After a change in management, Etude House has seen a resurgence in Singapore. Nowhere is this more prominent than at their flagship store which celebrates its first anniversary this year.
Located at Wisma Atria, the boutique is designed to look like a ‘Princess Palace’, a grander extension of the brand’s concept of ‘Princess House’.
With fairy-tale accents like a pink pumpkin cosmetics carriage and countless curlicue-d corners, the inspiration is undeniable.
More photos of the décor can be found here.
Though the store might come across as très treacly, all that prettified pink belies some serious beauty products: As in the past, their eyeshadow palettes continue to impress, as do their lip tints and multi-purpose pencils…all with good price points. It’s true that Etude House is cheaper in South Korea but Singapore prices are considered low, compared to those of other brands (Korean or otherwise).
To celebrate the event, celebrity makeup artist Clarence Lee demonstrated a couple of looks using a clutch of popular Etude House products including the BB cushions and lip tints.
He offered several wise makeup tips at the same time: The top one, in my opinion, was not to be over-zealous in pursuit of the straight Korean brows that are all the rage now. According to him, not everyone has that slim jawline Korean ladies have (surgically shaved or otherwise), which works with the broad brow look. Without this feature, such brows actually create imbalance, thus it’s disconcerting to see this look on some women.
I hear that Clarence will be collaborating more often with the brand, so do look out for his demos and the like; it’s always a treat watching his hypnotic movements in action, not to mention learning more about his helpful makeup techniques.
The Etude House Wisma Atria boutique is located at B1-20/21/22, near the passageway that links Orchard MRT station to the shopping mall.
