𝐆𝐨 𝐁𝐢𝐠 𝐎𝐫 𝐆𝐨 𝐇𝐨𝐦𝐞 | 𝖾𝗇𝗁𝗒𝗉𝖾𝗇'𝗌 𝟪𝗍𝗁/𝖻𝖺𝖾𝗆𝗈𝗇'𝗌 𝟫𝗍𝗁 𝗆𝖾𝗆𝖻𝖾𝗋𝗌

𝐄𝐓𝐔𝐃𝐄𝐱𝐆𝐈𝐑𝐋 | 𝖳𝖮𝖬𝖨𝖤 𝗑 𝖤𝖳𝖴𝖣𝖤

❲☆ 𝗡𝗔𝗠𝗘 ━━ ETUDE Girl
❲☆ 𝗖𝗢𝗟𝗟𝗔𝗕𝗢𝗥𝗔𝗧𝗜𝗢𝗡 ━━ Tomie (BABYMONSTER) x Etude House
❲☆ 𝗕𝗥𝗔𝗡𝗗 ━━ Etude House
❲☆ 𝗣𝗥𝗢𝗗𝗨𝗖𝗧 ━━ Make Up Line
❲☆ 𝗖𝗢𝗡𝗖𝗘𝗣𝗧 ━━ Nostalgic make up line inspired by kids makeup kit that all girls wanted when they were little. Very heavily Y2K inspired.
❲☆ 𝗗𝗔𝗧𝗘 ━━ August 7 - September 18 2024
❲☆ 𝗗𝗘𝗠𝗢𝗚𝗥𝗔𝗣𝗛𝗜𝗖 ━━ Pre-teen girls; Teenage girls; Adult women
❲☆ 𝗚𝗢𝗔𝗟 ━━ 15,350 units sold
❲☆ 𝗥𝗘𝗦𝗨𝗟𝗧𝗦 ━━ 57,922 (Sold Out)
❲☆ 𝗥𝗘𝗩𝗘𝗡𝗨𝗘/𝗣𝗥𝗢𝗙𝗜𝗧 ━━ $1,937,660/$1,316,362
❲☆ 𝗣𝗔𝗬𝗢𝗨𝗧 ━━
• $121,636.29 (TOMIE/70%)
• $52,129.80 (YG ENTERTAINMENT/30%)

In November of 2023, Etude House reached out to Tomie about a possible collaboration together. Tomie had already modeled for them before so there was a brand relationship already established. Tomie came into the collaboration with many ideas.

With the rise of 90s and Y2K make up trends making a comeback, Tomie got an idea of creating a makeup line inspired by these trends. Tomie was very influential amongst young girls her age so Etude entertained her ideas. And this is the one they all fell in love with.

This collaboration was designed to bring nostalgia to girls all over the world with products styled like kids' makeup. They had three images in mind: girls wanting to try on their mother's makeup, buy kid's makeup kits at the store, and wishing they had all the products they saw on a tv cartoon.

The products ranged accordingly: blush, lipstick, lip gloss, eyeshadow, powder, eyeliner, highlighter and more. In addition there was a themed mirror and hairbrush to go along. Tomie was heavily involved in the product making process from formulas to package design.

MARKETING/COMMERCIAL

❲☆ 𝗩𝗜𝗘𝗪𝗦 ━━ 18,328,699
• ᴍᴏsᴛ ᴠɪᴇᴡᴇᴅ ᴄᴏᴍᴍᴇʀᴄɪᴀʟ ɪɴ ᴋᴏʀᴇᴀ 2024

❲☆ Tomie's commercial became one of the most replayed commercials in Korea. It's safe to say that through it, she earned many more young fans. The commercial starts with Tomie having fun while doing her makeup in her room with the collab make up line. Then there's a knock and a man opens door. When the camera pans back to Tomie she's no longer her teenager self and instead a child takes her place. And instead of the makeup line, a child's makeup kit replaces it.
"What do you want for a snack?" He asks.
"I want Pears," the child Tomie answers.
After the interaction the dad leaves and as soon as he shuts the door, teenage Tomie is back and she no longer in her regular room. The room she was now in looked like a dollhouse's room. Tomie's playful attitude and expressions throughout the rest of the commercial keeps viewers entertained to watch the whole ad.
While siting on the makeup vanity, Tomie took out a vintage boar bristle hair brush. She animatedly brush her hair as if she was Rapunzel. But she wasn't satisfied with it so she threw the brush behind her and took out a modern hair brush and comb with the same vintage design. Both of these items are in the collection but only exclusively sold inside pop up stores and put inside pr packages.
A second part of the ad, Tomie walks through a door into a girl's dream closet and at the center of it is a giant doll head. Tomie excitedly runs around while brushing her hand through the clothing racks. She then stops in front of a life-size version of the makeup collection. Tomie's eyes sparkle and she immediately gets to work. Tomie uses these huge makeup products to put on the doll's face and creating a makeup look. At the end, Tomie is dirty from makeup but smiles in satisfaction looking at her creation while holding a lipstick as tall as her. The doll looks half decent but still a mess as if a child did their own makeup.

Promotional photos went insanely viral in Korea and internationally, but especially in Korea. Online user were recreating Tomie's outfit and her makeup look using the makeup line. This makeup trend became such a huge sensation that Etude was not prepared for the attention and demand. Though a limited time product, Etude House decided to extend the collab for another two weeks.