[3] In 2009, Etude House launched stores in Taiwan, Singapore and the Philippines.

[3] Etude House opened its first branch in Shinjuku, Japan, in November 2011.

[4] During March 2018, certain products were recalled by the Ministry of Food and Drug Safety for containing high amounts of antimony,[5] shortly before Etude House opened its first branch in the Middle East in Dubai[6] and a second branch in Kuwait.

Lee Min-ho, Park Shin-hye, Yoo Seung-ho was a model of the brand from 2009 to 2010.

Etude's brand concept is to allow the customer to freely and proudly unleash their inner princess.

[14] Following the Namyang Dairy Incident, the 'Tyranny of the Cosmetic Industry', which was uncovered in June 2013, revealed that Etude House, along with Amore Pacific, Tony Moly, and The Face Shop, had been viciously domineering to the agency owners.

The unfair trade practices of the cosmetic affiliate headquarters were found to violate the law, such as compulsory purchase (so-called pushing out quantity, skipping quantity), forced sales target, forced provision of economic benefits, unfair contract renewal refusal, unfair contract termination, sales support refusal, and business area infringement.