Swooping down into Vivocity, K-Beauty makeup brand, Etude House, brings a touch of fantasy to the sprawling mall with a new store to add to its growing list of boutiques. Catering to unashamed princesses (innocent or wicked – we won’t judge), the pink-and-white makeup haven reminisces on childhood dollhouses in its whimsical d├ęcor, while offering a wonderland of beauty products to have you looking the fairest of them all.



In addition to housing a social media wall – an interactive platform that allows visitors to turn themselves into fantastical characters and share it straight to social media channels – the immersive fairytale space also offers the first ever Etude House Nail Parlour, where customers can buff their cuticles with a mani-pedi pamper before taking the hand of Prince Charming. Even cash can be exchanged for precious pink coins, which may also be used to score hidden treasures in the Sweet Catcher Machine.



To celebrate the launch of its latest boutique, the Korean cosmetics brand has released a limited edition Dreaming Swan collection. Inspired by the twirling beauty of Swan Lake’s ballerinas, the range of eye, cheek, lip and nail beautifiers are adorned in the fanciful illustrations of international fashion designer, Kerrie Hess. Choreographed by soft pastel hues and plenty of pink, the collection includes five smooth, chiffon Dear My Blooming Lips-Talk lipsticks, a transparent blurring effect Veiling Pack with a decorated Pact Brush to match, and five eye shadow and blusher combos for seductive lips and doll-like cheeks. For days when you’re feeling like an ugly duckling, these collectible beauts will imbue you with the grace of a swan and the beauty of a princess.



Available at all Etude House boutiques, including #B1-03 Vivocity. 


Text Trent Davis

Images Etude House