Stories From a Curator is a column by Charlotte Cho, the curator and cofounder of Soko Glam. As a licensed esthetician and the author of The Little Book of Skin Care, Cho gives a glimpse into her discovery process and what brands and products make the cut for the curated site.
You’ll know when you come across an Etude House shop in Seoul because you cannot miss their iconic (and adorable) pink and white dollhouse exterior. Once you’re inside, you can make your princess dollhouse dreams come true, as you play with towers of lip tints and shelves filled with the most delightful skincare products.
At first glance, you may jump to the conclusion that there wouldn’t be any “serious skincare” products inside this cutesy dollhouse and you may wonder if there are any people over 18 years old shopping at Etude House.
But here’s where that, “never judge a book by its cover” phrase comes perfectly into play, because you may miss out on some seriously amazing products with that type of thinking. I say this because Etude House, one of the main brands created by AmorePacific, has consistently been the most innovative out of all Korean brands, setting trends and whole new product categories, while keeping the price point accessible and the packaging exciting and fun.
While I am admittedly obsessed with the Etude House lip tints (the Color Pop lip tint is religiously used by Korean Air stewardesses) and their Eyebrow Gel Tint that lets you temporarily tattoo your eyebrows (in the most natural way possible), the product I’ve enjoyed the longest from Etude House is from their Moistfull Collagen skincare line.
The product I’ve chosen to highlight for this year’s Soko Glam Best of Beauty is the Etude House Moistfull Collagen Emulsion, the latest addition to our shelves after years of wanting to introduce it to you since I raved about it on Into The Gloss. It was one of the first moisturizers that I tried after a Korean colleague persistently recommended it to me and after hearing about it on Get it Beauty, a popular beauty cable show in Korea. Since my rave review on the emulsion in 2014, they’ve even made improvements to the formula, so here’s why I still consider it a holy grail moisturizer.
1. The Consistency
The emulsion is light and almost jelly-like, cocooning my skin and protecting it from dry air, cold winds and any other unfriendly skin conditions. It doesn’t clog my pores and absorbs quickly into my skin for maximum results. A little goes a long way, and after application it leaves a light, dewy finish.
2. The Bounce-Factor
Thanks to collagen extracts and baobab extract (also known as Adansonia Digitata Fruit Extract) high up on the ingredient list, it does a stellar job at moisturizing my skin and plumping up my fine lines. Fun fact: Baobab extracts are filled with fatty acids and vitamins. Even after 8+ hours, my skin is extremely hydrated and bouncy to the touch. Bouncy skin is a sensation that is hard to achieve after a long nights rest or hectic day out in the city, but this emulsion gets you there and most importantly keeps you there.
3. The Price
I am and will always be excited and motivated by a friendly price point and this $15.60 emulsion is easily one of the most affordable I’ve used without it compromising quality. Let’s just say if AmorePacific is behind this brand, you know that their standard for products is on par with the largest, most influential cosmetic companies in the world.
To use, after cleansing, toning and treatment products, dispense the product onto the palm of your hand and apply generously to face and neck. After an hour, try the bounce-test. Just tap your skin gently with your finger and watch your skin spring back into action.
+ Have you tried the Moistfull Collagen line? What’s your favorite Etude House product?