“Welcome, Princess!” Etude House, the Brand That Fluttered Our Hearts Back Then
Hello everyone! It’s your beauty bestie, Mina. 💖 Today’s topic is a real ‘trip down memory lane.’ It’s about the models of Etude House, a brand that can’t be left out when talking about the history of K-beauty. Honestly, among those born in the 90s and 00s, is there anyone who hasn’t hesitated in front of an Etude store? That pink palace-like interior and the unconventional greeting “Welcome, Princess!”… It’s a bit embarrassing to think about now, but I don’t know why it felt so heart-fluttering back then.
Etude wasn’t just a place that sold cosmetics; it was a space that planted the fantasy that every girl could become a princess. And it was Etude’s ‘muses’ who completed that fantasy. Recently, models who perfectly suited the Etude vibe have become a hot topic again on the online community Instiz. Even looking at them now in 2026, they don’t look dated at all; instead, they fit perfectly with the current ‘Y2K’ trend. Let’s summon those princesses one by one. Trust me and follow along!
1. The Beginning of the Etude Pink Myth, Song Hye-kyo (2001 ~ 2006)
The first person to mention is, of course, the ‘original princess’ Song Hye-kyo. Actually, younger friends might not know that Song Hye-kyo was an Etude model. But in the early 2000s, she was the top contributor to establishing Etude’s identity. At that time, Etude’s slogan was “I wanna be sweet,” which matched Song Hye-kyo’s fresh and lively image perfectly. It was a different, popping charm from her current elegant and alluring image.
In the commercials back then, Song Hye-kyo appeared like a doll putting on makeup in a pink room, which shook the hearts of all schoolgirls nationwide. I remember out-of-stock frenzies happening every time items like the early version of ‘Dear Darling Tint’ or ‘Peach Water’ shone on her lips. Active as a model for over 5 years since 2001, she perfectly imprinted the formula Etude = Pink = Princess.
“Do kids these days know Song Hye-kyo was an Etude model? She was the definition of freshness. I remember saving my allowance to buy the lip gloss she wore back then.” – Instiz User A
2. A Living Doll Itself, Go Ara (2006 ~ 2008)
The model who took over the baton from Song Hye-kyo was Go Ara. In 2006, Go Ara was gaining huge popularity through the drama ‘Sharp,’ and with her uniquely mysterious brown eyes and doll-like features, she was called a ‘living doll.’ Through Go Ara, Etude showcased a trendier and more glamorous ‘doll princess’ concept. From this point, Etude’s color makeup products began to get bolder.
The Etude era of Go Ara I remember was the height of glamour. I remember mascara ads emphasizing eyelashes or shadow ads full of sparkling pearls. I think Go Ara was the model who best expressed Etude’s ‘Dollyish’ charm. I’m sure I wasn’t the only one looking at the life-size cutout of Go Ara at the store entrance and thinking, “How would it feel to look like that?” Honestly, I think Go Ara’s peak days and Etude’s golden age perfectly overlapped.
3. Sulli, Who Created the Term ‘Human Peach’ (2013 ~ 2014)
Here she is. Sulli, one of the most iconic models in Etude’s history. I can’t forget the shock when Sulli was selected as an Etude model in 2013. Sulli was the pinnacle of the ‘sweetness’ that Etude pursued. With her fair skin, rosy cheeks, and bright smile… it’s no exaggeration to say that the term ‘Human Peach’ began to be widely used thanks to Sulli.
Especially the ‘Sweet Recipe’ collection is a legend even now. Cute packages like ice cream-shaped lipsticks or cupcake-shaped shadows met Sulli’s lovely image and created an explosion of synergy. Working with Krystal at the time, the ‘Sul-Soo-Jung’ duo elevated Etude to a hip brand. It wasn’t just cute; it built a ‘wannabe’ image people wanted to follow. Among the products I used myself, the tint pact advertised by Sulli was a real life-item.
“Sulli’s Etude pictorials are truly the legend of legends. Isn’t she the origin of peach makeup? I don’t think anyone can match that unique soft atmosphere.” – Instiz User B
4. Clear and Clean New Generation, Kim Do-ah (2019 ~ )
The last model to introduce is Kim Do-ah, who has been active as the face of Etude since 2019. Do-ah, who received much love with the nickname ‘Kim Cherry’ on Produce 48, showed Etude’s new direction well. It felt like an ‘Ice Princess’ or ‘Clear Princess’—a modern reinterpretation of the existing princess concept. Clean and clear watercolor-like makeup suited Do-ah perfectly rather than excessive pink.
Do-ah’s selection as a model is also evidence that Etude worked hard to target the tastes of the MZ generation. Because her features are so distinct and clear, she played a huge role in promoting daily shadow palettes like Etude’s ‘Play Color Eyes’ series. Honestly, I think thanks to Do-ah, Etude was able to establish itself as a sophisticated brand even in drugstores like Olive Young. The pictorials emphasizing clear, glowing skin and cherry-like lips still stimulate the desire to buy.
What It Means to Become an Etude Model
Becoming a model for Etude House meant more than just a simple advertising contract. It was like a ‘gateway to stardom’ that only the best rising stars of the time could pass through. From Song Hye-kyo to Go Ara, Park Shin-hye, Sulli, Krystal, and Kim Do-ah… looking at the list of Etude muses, you can see the trends of the Korean entertainment industry. The brand’s vivid colors and the model’s personality met to create an ‘aesthetic.’
Of course, Etude’s concept has changed a lot over time. The entire store isn’t covered in pink ribbons like before, and staff rarely call customers “Princess” anymore. However, I think the reason we were enthusiastic about Etude back then wasn’t just because the cosmetics were good, but because of the special ‘feeling’ that space gave. Even as an adult now, seeing pink eyeshadow occasionally makes my heart feel soft—isn’t that because of the gift-like memories those princesses gave us?
Mina’s Word: Who is your ‘favorite’ princess?
We’ve looked through Etude’s legendary models today. Which era of Etude do you remember the most? Personally, I can’t forget Sulli’s ‘Human Peach’ era. The peach-scented hand cream and tint I bought then were my entire adolescence. Sometimes I miss that childish yet lovely sensibility.
They say minimalism is the trend these days, but I wish there were more brands like Etude that make us dream with a clear concept. If you have any Etude items or models in your memories, please let me know in the comments! Let’s travel down memory lane together while chatting. I’ll be back with more interesting and honest beauty stories next time. Bye! 💖
“Seriously, Etude’s eye for picking models is national treasure level. They perfectly bring in only the prettiest and freshest girls of each era.” – Instiz User C
