South Korean brand Etude House has opened its first shop in the Middle East.

If sheet masks are your jam, and you’re never far from a cushion foundation, then we have very good news for you.

One of South Korea’s most iconic beauty brands has just opened its first store in the Middle East.

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Etude House has a brand-new shop in The Dubai Mall, and judging by the photos, it’s bulging with everything from skincare to shelves and shelves of makeup.


etude house

The brand, which was born in 1985, has 229 stores under its belt, and is also set to open a Kuwait boutique in The Avenues at the end of this month.

Etude House has risen to fame in the last 30 years thanks to its affordable but effective line of products (we can personally vouch for its Therapy Air Sheet Masks and foaming cleansers).

Beauty lovers can also find BB creams, brow pencils, collagen creams and lip tints among the brand’s best-selling products, all complete in typically cute K-beauty packaging.

Brands from the region have experienced massive growth in recent years, with a feature published by reporting that sales from the region’s beauty market is estimated to exceed US$150 billion (Dhs551 billion) this year, while Asia’s leading beauty brands are expected to account for 80 per cent of global cosmetics revenue gain by 2019.

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We have a feeling that’s roughly what we’ll spend in the Etude House store this weekend…

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Images: Supplied