As a magazine writer, one of the biggest perks of my job is press trips. Earlier this month, beloved K-beauty brand ETUDE HOUSE invited CLEO over for their Life Is Sweet Festival in Seoul and boy, was it an eye-opening experience. Keep a lookout for the September issue of CLEO Singapore, where you’ll find out more about my time there, what the hottest makeup trends in Korea are, makeup tips from famed makeup artist Dave Kim and exciting new launches from ETUDE HOUSE. Meanwhile, here’s a sneak peek at what I did in Seoul.
First stop – food!
We had Andong Jjimdak – a boiled dish of chicken, vegetables and cellophane noodles – at Myeongdong. Be warned: it’s pretty spicy!
Shop, shop, shop
What’s a trip to Seoul without some shopping, right? Myeongdong is a great place to start, since it has everything – from cosmetics to clothes to street food. We dropped by not one, but two ETUDE HOUSE stores in Myeongdong alone. Pictured here is the storefront of ETUDE HOUSE – Myeongdong No.1 Branch, 37-7, Myeongdong 8-gil, Jung-gu, Seoul. [서울특별시 중구 명동8길 37-7 (명동2가)]
Because we just can’t get enough, we also dropped by the ETUDE HOUSE – Myeongdong Chungmuro Branch (Main store), 24-1 Myeongdong 8-nagil, Jung-gu, Seoul. [서울특별시 중구 명동8나길 24-1 (충무로1가)]
Discover the latest in K-beauty
The best part about shopping in Seoul is that you can have first dibs on items that have yet to be launched back home. Take for example, this gel texture version of the Moistfull Collagen Cream from ETUDE HOUSE, which also comes in the cutest Finding Dory-themed packaging.
When you want to take a photo of your ice cream but your camera auto-focuses on Descendants of the Sun’s Song Joong Ki instead. Your fave Korean celebs will have their faces plastered on billboards and ads all over Seoul, which means you can play a game of Spot-The-Oppa with your travel companions. I now have a Facebook photo album titled “MY BODY IS READY”, which is filled with snaps of all my fave celebs.
Cruise along the Han River
We had dinner aboard a cruise ship courtesy of ETUDE HOUSE. P.S: It’s also the same cruise featured in You Who Came From The Stars! Kim Soo Hyun fans, you know what to do if you want to recreate a scene from the 2014 drama…
Pick up makeup tips from Dave Kim
ETUDE HOUSE makeup artist Dave Kim showed us how to create a glowy skin + ombré eyes + gradient lips look. For the full step-by-step guide, get the September issue of CLEO when it hits the shelves!
Tons of fun at ETUDE HOUSE Life Is Sweet Festival
This festival also unveiled the K-beauty brand’s new tagline: Life is sweet.
We can see why she’s the face of ETUDE HOUSE after meeting her in the flesh!
And mega-girl group, I.O.I
The song’s stuck in our heads now.
Images: ETUDE HOUSE, Sophie Hong
Text: Sophie Hong