Another South Korean cosmetic brand has suffered a setback in the Chinese market! The South Korean beauty giant, Amore Pacific Group (AMOREPACIFIC)’s popular makeup brand “Etude House” (known as “Etti House” on the mainland) has shut down all of its physical stores in mainland China.
The report points out that Etude House officially entered the Chinese market in 2013 and was popular among post-90s students on the mainland for its low-cost line, and with the popularity of Korean dramas “You Who Came from the Stars”, “The Heirs” and “Descendants of the Sun” on the mainland, the main characters in the dramas used the same makeup and endorsed the brand’s makeup, making Etude House a popular beauty brand with 58 stores on the mainland at its peak.
It was only a few years ago that Itchy House, which was highly sought after by young people, could not sustain itself. In recent years, the decline of the Korean Wave and the rise of domestic affordable beauty brands in the mainland have put Itchy House in a difficult position. According to the financial data, Itchy House sales have been declining since 2017, with the biggest drop in 2020.
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