Etude House, which debuted a KitKat collaboration that features two eye shadow palettes inspired by the candy bar, will sell the shade sets in the US on etudehouse.com. Named Play Color Eyes KitKat, the sets include six "crispy and sweet colors," which are packaged in two different cases โ one red, called the Original, and one white and pink, called Strawberry Tiramisu.
Each palette is sold with a KitKat-logo makeup bag and a candy bar. Both are available at etudehouse.com for $24 each. The launch was first announced by Trendmood on Instagram. The Original palette includes a matte beige, a rich matte tan, a medium brown with gold shimmer, a matte chocolate brown, a shimmering gold, and a shimmering red, while the Strawberry Tiramisu palette includes a matte cream, a shimmery peach, a shimmery pink, a matte brown, a shimmer brown, and a matte golden brown.
Etude House, a South Korean cosmetics brand owned by Amore Pacific, was founded in 1966. As of 2018, there are 231 Etude House stores in Southeast Asia and the Middle East. In 2018, the members of Red Velvet, a South Korean girl group, became Etude House models.
Etude House also showcases a Happy With Piglet Collection, a limited-edition line inspired by Disney's Winnie the Pooh. The collection includes 10 mix and match highly pigmented shades, each featuring a different character from the film, as well as a Jelly Mouse Blusher, a face Liquid Blur and a Color in Liquid Lips Air Mousse.
Etude House is part of the K-Beauty trend, which refers to skin-care products that originate in South Korea. The trend, which has gained popularity worldwide, especially in Asia and the US, includes products that use ingredients like snail slime, morphing masks, bee venom, moisturizing starfish extract, and pig collagen.
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Cosmetics in Korea date back to the time of the ancient Korean Empire when lotions were extracted from plants, including gourd stems, castor, camellia, safflower, apricot and peach oils. Also a powder called 'mibun' or 'baekbun' was made from ground rice and millet blended with water or oil. Plant ash was also used as eyebrow ink in shades of black, blue, and dark brown.
