Etude House exits Hong Kong market after 10 years

Korean beauty brand Etude House is exiting Hong Kong market after 10 years. The last business day will be on 24 April.

According to its Facebook page, Etude House thanked customers for their support and said it would exit Hong Kong market starting from 24 April. However, it did not specify the reasons behind the move. It alsoadvised the public to visit its official Instagram page for the latest news. Meanwhile, a check by MARKETING-INTERACTIVE saw on Etude House Hong Kong's official Instagram page that it hasn't been updated since February last year.

"Thank you for your love and support to ETUDE. ETUDE will go out of business in Hong Kong starting from 24 April, 2023. Please join our farewell sales at Langham Place store to purchase your favourite products," the statement read.

Furthermore, a check by MARKETING-INTERACTIVE saw on its official Facebook page saw that, netizens were sad about the suspension of Etude House's Hong Kong business. Some said they bought their first cosmetics product in Etude House, whereas some asked whether they have to travel to Korea only to get the brand's products. 

MARKETING-INTERACTIVE has reached out to Etude House Hong Kong for more information.

Back in February last year, Etude House shut its last physical store in Singapore at Bugis Junction and pivoted online. Meanwhile, its products were still be available in Singapore via its website and eCommerce platforms such as Lazada and Shopee. 

Etude House entered Hong Kong in 2013 and has been known for selling cosmetics at affordable prices.According to multiple media reports, Etude House once rented a shop on Yee Wo Street, Causeway Bay, with a monthly rent of nearly HK$1 million. Meanwhile, the shop is permanently closed and was replaced by Casetify's store. Currently, six Etude House stores in Hong Kong have shut down.

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