Etude, formerly Etude House, is a South Korean cosmetics and skincare brand owned by Amorepacific, known for playful makeup and its SoonJung range for sensitive skin. As at October 2026 it has no official Australian store or mainstream retailer we could confirm, but several Australian K-beauty shops stock it.
Etude, long known as Etude House, is a South Korean beauty brand owned by Amorepacific. Its company history traces back to 1966; it was renamed Oscar Corporation in 1985 and Etude Corporation in 1997. The name is French for "study", and the brand says it wants customers to discover their own beauty through playful experiences, much as a practice piece becomes a melody.
The brand became known for pink, dollhouse-style shops and its "princess" concept, and for makeup such as Dear Darling tints and Curl Fix mascara. On the skincare side its best known line is SoonJung, a low-irritation range built around panthenol and madecassoside for sensitive skin.
General information only, not medical advice.