ESPOIR makeup: Amorepacific’s Korean makeup brand

Spotted a cushion in a compact marked espoir and wondering where it comes from? If you’re searching for “ESPOIR makeup”, you’re in the right place: ESPOIR is the professional makeup brand of the Amorepacific group, known for its cushions and foundations, its lipsticks and its tints.

In this guide, we tell you its surprising story (it started with fragrances!), what makes it different, how to find your way between Be Velvet, Be Glow, Nowear or Tone Pairing, and above all what to choose for your complexion, eyes, lips and cheeks.

ESPOIR makeup: the story of the brand

The story of ESPOIR begins in 1999, and not with makeup: it was first a fragrance brand, launched by a subsidiary of Pacific, the former name of Amorepacific. The project started as a small “company within the company”. And the name? It’s simply the French word “espoir”, meaning “hope”.

In the late 2000s, ESPOIR changed course and became a makeup brand. At first, you could find it in corners inside Etude stores, another brand of the group (from 2008). It gradually established itself as the group’s “pro” brand, with products built on the know-how of professional makeup artists.

In 2015, ESPOIR split from Etude and became an independent company, still within the Amorepacific group. It opened its own stores in Seoul’s lively neighborhoods, then refocused on online sales and major beauty chains. In January 2019, it took its first official steps abroad, in Thailand, with the beauty retailer Eveandboy.

As of mid-October 2026, our shop offers around fifty ESPOIR items, from cushions to brow pencils, along with limited editions like the Galaxy Beam collection (including the Bevelvet Cover Cushion, the one in our header photo).

The ESPOIR philosophy: pro makeup, for you

Amorepacific presents ESPOIR as a premium makeup brand, built on the techniques of professional makeup artists. The idea isn’t to transform you, but to highlight “the person you already are”. In practice, that means three things:

• Complexion first: it’s the heart of the brand, with cushions and foundations in several finishes.
• Shades designed for Asian skin: lots of light to medium shades, often in a neutral (N) or cool (C) version to match your undertone.
• Rich colors: lipsticks, tints and blushes in a wide palette, from nudes to more intense shades.

The key ESPOIR textures

ESPOIR is a makeup brand: its “key ingredients” are mostly its finishes and textures. Here are the ones to know before choosing.

Be Velvet: the velvet finish

The Be Velvet line gives a velvety, almost matte finish that keeps skin clean-looking and limits shine. You find it in the line’s cushion, but also in the Be Velvet Foundation SPF22, a fluid foundation in ten shades, neutral and cool. If your skin gets shiny by midday, this is the line to look at first.

Be Glow: the radiant finish

On the other hand, Be Glow is all about radiance: a fresh, slightly luminous complexion, “glass skin” style. The line includes a cushion, the Be Glow Foundation SPF27 and handy sticks, like the Be Glow Stick Radiance to light up the top of the cheekbones or the Beglow Stick Shading to sculpt.

Nowear: lipsticks that last

Nowear is one of ESPOIR’s original lines. Its name plays on the idea of a lipstick that doesn’t wear off during the day. It now comes in two finishes: Balming Glow, shiny and comfortable, and Volume Matte, more matte and velvety.

Water Splash: light sun protection

ESPOIR also makes sunscreens, which can double as a base before makeup. The Water Splash line comes as a cream, a tone-up version or a serum, like the Water Splash Sun Serum: a fluid texture, SPF50+, to apply as the last skincare step, just before complexion products.

Tone Pairing: colors matched to your skin tone

With its Tone Pairing line, ESPOIR offers blushes, highlighters and contour palettes designed to match your skin color. It’s the ideal line if you struggle to find a blush that doesn’t “clash” with your complexion.

The ESPOIR lines to know

Which ESPOIR for your look?

For makeup, we sorted by step of the look: we give you our favorite product, and two more to complete it.

A complete ESPOIR routine, morning and evening

Morning: the everyday look

1. ProtectAfter your skincare, the Water Splash Sun Serum all over your face.
2. Even outThe Be Glow Volume Cushion, patting from the center of the face outward.
3. CorrectA touch of Easy Blending Concealer on dark circles or redness.
4. DefineYour brows with the Brow Balance Pencil, then the Nomudging mascara.
5. Add colorA veil of Blur Wear Blush on the cheeks and the Couture Lip Tint Glaze on the lips.

Evening: the night-out look, then makeup removal

1. Touch upA sweep of Fresh Setting Powder on the T-zone if your base has moved.
2. HighlightA touch of Tone Pairing highlighter on the top of the cheekbones and the bridge of the nose.
3. IntensifyThe Nowear lipstick in a deeper color for the evening.
4. SetA few sprays of Fresh Setting Fixer at a good distance from your face.
5. RemoveBefore bed, take everything off with a cleansing oil, then a gentle cleanser.

Our tips for using ESPOIR well

• Choose your finish according to your skin: Be Velvet if you get shiny fast, Be Glow if your skin feels tight or if you want a radiant effect.
• Spot the letter of your shade: “N” for a neutral undertone, “C” for a cool (pinkish) undertone. If in doubt, the neutral version is often the easiest.
• Pat the cushion, don’t spread it: you get a thinner, more even layer, then you build up only where needed.
• Prep your skin: a moisturizer and a sunscreen before your base, or the Make Up Bonding Primer if you want your makeup to last longer.
• Apply tint in two steps: one layer in the center of the lips, blended with your fingertip, then a second if you want more intensity.

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Jihyun, team Ma Petite Corée