ETUDE Celebrates 15 Years in Japan with Limited Offline House Collection Makeup Line

Korean cosmetics brand ETUDE will release the limited offline makeup series “House Collection” to commemorate its 15th anniversary in Japan. The collection is filled with the lovely, dreamy mood of a girl’s fantasy and evokes the world of ETUDE HOUSE. The lineup includes limited shades of “My Sweet Palette,” an eyeshadow palette designed to make everyday makeup sweeter and more fun, as well as “Curl Fix Mascara,” which has held the No.1 popularity ranking in Korea for curl-type mascara for 10 consecutive years. The mascara returns in a nostalgic limited design inspired by the princess aesthetic of the past. ETUDE will also add cute limited colors to “Soft Fixing Tint” and “Ginger Sugar Color Lip Serum,” offering a colorful makeup experience unique to the brand. Fifteen years after entering Japan, ETUDE once again promises to remain a brand that stays close to its customers, even as times change. May ETUDE always be there whenever you feel the desire to become cuter. Welcome, princess. “My Sweet Palette” will be available in 01 Princess Mood, 06 Welcome, Princess, and 07 Welcome Home, Princess. Each palette is priced at 2,750 yen including tax, contains 7g, and will roll out from June 3, 2026 at variety stores and drugstores across Japan, excluding some locations. Built around ETUDE’s signature pink tones, the palette can create looks ranging from cute and glamorous to soft and delicate. It features smooth, lightweight color payoff, includes matte, matte glitter, and shimmer textures, and can be used not only as eyeshadow but also for brows, shading, cheek color, face color, and highlighting. “Curl Fix Mascara Black House Collection Limited” is priced at 1,650 yen including tax and contains 8g. It will also launch sequentially from June 3, 2026. The limited brush-handle design evokes ETUDE HOUSE, while the densely packed brush separates each lash without clumping to create idol-like lash definition. The mascara keeps lashes curled upward for 24 hours and uses a waterproof formula that resists tears, sweat, and sebum. “Soft Fixing Tint 18 Romantic Princess” is priced at 1,650 yen including tax and contains 4g. The limited muted pink shade gives a soft, delicate sweetness. Its creamy texture glides onto the lips, fits closely, makes vertical lip lines less noticeable, and creates a plump, smooth, soufflé-like lip look with long-lasting color adhesion. “Ginger Sugar Color Lip Serum 08 Pink Frill” is priced at 1,430 yen including tax and contains 13g. This daytime lip serum comes in a classic pink shade that suits a wide range of skin tones and adds a natural flush while caring for dry, easily chapped lips. Formulated with moisturizing ingredients including ginger root extract, erythritol, and shea butter, it delivers a glossy, plump, hydrated finish. To celebrate the launch, ETUDE will hold events where customers can fully enjoy the lovely world of House Collection. A POP UP EVENT will take place at the Shibuya Loft 2F beauty and health goods floor popup event space from June 12 to June 25, open from 11:00 to 21:00. A special display will also be held at Ainz & Tulpe Shinjuku East Exit store from June 12 to June 18, open from 10:00 to 22:00. Official online shop: https://etude.jp/ Official Instagram: etudejapa Official X: @etudejapa Official Facebook: http://www.facebook.com/etudejapa