“Replay, Replay, Replay” — Etude House Relives The Yesteryears By Re-Contracting With SHINee After 12 Years

Anyone remember these eyeshadows? The Look At My Eyes series of single shadows from Etude House was extremely popular in the late 2000s to the early 2010s. They were an important staple in every “ulzzang makeup” tutorial!

From 2011 to 2014, SHINee were the models for the beauty brand.

They helped draw more teens to the brand as customers.

The brand soon became iconic amongst teens in that era.

A whole 12 years later, SHINee signed a new contract with Etude House. The brand teased the revival of not only their partnership with the band, but also the revival of some of the iconic products that were discontinued previously. The brand discontinued a few fan favorite shades of their eyeshadow, which they will be re-releasing in casette-shaped palettes.

The boys looked modern and sweet in the new concept photos for the brand.

There will be three palettes in total.

They also teased the release of some discontinued colors of their single shadows.

This news definitely hits longtime fans of the band the hardest!

Three shades of Syrup Glossy Balm will also be re-released. Take a look at the PR box set!

Netizens are reeling at the announcement.

• I’m after the case.
• Gasp, such memories.
• I really waited for the shade “Baby’s breath.”
• The casette tape case is pretty.
• “Revival” was so cute and funny. They made me want to buy it lol.
• Gasp. The case is cute.
• This is real good marketing. They re-released discontinued items and hired models from 10 years ago, and SHINee’s debut song is also “Replay.” LOL. I’m glad to see the pairing.

The products will be released on December 18, 2023.