Etude House

What is Comfort Beauty?

Comfort Beauty is my cozy love letter to skincare lovers who crave simplicity, softness, and self-acceptance.

It’s not about perfection, it's about showing up for yourself with gentle routines, plush textures, and confidence-boosting essentials. Whether you're a 10-step K-beauty queen or still figuring out which cleanser you like, Comfort Beauty is there to remind you:

You're allowed to be a work in progress and still worthy of soft things.

Our new merch line brings this philosophy to life—cozy, comfortable, and relatablee pieces that support your skincare rituals and help you feel good in your skin—wherever you are in your self-care journey.