In a beauty world full of fleeting trends, some brands manage to stay relevant by perfecting what truly works.
When it comes to color makeup, Korea’s homegrown heroes Rom&nd, Fwee, and Etude have each found their own way to stand out—whether through timeless appeal, creative innovation, or playful accessibility.
Here’s how these three color powerhouses continue to shape our everyday makeup routines—and why they deserve a spot in yours.
🌸 Rom&nd – The Modern Classic of K-Beauty Color
Rom&nd quickly rose to fame, but what’s impressive is how it stayed on top.
Known for its flattering tones and everyday wearability, Rom&nd has become a go-to for anyone seeking effortless but trendy looks.
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Best-sellers:
• Juicy Lasting Tint – glossy, fruity lips that never go out of style [SHOP NOW]
• Better Than Eyes – soft, everyday matte eyeshadow [SHOP NOW] -
Why we love it:
Rom&nd is celebrated for its flawless shade curation, especially for warm and cool tones.
Each product feels modern and intuitive—easy to wear, yet never boring.
If you're looking for tone-perfect color with a soft Korean aesthetic, this is your forever favorite.
🧃 Fwee – Playful but Refined
Fwee may be younger than the other two, but it’s already earned cult status among Gen Z and makeup artists alike.
Its strength? Color-first thinking—Fwee treats every launch like a mini art project, delivering fresh but functional color.
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Hero products:
• Lip & Cheek Blurry Pudding Pot – usable for both lip and cheek to create a soft and blurring finish [SHOP NOW]
• 3D Voluming Gloss – creates a glossy and voluminous lip look [SHOP NOW] -
Why it stands out:
Though a newer player, Fwee has quickly built a name for quality, creativity, and fun.
Its playful yet polished approach makes every product feel special and expressive.
For those who love to explore color in new ways—without compromising on performance.
💕 Etude – Where Cute Meets Color
Etude captures the spirit of youthful beauty—sweet, colorful, and always fun.
For many, it was their first step into makeup. Today, Etude continues to evolve while staying true to its bright and cheerful personality.
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Best-sellers:
• Dear Darling Water Tint – moist, fruity water tint loved across generations [SHOP NOW]
• Dear Darling Water Gel Tint – vivid and long-lasting [SHOP NOW] -
Why we keep coming back:
With great value and a wide range of shades, Etude keeps its place in our routines with ease.
It’s cheerful, affordable, and always a little bit magical.
A feel-good favorite that brings joy to makeup—every single time.
