Ubiquitous K-beauty brand Etude House will forever remain a weakness for those of us who obsess over irresistible packaging. There’s absolutely no shame in that, but beneath these outer shells are actually really impressive products that have earned their rightful place on any K-beauty fan’s vanity.

And to further incite hysteria amongst its enthusiasts, Etude House unveiled its first Malaysian flagship store last week at Sunway Pyramid Shopping Mall, showcasing a brand new concept and presenting an experiential journey for anyone who steps foot inside to browse through all of its cosmetics, skincare, body care and haircare, amongst others.

Spanning 2,455 sqft, the brightly lit and candy-coloured store echoes the brand’s Makeup Play culture by igniting fun and engaging features including the Find Your Look section for K-beauty fans to discover Etude House’s Signature 9 Looks, watch how-to tutorials and find the products that would best suit them.

Another highlight of the store is the Customizing Studio which enables K-beauty fans to get their Dear My Glass Tinting Lips-Talk casings engraved with either Korean, English or Malay wordings and symbols for extra personalisation. The collection carries 20 unique lipstick shades and 20 to-die-for lipstick cases to be mixed and matched however you deem fit.

Etude House is located atย Lot G1.76 & G1.77 on the Ground Floor of Sunway Pyramid Shopping Mall.