If you have even a passing interest in K-beauty, you've probably fallen for the charms of Etude House. With its irresistibly cute packaging, trend-setting formulas, and budget-friendly prices, it's the perfect entry point into the world of glowing, radiant skin and playful makeup.
For those who love Etude House's fun vibe and focus on creating that dewy, fresh-faced finish, there are so many other amazing Korean brands to explore. Here are 19 brands like Etude House that are perfect for getting your glow on.
Innisfree is like Etude House’s earthy, eco-conscious sister. They serve up an incredible range of skincare and makeup packed with natural ingredients from Korea’s Jeju Island, like green tea and volcanic clay. Their products are designed to give you healthy, glowing skin with lightweight formulas that feel amazing.
Prices are super affordable, mostly between $5 and $25. While Etude House is all about playful, princess-y vibes, Innisfree has a more natural, clean aesthetic. If you're looking for that K-beauty glow but want a focus on sustainable and natural ingredients, this is your brand. Don't skip their dewy cushion foundations!
Shop now at www.innisfree.com
Missha is famous for delivering high-performance products that feel much more expensive than they are, with a special focus on skincare-infused makeup. Their iconic BB creams are a must-try for evening out your skin tone while giving you a radiant finish that looks polished, not heavy.
With most products in the $8 to $25 range, Missha is incredibly accessible. Compared to Etude House, their vibe is a little more grown-up and efficacy-focused, but they still deliver on the cute packaging and trendy formulas you love.
Shop now at www.missha.com
The Face Shop is another brand that champions natural ingredients to help you achieve a fresh, dewy complexion. They offer everything from cushion foundations and skincare to illuminating highlighters, almost everything priced between $6 and $20. It's a go-to for building a clean beauty routine on a budget.
Their style is similar to Etude House in terms of affordability and aiming for that luminous skin goal, but The Face Shop's aesthetic is more minimalist and nature-inspired. It's perfect for anyone who wants effective, glowing results with a clean and simple approach.
Shop now at www.thefaceshop.com
If you love a vibrant, bold makeup look, Clio is your brand. They are renowned for their professional-quality formulas that last all day, especially their legendary eyeliners and vibrant lip products. While slightly pricier than Etude House at $10-$30, the performance is incredible.
Clio's version of "glowing skin" often comes with a bit more edge and drama. If Etude House is sweet and playful, Clio is the cool, confident older sibling who knows how to make a statement. Their Kill Cover foundation line is amazing for a flawless, radiant base.
Shop now at www.clio.co.kr
No one does whimsy quite like Tony Moly. Famous for packaging shaped like everything from pandas to bananas, this brand proves that effective skincare and makeup can also be incredibly fun. Their collection includes dewy foundations, glowy blushes, and hydrating primers, mostly in the $5-$20 range.
They share Etude House's love for playful branding but take it to a whole new level of quirkiness. If the packaging alone doesn't win you over, the skin-loving ingredients inside certainly will, making it easy to achieve a fresh, glowing look.
Shop now at www.tonymoly.us
You probably know Banila Co for their holy-grail cleansing balm, but their makeup is just as fantastic for achieving glowy skin. Their products, which usually cost between $10 and $25, focus on creating a stunning skin-like finish with lightweight formulas. Think hydrating primers and luminous setting powders.
Banila Co has a slightly more skincare-centric approach than Etude House, focusing on creating a healthy canvas first. The vibe is cute and modern, perfect for anyone who wants their makeup to look incredibly natural and radiant.
Shop now at www.banilaco.com
Holika Holika is another master of fun, enchanting packaging paired with seriously good formulas that enhance your skin's radiance. You'll find luminous foundations, glossy lip products, and skincare packed with hydrating ingredients like aloe vera, with most items priced under $15.
The brand feels very similar to Etude House with its playful and colorful energy, but they often lean more into natural, soothing ingredients. It’s perfect for getting that bright, dewy look while giving your skin some extra love.
Shop now at www.holikaholika.co.kr
A true hidden gem, Lioele specializes in makeup formulated specifically to give you a luminous, dewy finish. They are famous for their BB creams, which give beautiful coverage while making your skin look incredibly fresh and glowy. Blushes and highlighters are also key products in their lineup.
Products usually run from $10 to $25, putting them right in a similar affordable category as Etude House. If your main goal is achieving that quintessential fresh and radiant K-beauty finish, Lioele is a fantastic brand to check out.
Shop now at www.lioele.com
Just like the name suggests, Skinfood creates products using nourishing food-derived ingredients. Think sugar, honey, and avocado! They sell moisturizing BB creams, illuminating highlighters, and skincare designed to give you a healthy, 'good-from-within' radiance. Price points mostly range from $8 to $20.
While Etude House's branding is about playful fantasy, Skinfood's whole vibe is centered on natural nourishment. If you love the idea of "feeding" your skin with wholesome ingredients while still getting that dewy glow, Skinfood is perfect.
Shop now at www.skinfoodworld.com
Brought to you by the same parent company as Clio, Peripera is all about vibrant, playful, and incredibly trendy makeup - at pocket-money prices! They are famous for their iconic Ink Velvet lip tints and cheery blushes, most of which are under $10. These products are perfect for a fresh, youthful, and glowing look.
Peripera shares Etude House’s appeal to a younger market but often with a bolder, more daring splash of color. If you want high-impact pigment in fun packaging (without draining your wallet), this is your brand.
Shop now at www.peripera.co.kr
Laneige takes "glowing skin" to a new level with its focus on deep hydration. While at a higher price point ($20-$40), their expertise is in making skin look plump, dewy, and luminous from the inside out. Their Glowy Makeup Serum and cushion foundations are iconic for creating an unparalleled radiant finish.
Compared to Etude House, Laneige is more sophisticated and skincare-driven. It's the perfect brand to explore when you're ready to invest a bit more in achieving that next-level, water-drenched glow.
Shop now at www.laneige.com
Think of A’PIEU as the sweet, girl-next-door of K-beauty. Their products are affordable, reliable, and designed for a natural, luminous look. With most items costing less than $15, you can easily stock up on their hydrating BB creams, sheer blushes, and juicy lip tints.
A’PIEU shares Etude House’s youthful, fun energy, but with a strong emphasis on gentle, skin-friendly ingredients. It’s perfect for sensitive skin types or anyone who wants that fresh-faced glow without any fuss.
Shop now at www.apieu.com
For those obsessed with achieving that "glass skin" look, Lemotion is a must-try. This under-the-radar brand focuses specifically on dewy makeup that creates a transparent, light-reflecting finish. Their foundations and highlighters are designed to make you look like you have an inner spotlight on your skin.
Pricing is usually around $10-$20. While Etude House is all about playful color, Lemotion provides that same glowy goal but with a minimalist, sleek aesthetic. A great pick if you want your skin to be the star.
Shop now at www.lemon.co.kr
The Saem uses natural, plant-based ingredients from around the world to create makeup and skincare built for hydration and luminosity. You can find everything from glowy BB creams to perfecting concealers, with prices typically between $8 and $20.
It shares Etude House's approachable, fresh aesthetic but distinguishes itself with a stronger focus on the benefits of its natural ingredients. If a naturally radiant look powered by botanical extracts sounds appealing, you'll love exploring The Saem.
Shop now at www.thesaem.com
Created by one of Korea's most legendary makeup artists, Jung Saem Mool is all about enhancing your natural beauty. Her products, including skin-perfecting foundations and subtle highlighters, deliver a sophisticated, lit-from-within glow.
At a much higher price point ($20-$50), this brand offers a luxurious upgrade from Etude House. If you're willing to invest in makeup that creates a truly seamless, professionally-done "glass skin" effect, this is the ultimate destination.
Shop now at jungsaemmool.com
Romand nails the chic, trendy K-beauty aesthetic. They’re wildly popular for their collection of makeup that delivers glossy, juicy, and dewy finishes, especially their Glasting Water Tints and see-through blushes. Prices are very affordable, with most products sitting under $15.
Romand captures a youthful, fashion-forward energy similar to Etude House, but with a moodier, more edited color palette. It's the go-to for effortless, on-trend looks that make you look instantly put together and glowy.
Shop now at romand.co.kr
As the makeup line of Korean fashion giant Stylenanda, 3CE is the essence of cool. They offer high-quality, on-trend makeup, including luminous foundations and shimmery eye pigments, that always feels fashionable. Their price point is a bit higher, usually $15 to $35.
They share Etude House’s knack for trendy products, but 3CE targets a slightly more mature, style-conscious audience. If you want that Korean glow with a sophisticated, fashion-editor twist, 3CE is the perfect fit.
Shop now at www.3ce.com
Famed for its aloe vera gel, Nature Republic focuses on using natural ingredients from across the globe to promote healthy skin. Their makeup line follows the same philosophy, offering things like hydrating BB creams and illuminating primers that give you a fresh, vibrant glow.
With most products under $15, they are super budget-friendly. Much like Etude House, they have a youthful and vibrant feel, but with a clear focus on the benefits of natural beauty and skin health.
Shop now at www.naturerepublic.com
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