Etude House is FINALLY here!
Wait a minute. *hand brake sound*. Hang on. Hold the horses. Isn’t Etude House been in Malaysia for years?!
Yes they are. In fact, Etude House in Korea is under Amore Pacific, the same company that has Laneige, Sulwhasoo, Mamonde and so on under the same umbrella. Over here in Malaysia, Etude House was under a different company. The suspicion of the fallout began when Etude House Facebook page name was changed to something else and it sent a notification to all their fans. Then rumours started to go around saying Amore Pacific actually took back Etude House. And then the massive clearance sale happened and fast forward to last month, the new Etude House was launched – grandly and successfully.