Etude House Cosmetics in Shinjuku

Playful Make-up Made in Korea & Sold in Japan!

By Jessica A Paje    - 4 min read

For all of the budding make-up artists, it’s your time to be a princess! The playful Korean cosmetic line, Etude House, is a sure hit among women worldwide and in Japan. Based on the thousands of rave reviews and YouTube tutorials on the make-up line, I just had to check it out for myself. Besides, I am always wondering how these beautiful Japanese women keep their skin bright, blemish-free and youthful. Practically speaking it’s a likely combination of a healthy diet, exercise and protection from the sun. Nonetheless, I’m still convinced it might be the next best thing for me.

From what I gather online, there are several Etude House locations or shops that offer these cosmetics in the Kanagawa region: Haneda Airport, Yokohama, Harajuku & Shinjuku (if you can read Japanese, you can also order products through their website). Since I was already in Shinjuku after I hopped off a sightseeing tour on the Hop Line route, I decided to visit the store located at Lumine EST. Do not get this confused with the Lumine 1 or Lumine 2 buildings. Lumine EST is adjacent to JR Shinjuku Station and Etude House is located on the North end of the 2nd Floor.

As a woman well beyond her twenties, I walked in with an open mind. My immediate impression was "Kawaii" (cute)! As stated on the website, the shop resembled a dollhouse with trinkets and various stations to test the cosmetics. With stars, hearts and dreams throughout, all I was missing was a tiara and a magical wand; the shop is so charming. I noticed the customers appeared to range in age from school age to senior citizen. This is due to having a vast product line for troubled or aged skin types, hair, body and nails. And complimentary shades that one could wear day-to-day or a few dramatic colors for the evening.

Have you heard of BB Cream (Blemish Balm cream)? It’s like a 6-in-1: moisturizer, primer, sunscreen, skin treatment, concealer, and foundation. So, why not grab one for ¥1,500; this is what Etude house is globally known for and is available in five different shades. After making my way to the other side of the shop, I found another sign that read “Best Seller #1.” So, I stood there trying to figure out what it was. Most of the directions are printed both in Korean and in English. Luckily, I also had the assistance from a lovely staff member and she explained it was a nighttime moisturizer. Perfect! Let me give it a try and see if it helps during the harsh, dry winter months.

Don’t be alarmed by the life-size posters of the K-Pop male group SHINee. They became the Etude House Models in 2011 and actually, their faces look as smooth as a baby’s bottom. I wonder if they actually use any of these cosmetics?

In summary, I would highly recommend a visit to Etude House if you happen to be near. If their products are not for you, I’m sure they’d do great as stocking stuffers for the holiday season or gifts for the special women in your life since they are very affordable cosmetics. Have fun and let me know what you bought! Or, if you have time, join the crowd and create your unique video blog online! Thousands are waiting to hear from you.

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Jessica A Paje

Jessica A Paje @jessica.paje

Originally from San Diego, California, I lived in Yokosuka, Japan, for 5 years. In 2010, I arrived with a new outlook on my future. Mainly, to refocus on family and let my curiosities take us to places we’ve only dreamt of. Along the way, we’d hopefully develop new friendships and simply collect memories to last a lifetime. Then, there was the Tohoku earthquake and tsunami on March 11, 2011. I will never forget that experience and the devastating effects it had on the entire country. I asked the community, “What can I do to help?” Collecting, sorting, and packing donations, was the least I could do. I also went to California for 1 month, raised a monetary donation for Red Cross, and secured phone interviews to help spread the word on how others from the USA could assist. I was determined to show my family, friends, and folks across the world that it would be okay to return to Japan. I wanted them to know that the little things that make up this beautiful country still existed. What better way than to use a platform such as Japan Travel to share photos and stories full of life, history, and culture. It is a pleasure to say I have contributed more than 150 articles to a database that now collectively holds more than 15,000! This journey has not only allowed me to realize my initial goals, but I’d like to think that it has somehow played a role in sparking an interest locally and across the globe for others to experience all that is published here and more. I invite you to also share your wonderful stories, offer comments, and ask questions right here. Feel free to contact me at Safe travels! ٩( ๑╹ ꇴ╹)۶

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Susan Kuang 4 years ago
FYI the location of the store is now on the second floor close to Starbucks. I was panicking when I went there and couldn't find the store! There is also a store by Harajuku station on Takeshita Street!
Jessica A Paje Author 4 years ago
Thank you so much, Susan! I have also updated my article to reflect that. I hope you had fun shopping for cosmetics! :-)
Carol Akiyama 5 years ago
Thank you for the definition of BB cream. I went into a shop in Korean town and the lady mentioned it. I had no idea what it was and was too nervous to ask... It sounds like a great place to take my teenage daughter!