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The name 'Etude' means 'beautiful study of Chopin' in French. They are targeted to woman. So their main color is pink. Because most of 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 surpport their customer enjoy make up like playing and having fun rather than consider as repetitive boring routine. By various colors, satisfying quality, adorable design. To make all girls in this world sweet with fun items of Etude!