The name 'Etude' means 'beautiful study of Chopin' in French. They are targeted to woman.
So their main color is pink. Because most women like pink. The pink color is related to princess fantasy from women's childhood. Also, Etudehouse's brand slogan is "All of you are born as a princess!" They make the Princess Fantasy a reality. And they support their customer to enjoy makeup like playing and having fun rather than consider as a repetitive boring routine. By various colors, satisfying quality, adorable design. To make all girls in this world sweet with fun items of Etude!