Feel Like A (Korean) Princess In This House Of Beauty

Famous Korean girly cosmetic brand, Etude House, opens its first branch in Manila.
Aside from those handsome princes, if you were to envy anything about princesses in fairy tales, it would probably be their fabulous gowns, precious jewels, and… impressive boudoir lined with beauty products. Get the same royal treatment and glamorous kikay loot at Korean brand Etude House, which opened its first branch in SM Megamall recently. Upon entering the store you will instantly feel like royalty, with its glitzy interiors that resemble a princess’ private room. Yet, this is the place where sassy girls get to indulge their love for beauty without hurting their wallets.

Etude House started in 1994 as an exporter of cosmetic goods to Hong Kong, and opened its first shop in Seoul in 2005. Wanting it to become a global iconic brand, entrepreneurs Andrea Amado and Karen Chikiamco opened a branch here in Manila, which is experiencing a craze for anything Korean—soaps, stars, music, and even cosmetics.

“Etude House [caters to] the growing population of teens [who are demanding more] affordable daily skin care products and cosmetics, [so they can] buy them often,” says Chikiamco. And so they offered products that are of high quality but are reasonably priced. The cosmetic items are designed with crafted trinkets and playful accessories, and come in pretty packaging that is mostly in the kikay color, pink.

Etude House is supposedly also the first brand to release a BB Cream (Blemish Balm), which corrects skin blemishes, and later “evolved into other skin care products and makeup that are within a girl’s budget,” says Chikiamco. Among the bestsellers are Black Head Gommage, Moistful Collagen Balm SPF, Essence in Primer, Glow Base Sun Guard, and BB Products like BB Magic Cream and BB Magic Mist.

And calling all Korean crazies out there: Etude House happens to be endorsed by the handsome lead actor of Boys Over Flowers, Lee Min Ho (Gu Jun Pyo)! And did we mention they play K-Pop songs in the store?

Browse through the gallery to get a glimpse of the store and check out some of their popular products.

Etude House is located at the Upper Ground Floor of SM Megamall Building A.

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