STUDY
★ K-BEAUTY MAKEUP · SINCE 1985
MAKEUP
WHO DEFINED A GENERATION.
ETUDE is the pioneering K-beauty makeup brand by Amorepacific, dressing Korean women since 1985. Fine pigments, sensory finishes, iconic design: Dear Darling Tint, Play Color Eyes, Big Cover Cushion, Soonjung for skincare. Playful, accessible K-beauty that turns makeup into a daily pleasure.
★ THE ETUDE SIGNATURE
PIGMENTS, SENSORY EXPERIENCE, ICONIC DESIGN
Lip tints, eye palettes, cushion, barrier care: the complete K-beauty makeup.
ETUDE builds its brand around four stable pillars for 40 years — high-quality pigments, sensory textures, iconic design, and now integrated skincare with the Soonjung line. Here are the 4 signature pillars.
✦ PILLAR 01
HIGH-QUALITY PIGMENTS
ETUDE built its reputation on the fineness of its pigments. The Dear Darling Water Tint and Play Color Eyes Palettes offer strong pigmentation, no fallout, and a clean finish — an accessible benchmark of Korean makeup.
✦ PILLAR 02
SENSORY TEXTURES
Water-like fluid tints, cushion glow, satin shadows: each formula is designed for application comfort and sensory experience. This is what makes an ETUDE product instantly recognizable.
✦ PILLAR 03
ICONIC DESIGN
Playful, collectible packaging (Play Color Eyes Cookie, Wine Party, Maple) — ETUDE has made makeup an object of desire and a generational marker for Korean women born between 1990 and 2010.
✦ PILLAR 04
INTEGRATED SOONJUNG SKINCARE
The Soonjung range (pH 6.5, free from denatured alcohol and fragrance) is designed for atopic and sensitive skin. It’s the other side of ETUDE — the brand does more than just makeup.
Forty years of pigmentation expertise, cult textures, serious skincare alongside: ETUDE is the most complete and accessible entry into K-beauty makeup.
★ THE SIGNATURE RANGES
THE 4 ICONIC RANGES
Choose your range according to your need: lips, eyes, complexion, or barrier care.
DEAR DARLING
Iconic lip tints
The most iconic range. The Dear Darling Water Tint in water, marker, or velvet finishes — strong pigmentation, long-lasting, palette ranging from PK001 pink to RD304 berry.
PLAY COLOR EYES
Cult eye palettes
The Play Color Eyes palettes (Wine Party, Cookie, Maple, Caffeine Holic) have become collectibles — fine pigments, varied finishes, harmonies designed to wear anywhere.
BIG COVER / CLOUD FILTER
Cushion & foundation
For complexion, the Double Lasting Foundation (full coverage, 24-hour wear) and the Cloud Filter Cushion (buildable coverage, glowing finish) are the two ETUDE staples.
SOONJUNG
Gentle barrier care
The signature skincare line. The SoonJung 2x Barrier Intensive Cream and the SoonJung pH 5.5 Foam Cleanser target atopic and sensitive skin — pH-friendly, fragrance-free.
★ THE ENTIRE COLLECTION
DISCOVER THE ENTIRE COLLECTION
ETUDE BELOW
Du Dear Darling Tint to SoonJung Barrier Cream, find all authentic ETUDE products — imported directly from Seoul, with no customs fees.
ETUDE Moistfull Collagen Deep Sheet Mask
ETUDE Pang Pang Hair Shadow
ETUDE Soonjung pH 6.5 Whip Cleanser
ETUDE Moistfull Collagen Emulsion
ETUDE Moistfull Collagen Cream
ETUDE Moistfull Collagen Toner
ETUDE Moistfull Collagen Eye Cream
ETUDE Moistfull Collagen Essence
★ TO GO FURTHER
THE WORLD OF KOREAN MAKEUP
ETUDE, CLIO, MILK TOUCH — the cult K-beauty makeup.
ETUDE: K-beauty makeup cute girly Cloud Filter Dear Darling
The complete story of ETUDE: pioneering beginnings since 1985, the Dear Darling Tint, and the K-beauty pop makeup philosophy.
READ THE ARTICLE →
CLIO: the professional K-beauty makeup brand founded in 1993
CLIO, the other major professional K-beauty makeup brand, shares pigmentation and lasting power expertise with ETUDE.
READ THE ARTICLE →
MILK TOUCH: K-beauty makeup cushion glow velvet matte rice
MILK TOUCH, the new wave of K-beauty pop makeup for Gen Z — the contemporary evolution of the ETUDE spirit.
READ THE ARTICLE →★ YOUR QUESTIONS
ETUDE FAQ
Everything you need to know about the pioneering K-beauty makeup brand.
Which ETUDE product to start with?
The Dear Darling Water Tint is ETUDE’s absolute icon — a fluid, pigmented, long-lasting lip tint that became a global cult favorite. For complexion, the Double Lasting Foundation. For eyes, a Play Color Eyes Palette.
Is ETUDE more makeup or skincare?
Both. The brand started with makeup (since 1985) with the iconic Dear Darling and Play Color Eyes. It expanded with the SoonJung line (skin barrier care) and Moistfull Collagen (anti-aging collagen). Today, it’s a full K-beauty brand.
Dear Darling Tint, which shade to choose?
PK001-004 (pinks) for fair skin, OR201-204 (corals) for medium skin, RD301-304 (berry/red) for darker skin tones. All shades are pigmented and long-lasting — many collect several.
Big Cover Cushion vs Double Lasting Foundation?
Cloud Filter / Big Cover Cushion: buildable coverage, glowing finish, convenient size for touch-ups. Ideal for everyday use. Double Lasting Foundation: full coverage, semi-matte finish, 24-hour wear. Perfect for evenings or combination/oily skin needing coverage.
Is ETUDE suitable for sensitive skin?
Yes, especially the SoonJung range (pH 6.5, no denatured alcohol, fragrance-free) designed specifically for atopic and sensitive skin. For makeup, the formulas are generally well tolerated — always do a patch test if you react strongly to fragrance.
Are the ETUDE products on Ma Petite Corée authentic?
Yes, 100%. Ma Petite Corée has been based in Seoul since 2017 and sources directly. Every product is new, sealed, and shipped from Korea, with no customs fees charged to you in the EU.