Etude explains itself through music: like a study piece that eventually turns into a melody, the brand wants people to find their own beauty by playing at it. It calls that Makeup Play, and the star in its logo stands for the same idea — staying faithful to yourself and carving out your own path. Its motto is simply life is sweet. It belongs to Amorepacific and works almost entirely in colour: tints, shadows, things meant to be tried rather than obeyed.
