Etude House

Etude House
Native name
 에뛰드하우스
Founded 1966 (1966)
Headquarters Seoul, South Korea
Number of locations
 231 (2018)
Area served
 Worldwide
Products Skincare
Parent Amore Pacific
Website http://www.etudehouse.com/

Etude House (Hangul: 에뛰드하우스) is a South Korean make up colour cosmetics brand owned by Amore Pacific.[1] The brand name 'Etude' simply means 'study' or 'practice' in French. As of 2018, there were 231 stores around the world.[2]

History

The company was established in 1966, and the corporate name was changed to Oscar Corporation in 1985. In 1990, it was incorporated by Amore Pacific Group. The name was changed to Etude Corporation in 1997.[3]

Etude House Seoul was launched in 2005. It opened its 100th brand store in 2007 and its 200th in 2009.[3]

In 2009, Etude House launched stores in Taiwan, Singapore and the Philippines. It also launched stores in Brunei and Myanmar in 2010. It opened its 100th overseas branch in the same year.[3]

Etude House opened its first branch in Japan in 2011.[4]

During March 2018, certain products were recalled by the Ministry of Food and Drug Safety for containing high amounts of antimony,[5] shortly before Etude House opened its first branch in the Middle East in Dubai[6] and a second branch was opened in Kuwait.[7] Another branch opened in Ridyah, Saudi Arabia later that year. [2]

Spokespersons and models

Etude House was endorsed by Jun Ji-hyun from 1999 to 2000. S.E.S replaced her and endorsed the brand from 2000 to 2001. Song Hye-kyo became a model of Etude House in 2001 and endorsed the brand until 2006. Jang Keun-suk and Go Ara were models of the brand from 2006 to 2008. Yoo Seung-ho was a model of the brand from 2009 to 2010.[8]

In March 2009, it was announced that Lee Min-ho and Park Shin-hye would be the new faces of Etude House until 2010.

On April 14, 2010, 2NE1 became Etude House models.[9]

On October 25, 2011, SHINee became the endorsers of Etude House.

On January 4, 2013, f(x)'s Sulli and Krystal joined SHINee and became the new models of Etude House until 2014.[10]

Female idols from girl groups like Joy of Red Velvet and temporary girl group I.O.I, promoted the brand until 2017.[11]

On March 14, 2018, Red Velvet has been chosen as the newest Brand Model of Etude House.[12]

Animals Testing

Etude House products are sold in China and therefore are legally require to be tested on animals.[13]

References

  1. ↑ "Our Brands > Cosmetics > ETUDE" (in Korean). En.amorepacific.com. Retrieved 2013-10-30.
  2. 1 2 "Korean beauty brand Etude House debuts in KSA". Arab News. 10 June 2018. Retrieved 7 July 2018.
  3. 1 2 3 "Company History". etudehouse.com. Retrieved 21 November 2017.
  4. ↑ "Company History". etudehouse.com. Retrieved 2013-10-30.
  5. ↑ Da-Sol, Kim (20 March 2018). "Amorepacific apologizes after metal traces found in cosmetics". The Korea Herald. Retrieved 8 July 2018.
  6. ↑ Judge, Lindsay (April 9, 2018). "ETUDE House opens first store in the UAE". Friday Magazine. Retrieved May 24, 2018.
  7. ↑ "Korean beauty brand ETUDE HOUSE opens its doors in UAE and Kuwait". Alshaya. March 25, 2018. Retrieved May 24, 2018.
  8. ↑ "Faces of ETUDE" (in Korean). etude.sg. Retrieved 2013-10-30.
  9. ↑ "2NE1 to return as Etude House model'". allkpop. 14 April 2010. Retrieved 2013-10-30.
  10. ↑ "Krystal and Sulli to join SHINee as models for 'Etude House' in 2013". allkpop. 4 January 2013. Retrieved 2013-10-30.
  11. ↑ "[단독] 아이오아이, 에뛰드 모델 됐다…단숨에 톱 걸그룹 등극". 4 April 2016. Retrieved 2016-04-04.
  12. ↑ "에뛰드하우스, 새 모델로 걸그룹 레드벨벳 발탁". 이투데이 (in Korean). 2018-03-14. Retrieved 2018-03-14.
  13. ↑ Ashley (October 2, 2017). "Ethical Brands: 6 Cruelty-free Korean beauty brands to know". Marie France Asia. Retrieved May 24, 2018.
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