If you love the fun, whimsical, and affordable side of K-Beauty, then you're probably already a fan of Etude House. Known for its princess-pink packaging and playful products, it's the go-to brand for anyone who believes makeup should be as fun to look at as it is to apply.
Etude House makes it easy to experiment with trends without a huge investment. But if you're looking to expand your K-Beauty collection with brands that share that same youthful, creative energy, there are plenty of others to explore. From eco-conscious picks to brands with even quirkier packaging, here are 17 similar brands that capture that playful spirit.
Innisfree brings the natural goodness of Jeju Island to its skincare and makeup lines. While it champions eco-friendly practices and clean formulas, it never skimps on fun, offering colorful makeup and playful packaging. Think of it as Etude House’s more nature-loving cousin, you get a similar affordable price point (around $5-$25) and youthful aesthetic, but with a focus on green ingredients.
Shop now at innisfree.com
Tony Moly is arguably the king of quirky packaging. With products shaped like fruits, animals, and cartoon characters, it’s impossible not to smile when using them. They offer everything from lip tints to sheet masks, typically in the $5-$20 range. If you love Etude for its cuteness but want to take it to the next level, Tony Moly leans even further into the whimsical, cartoon-inspired world of K-Beauty.
Shop now at tonymoly.us
Missha is famous for its high-quality formulations, especially the legendary Time Revolution skincare line. While its core branding feels a bit more mature and sophisticated than Etude House, Missha isn’t afraid to have fun. They frequently release playful, limited-edition collections with vibrant designs for their cushion compacts and lip tints, blending serious skincare with a sprinkle of whimsy. Prices generally range from $10-$30.
Shop now at missha.com
The Saem strikes a balance between nature-inspired ingredients and playful, youthful energy. Their products, which are priced accessibly from $5 to $20, often feature vibrant packaging and botanical infusions. It's a great alternative if you like Etude's colorful vibe but also want your beauty routine to feel a bit more grounded in natural ingredients from Korean flora.
Shop now at thesaem.com
A’Pieu is all about creating cute, approachable beauty for a young audience, with most products coming in under $15. The brand is known for its adorable character collaborations and fun textures across skincare and makeup. If you're drawn to Etude’s trendy appeal and playful character themes, A’Pieu is right up your alley, specializing in skincare and makeup essentials that look as fun as they feel.
Shop now at apieu.com
Lioele is for the makeup lover who isn't afraid of a bold look. The brand focuses on bright, colorful cosmetics with creative and eye-catching packaging that encourages experimentation. It shares Etude's youthful, energetic vibe but caters more to dramatic, statement-making makeup with a playful twist.
Shop now at lioele.com
Clio is a must-know K-Beauty brand famous for its high-performance, trendsetting makeup, especially their indestructible eyeliners. While the core collection features sleek, professional packaging, Clio’s limited-edition drops often have colorful, fun designs that attract a similar crowd to Etude's. It’s the perfect brand for when you want Etude’s trendy colors but in a more polished, pro-level formula.
Shop now at clio.co.kr
Famous for its cult-favorite Clean It Zero cleansing balm, Banila Co primarily focuses on skincare that’s both effective and enjoyable to use. Their branding is often colorful and cute, particularly in lines like Dear Hydration. While more skincare-centric than Etude, Banila Co shares that same playful and approachable vibe, making daily routines feel like a treat. Prices typically fall between $10-$25.
Shop now at banilaco.com
Holika Holika is another champion of truly whimsical beauty. With fantasy-themed packaging and cute animal motifs, their products practically beg to be displayed. Most of their offerings are under $15, making it easy to indulge. For fans of Etude’s imaginative collections, Holika Holika is a dream come true, offering fun textures and vibrant colors in equally adorable containers.
Shop now at holikaholika.co.kr
While often showcasing a more minimalist and natural aesthetic, The Face Shop still knows how to have fun. Many of their skincare lines, like the Rice Ceramide collection, come in cheerful packaging. They offer a wide range of products between $5 and $25, appealing to the same budget-conscious beauty lover as Etude, but with a slightly cleaner, more natural vibe.
Shop now at thefaceshop.com
A newer player on the scene, March 2021 focuses on bold colors, trendy products, and interesting textures. From vibrant eyeshadows to playful masks, it embodies the experimental spirit that Etude lovers appreciate. With prices around $8-$20, it's a great brand for trying out more boundary-pushing looks with fun, modern packaging.
Shop now at march2021.kr
Switching gears slightly, Piggy Paint captures Etude’s youthful energy in the world of non-toxic nail polish. Their products are colorful, eco-friendly, and fun for all ages. If you love the cute and playful side of K-Beauty and want to extend that vibe to your nails, Piggy Paint is a fun and safe choice that aligns perfectly with a lighthearted aesthetic.
Shop now at piggypaint.com
Eglips excels at creating trendy, high-pigment makeup at incredibly affordable prices, often between $4-$15. Famous for their lip tints, blushes, and setting powders in cute, attractive packaging, the brand is perfect for stocking up on fun essentials. It shares Etude’s love for vibrant, easy-to-use makeup but often at an even lower price point.
Shop now at eglips.com
Peripera is practically synonymous with lip tints in K-Beauty. The brand is famous for its powerful pigments and adorable, ink-bottle-inspired packaging. It embodies a bold and youthful energy similar to Etude but with a strong focus on lip products that make a statement. With most items between $5-$15, it’s perfect for adding a pop of vibrant, long-lasting color to your look.
Shop now at periperaus.com
Kaja Beauty brings whimsy to the mainstream with its stackable "Beauty Bento" eyeshadows and heart-shaped stamp blushes. Though slightly more premium than Etude (around $15-$30), it shares that same innovative and playful spirit. Kaja is perfect for someone who loves Etude's cute concepts but wants them in a more polished, high-quality formula sold at accessible global retailers.
Shop now at kajabeauty.com
At first glance, Benton appears minimalist, but its focus on eco-conscious formulas and colorful, consumer-friendly packaging makes it feel fun. The brand is known for pairing effective, natural ingredients with a cute presentation that makes skincare feel less like a chore. It shares Etude's approachable feel but channels it into gentle, skin-loving products.
Shop now at bentoncosmetics.com
Laneige is a slightly more upscale brand beloved for its hydration heroes like the Water Sleeping Mask and Lip Sleeping Mask. Their standard packaging is sleek and modern, but they consistently release limited-edition sets with playful designs and fun scents. It’s like Etude's chic older sister - still fun and on-trend, but with a more sophisticated and luxurious feel.
Shop now at laneige.com
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