The first thing that comes to mind when you think of K-Beauty is often the oh-so-cute packaging. Yes, I know, it’s a little bit cliché, and Korean beauty is not only about that but let’s just admit it: Koreans are absolute masters in the creation of irresistible packagings. And the Etude House Glass Tinting Lips-talk lipsticks are a perfect example of this cuteness!
When I went to Seoul, I spent a crazy amount of time in the very kitsch Etude House pink princess’ castle/ flagship store. Usually, I’m not very fond of this kind of aesthetic for a store or anything else (for example, I’ve never been to Disneyland) but I guess the atmosphere in Seoul made me forgot that and, after I left my husband at the entrance (who was horrified by this pink overdose), I went inside this huge K-Beauty makeup kingdom.
Etude House is one of South Korea’s most popular makeup brands and represents this fresh, cute and girlie beauty ideal that they love so much very well, in the land of morning calm.
Etude House is a young, trendy and fun brand. The colors look like popsicles, and the packagings are adorable. Many K-Pop idols are the faces of the brand (girls or boys, in Korea, it doesn’t shock anyone that a boys band endorses a cosmetic brand, on the contrary). And Etude House is not just popular in South Korea, far from it. Like K-Pop and K-dramas (these ultra-popular Korean soap operas), the brand is hugely popular throughout Asia.
It’s part of the huge cosmetic company Amorepacific, the Korean equivalent of L’Oréal or Estée Lauder which includes a very wide range of cosmetics brands in its portfolio: their own brand Amorepacific, but also Laneige, Sulwhasoo, Innisfree, Mamonde, Hera, Primera, Hanyul, Iope, Hope, Auritaum … and even Annick Goutal (a French niche perfume brand).
So yes, clearly, I’m too old to be the target of Etude House, but frankly, I’m not against a little cuteness once in a while, especially when it comes to lipsticks. I think you’re aware by now, I can’t resist lipsticks. So if in addition, the packagings are to die for, it’s not even worth putting up a fight!
So, the first thing that made me lose my head in the Etude House pink princess’ castle was when I saw that you could customize the packaging of your lipstick!
Indeed, you can choose your case among the 20 designs available and then choose your lipstick color and finish (shimmery or matte).
Etude House also offers a service to make your own customized lipstick color in some of their stores (the biggest stores, including the one in Myeongdong), a little bit like the Bite Beauty Lip Lab, but I haven’t tried it because this service was brand new, so their schedule was full and I was also afraid that the communication would be a bit complicated if the employee didn’t speak English very well.
I saw a lot of customised packaging in Seoul. Innisfree does it for their cushion foundation (obviously, I had to buy one! wink ). Overall, I’ve been very impressed so far with Korean cosmetics packaging. They’re usually very beautiful but also very well designed (I need to tell you more about this serum/ampoule with a dropper and a press-on cap allowing you to take the exact amount of product needed for one application, because this kind of detail blows my mind) (yes, I’m slightly fascinated by packagings, can you tell? wink ).
But back to the super cute Etude House Glass Tinting Lips-talk lipsticks! I chose three designs with three different colors (which I had to match with the packaging because I can’t help it lol) and here is my review:
Etude House Glass Tinting Lips-talk lipsticks, presentation:
What the brand says about them:
” Mix&Match cute case designs to your favorite lip swatch
• Vivid colors + moisturizing + plump volume
• A “multi-tasking” lipstick – stops from smudging, moisturizes, keeps color, gives lips shine.
• Made with 4 different oils.
• Created with a glass-like transparent base do give off more vivid colors
• Even when you take the lipstick off, your lips will feel moisturized.
• Has vitamin C to keep lips healthy
How to use:
1) pick your favorite lipstick color and case
2) insert the lipstick into the bottom part of the case until you hear a click.”
Clearly, the packaging is everything with this lipstick! I took a picture of all the different designs of cases in my post Shopping Beauty in Seoul if you want to take a look and believe me, I would have easily bought every single one of them! smile
Regarding the actual lipstick you can put in the case, you can choose between a matte and a shimmery finish. I wanted sheer bright colors, so I chose the latter which also seemed more comfortable. The formula of the shimmery finish is very creamy. It’s also formulated with nourishing oils (including squalane oil) to provide more comfort on the lips.
Clearly, they’re ‘easy to wear’ lipsticks, for every day and with a rather sheer color result, perfect for young girls (I think they’re the main target!).
You can wear the colors on their own or combine them for a “gradient lip” effect, very popular in Korea.
Indeed, they love the “bitten lip” or “I just finished eating a handful of blueberries” effect, with a brighter color inside and a lighter color on the outside of the lips. I’ve already come across another version of the gradient lip (or “ombré lip”), which was the opposite: a dark or bright color outside and a light color in the middle of the lips to give more volume. But in Korea, the desired effect is this fresh and juvenile, almost childish effect, like a young girl who ate too many raspberries. The vision of feminine beauty is clearly very different from one country to another! wink
There are 20 different case designs, 20 color choices in the shimmery finish and 10 in the matte one. The lip cases are sold individually around $4 to $5 and the lipsticks tubes to insert are around $7 to $8. So it’s a lipstick with a customized packaging at a very affordable price (about $11 to $13).
Etude House Glass Tinting Lips-talk lipsticks, my test and thoughts:
The main attraction of this product! They’re all cute and super fun. They are clearly designed to be posted on Instagram wink
They are very pop-culture inspired with their logos which look like they’re printed for 90s T-shirts. You can totally mix the designs between themselves, reversing the caps if you feel creative. This packaging is made to be seen and especially shown. Personally, I really want to collect them all! ^^
– Texture and feeling on the lips:
The texture is very soft when you apply it, and it slides perfectly on the lips. It’s more of a gel texture than a cream. It’s rather comfortable when you apply it. However, I didn’t find them especially moisturizing in the long run. As soon as the product fades from the lips, it even feels a little drying. The moisturizing effect is quite temporary, such a shame…
It’s a nice shimmery finish, very luminous. They contain very fine iridescent particles, but they’re not chunky glitter, it’s very subtle.
A scent/taste very slightly fruity, rather sweet. But you barely feel it, it’s really not overpowering.
– Pigmentation and opacity:
A semi-sheer finish, which can be intensified if you layer it but it’s still quite natural. Especially with this kind of very bright colors, I really like it! It makes them easier to wear. smile
– Color range:
In the finish I chose, the color range is 20 bright and juicy shades, like beautiful popsicles. These are perfect colors to give radiance to the complexion!
I chose a soft orange-brown, the BR401, a neon pink, the PK003 and a bright red, the RD301.
The application is rather easy because the tip of the lipstick is quite thin. But anyway, since the color is quite sheer, if you overdraw a little, it doesn’t really matter wink
– Lasting power:
It doesn’t last very well on the lips, you need to touch up every two hours, a bit like a tinted lip balm. I admit that it doesn’t bother me to take out this nice lipstick of my bag to do my touch up because it doesn’t go unnoticed and this packaging is a true conversation starter smile
– Value for money:
For a price tag around $11 to $13, I find the value for money quite decent, not to mention its value for cuteness ratio! wink
Etude House Glass Tinting Lips-talk lipsticks, the colors:
– BR401 Ruffled Dress Brown:
A very nice burnish orange, almost like a caramel shade, perfect for autumnal makeup looks. It’s very easy to wear for every day.
– PK003 Romantic Fill Pink:
A bright red-pink, almost neon, very summery. As it is semi-sheer, it’s much easier to wear than the color of the tube suggests. This is typically the kind of shades I love to wear during spring and summer.
– RD301 Airport Look Red:
A pretty warm red, slightly orange. The kind of red that really brightens a face. And since it is semi-sheer, it’s very easy to wear.
Finally, here are the swatches:
And this is how they look on me:
– BR401 Ruffled Dress Brown:
– PK003 Romantic Fill Pink:
– RD301 Airport Look Red:
These lipsticks are probably the most adorable of my collection. Probably not the best formula, to be honest, but I forgive them thanks to their cute packaging! wink
The Etude House Glass Tinting Lips-talk lipsticks, as well as their customized cases, are available on the w2beauty online store that delivers worldwide. It’s an American K-Beauty e-shop, however everything comes directly from South Korea, so it takes a few weeks to receive your package. But on the other hand, the delivery is free starting from a $60 order, wherever you are in the world.
And you, have you tried any lipsticks from Etude House? Are you tempted by this kind of packaging or you find it too childish?
Photo credit: bonnie-garner.com