in 1985, it has experienced more than one rebranding and even a name change.
The name of the brand was inspired by the wonderful creations of the Polish composer Frederic Chopin and one of his best works, "Etudes". This music inspired the founders of Etude to create a beautiful and good cosmetic brand, so that young girls could emphasize their freshness and prolong youth. Initially, Etude House was simply called Etude, but over time, the brand expanded, changed its structure and now we all know it as "Etude House".
The brand slogan "Sweet imagination" first appeared in 2006 and fully embodied Etude House at that time. All products were made in white chocolate and cotton candy tones, and the company shops looked more like a fairy princesses’ palace than a cosmetics store.
In 2010 Etude House developed a new slogan, which is now widely known among the brand's customers: "Wanna Be Sweet? Play Etude. " This slogan maximally embodies the brand concept: makeup should not be boring, play and be beautiful!
In the logo of the brand you can also see the concept of Etude House: the star denotes a bright shine, which the brand will help to achieve, heart - sincerity with which the brand treats each client, and the magic carriage symbolizing the magic of transformation, which every woman is capable of. Speaking of the concept, Etude believes that makeup should be enjoyable as a game and it cannot be associated with everyday routine. Therefore, all Etude House products meet four main requirements: the highest quality, accessibility, attractive design and an impressive range of options. To date, Etude House is one of the leading cosmetic companies in Korea and throughout Asia. Their success is promoted by many factors - time, originality of idea, execution and active social participation.
For almost 30 years of its existence, the company has received many awards in completely different areas: for the best packaging, for the contribution to the economy of the country, and for helping wildlife. Since 2010, Etude House is actively involved in the development of the "Wildlife Protection Fund" and helps to save rare species of animals on our planet.
In 2007, Etude House opened its 100th store in Korea. And two years later, the number of stores doubled and the brand welcomed the opening of its 200th store.