Korean beauty brand ETUDE HOUSE opens its doors in UAE and Kuwait

South Korean cosmetics brand ETUDE HOUSE made its Middle East debut with the opening of its first store in the Dubai Mall, Dubai, followed by the opening of its second store at The Avenues, Kuwait, promising to make local customers’ beauty dreams come true with fun and playful products that unlock their unique beauty.

Korea’s leading beauty and makeup brand, ETUDE HOUSE is known for its innovative, trend-setting approach. The brand’s philosophy is that every woman was born a dignified and beautiful being that deserves to be valued, and its stores aim to create a culture of ‘makeup play’ in its stores, with feminine and playful products.

Etude House debuts in Middle East

Established in 1985, ETUDE HOUSE is present in 11 Asian markets as free-standing store. Throughout the years ETUDE HOUSE has been able to create a niche for itself in woman’s vanity boxes. Keeping in sync with the demand for cosmetics in the Middle-East market, ETUDE HOUSE aims at bringing an array of the best sourced products to the region.

The word 'Etude', meaning 'study or practice' in French language, originally refers to a short musical composition designed to be used as a practice material for perfecting techniques for a musical instrument. Just like a beautiful song is completed through numerous practices, ETUDE HOUSE wishes to help its consumers unlock their unique beauty by exploring the brand’s range of products and discovering the makeup styles that work for them.

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FCommenting on the launch, Ms. Kwon Geum-Joo, President, ETUDE HOUSE said, “We are extremely delighted to partner with M.H. Alshaya Co., a pioneering force in the retail franchise sector, to introduce ETUDE HOUSE, one of the most loved brands in Asia to the Middle East. With its quality products, whimsical and trendy packaging design and reasonable prices, ETUDE HOUSE gives every woman the chance to discover and enhance her own beauty. ETUDE HOUSE is admired as the No.1 Korean beauty makeup brand, leading in new trends and innovations not only in Korea, but throughout the world and we are excited to replicate the same in the Middle-East.”

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The brands star products are Dear My Blooming Lips-talk; Personal Color Palette; Curl Fix Super Volume Mascara; Play 101; Real Powder Cushion; Moistfull Collagen.