Another retailer bids goodbye to physical retail stores—this time it’s the K-Beauty cult favorite brand, Etude House, as they closed their final physical store located at Bugis Junction on 24 February for good.
The K-Beauty brand first arrived in Singapore in 2009 and opened 16 stores across the island at its peak.
In 2014, the brand had opened its flagship store in Wisma Atria, which offered customised lipstick engraving and personal color-matching services for their customers.
Closing Physical Stores And Pivoting To ECommerce
However, fans of the well-beloved Korean cosmetic brand need not worry as their products will still be available to Singaporeans on various eCommerce platforms like Shopee, Lazada, and their official website.
Etude House, which is owned by AmorePacific, had been suffering losses for the past few years since 2017.
According to The Korea Times, the brand’s net equity was a negative 66 billion won (that’s $74 million SGD) in March 2021.
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Viral on TikTok for Lip Product and Soonjung Skin Care Line
Even though the brand has been netting losses, their products still gained a lot of traction on social media, particularly during the pandemic. This includes their Fixing Lip Tint product that went viral within the beauty community.
This was because their Fixing Tint product was known to be transfer-proof or “mask-proof” which proved to be relevant for those such as moi who still like to wear make-up underneath our masks.
@im.seal On my way to get the other shades🏃♀️💨 #etudehouse #liptint #kbeauty ♬ 안녕 Hello – JOY
Besides that, the brand’s Soon Jung skin care line also received attention for being a great product that catered to different skin types.
@deboraliens Reply to @randomgirl1267 these fr cleared up my acne. tag hyram lol @skincarebyhyram #skincareroutine #koreanskincare #etudehouse #acneskin #dryskin ♬ telepatía kali uchis – andrea <3
We wish Etude the best in their journey forward in eCommerce.
Until then, fellow Etude fans can reminisce their window shopping days by going to Etude House’s official website to shop for their latest products instead.
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