Popular South-Korean beauty brand – Etude House has sent a viral sensation of Korean-beauty in Singapore.

The brand is known for its pink façade and ultra-effeminate aesthetic where vast arrays of skincare and makeup products are adorably-named to accentuate its girly vibe.

Etude House has captured the attention of millennial customers and has expanded to over 15 stores island-wide.

Etude House encourages customers to get playful and creative with cosmetics, where the store is conceptualised on a princess fantasy design.

The interior is painted with the brand’s signature pink shades, inspired by the brand’s iconic “Life is Sweet” logo.

Illuminated wall mirrors and modern lighting features accentuate the façade of a princess’s palace.

Etude House’s stores are emblematic of the brand’s steady growth over the years, becoming sophisticated and contemporary while targeting millennials.

The store boasts an extensive selection of products such as the – Moistful Collagen Cream, Look at My Eyes Shadows, Real Art Perfect Cleansing Oil and the Baking Power BB Foam.

Head down to Etude House at Junction 8 and experience the “makeup play” culture!