Every make-up addict worth their own salt knows that Korean brands produce some of the prettiest cosmetics around – so it’s with great excitement that I can tell you one of the cutest on the block has finally landed in Hong Kong!
Etude House is one of the biggest Korean cosmetics brands, with over 550 stores worldwide and loads of super-famous Korean stars as the ‘faces’ of their make-up – and they’ve just opened their very first store in HK in Mong Kok! Like many Korean make-up brands, their products have absolutely adorable girlie packaging (if you’re familiar with brands like Majolica Majorca, Tony Moly or Skinfood, you’ll know the style) but at extremely reasonable Sasa-style prices and good quality too.
If you’re previously seen a few Etude House products kicking around other stores around here, the Mong Kok shop marks your first official chance to get your mitts on the whole range proper! Prices have stayed pretty true to the original Korean costs (thank the make-up gods, no huge mark-ups here!) whilst you’ll be spoilt for choice with all the cute and charming make-up and skincare options.
The packaging is so irresistible that these are bound to make great gifts… or simply nice little treats to yourself to inject some fun in your day! I fell in love with the hand-creams shaped like animals (there was a ladybird shaped one that I actually squealed over), the cupcake-shaped eye shadows and the “Eye’s Cream” shaped like an ice-cream (come on, you have to appreciate that for the pun alone!)… let alone all the glittery nail polishes and pretty blushes and lippies that were on offer too. Absolute cute overload – I felt like a child in a candy store, but with make-up (much better for the waistline)!
However, amazing packaging aside, the products are definitely worth taking a second look at. Etude House’s bestsellers are their Precious BB Cream (9 sold every minute) and their Moistfull Collagen Cream (1 sold every ten seconds!) – now those are stats you can’t argue with! BB Creams are becoming super popular these days, but it was the Korean brands that started it all, and Etude House’s works well as a lovely base or a nice light coverage alternative to foundation, and they have different varieties to suit different skin types. Meanwhile, the Moistfull Collagen range is supposed to be the bomb for dry skin – good to know for the winter weather! My ginormous pores and I are also very excited about trying the Wonder Pore range and seeing if any of those products have any effect on my old blackhead friends.
With plans to open more stores in Hong Kong later in 2013, I can’t wait for the continuing Korean make-up invasion to our shores… and with over 22,000 Facebook Fans for their HK shop already, it looks like I’m not the only one!
Etude House locations in Hong Kong:
G/F, Shop No. 2-4, 24-26 Soy Street, Mong Kok
G/F Fei Building, Shop No. 1-2, 91-91A Tung Choi Street, 36-38 Argyle Street, Mong Kok
G/F, Shop No. 1-2, 2-10 Great George Street, Causeway Bay