Etude
Budget“Life is sweet.”
By Viktoria @vioda.makeup · Published · Updated
Etude is a budget makeup brand from South Korea, founded in 1985 by Amorepacific. It's best known for its Fixing Tint (long-wear lip tint), Dear Darling Water Tint and Play Color Eyes palettes.
Etude (formerly Etude House) launched in 1985 in Seoul and is one of the original K-beauty makeup houses — owned by Amorepacific, the same conglomerate behind Sulwhasoo and Innisfree. Etude built its identity on pastel, playful, princess-adjacent packaging and a relentless focus on color cosmetics at a time when most Korean brands skewed skincare-first. The brand was a defining gateway into K-beauty makeup for Western consumers in the 2010s through products like the Dear Darling Water Tint and Drawing Eyebrow.
Flagship products include the Fixing Tint (a transfer-proof lip tint that went viral on TikTok in 2023), the Dear Darling Water Tint, the Play Color Eyes palettes, and the Soon Jung skin-prep line. Etude is widely available through Olive Young, YesStyle, Stylevana, and Amazon, with prices typically ranging $8–$22. Its product range — especially the lip tints and brow pencils — has consistently been the K-beauty entry point most often duped by US drugstore brands.
Popular Products
What Etude is bought for. The ones we've found dupes for link through to the comparison.
- Fixing Tint
- Dear Darling Water Tint
- Play Color Eyes
- Drawing Eyebrow
- Double Lasting Foundation
Known For
Brand Philosophy
"Life is sweet" — playful, accessible color cosmetics that make daily makeup feel like a treat.
FAQ
Etude Official Channels
Where to buy, and how to reach Etude customer service directly.