ETUDE Celebrates 15th Anniversary in Japan with Archive POPUP 'ETUDE House Collection' at Shibuya LOFT!

*Image is for illustration purposes only.

Korean cosmetics brand "ETUDE" will hold the 'ETUDE House Collection POPUP EVENT' at the Shibuya LOFT 2nd floor Beauty & Health Goods Floor POPUP Store Event Space (21-1 Udagawa-cho, Shibuya-ku, Tokyo) from Friday, June 12, 2026 to Thursday, June 25, 2026, to commemorate its 15th anniversary in Japan.

To deliver the makeup play that ETUDE has always offered to many customers anew on the occasion of the 15th anniversary, we are preparing the unveiling of new items, the release of popular items, and a wealth of content that can only be experienced here.

Also available at the venue, the House Collection is a makeup item filled with the sweet dreams of a lovely girl reminiscent of the ETUDE House. The limited color of the eyeshadow "My Sweet Palette" that makes daily makeup fun with sweet colors, and the "Curl Fix Mascara" also make a new appearance with a limited princess-inspired design. Sweeten your daily makeup.

During the event period, visitors will enjoy the distribution of a princess certificate, introduction of makeup recipes for each princess type using new products, and commemorative photos at a photogenic photo space. We also have purchaser-only benefits, touch & try, and SNS campaigns.

Please come and visit us. We look forward to your visit.

POPUP Limited Event

Visitor Benefits

・Princess Certificate Distribution

Everyone becomes a beloved princess! ETUDE identifies and certifies your princess level and type.

Touch & try at the venue through makeup recipes for each type.

・Princess Dress-up Photo

Dress up as a princess at the cute dresser lined with ETUDE products and take photos.

Also, a campaign will be held for those who post with designated hashtags to win a luxurious prize later.

<Follow & Post Campaign>

Details:

1. Follow ETUDE Japan official Instagram or X (@etudejapan) at the event venue

2. Post with tagging ETUDE Japan official account and "#ETUDE" "#ShibuyaLOFT"

① Gift for all who posted

Benefit: Base makeup sachet sample set

Details:

・All Day Glass Skin BB Cream 1mL (sample)

・Nymph Dewy Base Prep 1mL (sample)

② Lucky draw among those who posted

Benefit: Luxury prize set

Period: Friday, June 12, 2026 – Thursday, June 25, 2026

Number of winners: 10

Winner announcement: Wednesday, July 1, 2026

*Product colors cannot be selected.

*Winners will be contacted via DM from @etudejapan.

Purchase Benefits

During the event period, we have wonderful gifts for those who purchase ETUDE products.

① Original shopper bag for ETUDE product purchase

Target: All purchasers

② Various original stickers for target product purchase

Target products:

・Water Drop Filter Cushion

・My Sweet Palette

*All benefits are limited in quantity (while supplies last).

*One per transaction. Please show your receipt to POPUP venue staff after purchase.

*Benefits are subject to change without notice.

*All images are for illustration purposes only.

③ Capsule Toy Challenge

Customers who purchase either Curl Fix Mascara Black House Collection Limited or Curl Fix Mascara Long Lash Black at the event venue or at the Shibuya LOFT selling floor can challenge the capsule toy once by bringing their receipt to the POPUP venue during the period.

Furthermore, customers who purchase 2,000 yen (tax included) or more can challenge an additional time.

*Maximum 2 challenges per transaction. Please show your receipt to event venue staff after purchase.

*Multiple receipts cannot be combined.

Event Overview

Name: ETUDE House Collection

Period: Friday, June 12, 2026 – Thursday, June 25, 2026

Time: 11:00 – 21:00 (subject to facility operating hours)

Location: Shibuya LOFT 2nd Floor Beauty & Health Goods Floor POPUP Store Event Space

Address: 21-1 Udagawa-cho, Shibuya-ku, Tokyo

Official Instagram

https://www.instagram.com/etudejapan/

Official X

https://x.com/etudejapan/

Inquiries about POPUP Event

0120-929-744 Reception hours: 9:00 – 18:00 (excluding weekends and holidays)

Official online shop https://etude.jp/

Official Instagram etudejapan

Official X @etudejapan

Official Facebook http://www.facebook.com/etudejapan