As for the polishes themselves, I’ve tried three so far, and each one has been opaque in one or two coats. I’ve been using Nubar Foundation and Diamont with them, and they dry fairly quickly. If I paint all ten nails before reaching for my top coat, the first couple nails are soft and a bit tacky, but largely dry to the touch by the time I finish with the tenth nail. Add Diamont on top of that and in less than ten minutes my nails are completely dry.
Etude House’s packaging is adorable, not just for the nail polishes, but the entire line. It’s a cute, girly, ribbons-and-bows sort of style, possibly aimed at a younger demographic, but heaven help me, I’m a sucker for a well-executed theme, and they have got theirs down, to the last detail. Looking at the products, you can see a cohesive theme in the designs of all their packaging, and there are shapes and colors they use repeatedly to give the whole brand a distinctive look. Although I’ve never personally been to one of their stores, I’ve seen pictures online, and everything looks like it belongs together. It’s not my style (my style runs more toward jeans and buying the same v-neck tee in two dozen colors so I don’t have to engage my brain at 6am), but it’s pulled off so well that I would love it solely for the magnificent execution even if I didn’t like the designs.
The bottles are cute and detailed. Both sides of the bottle bear a raised design of the brand’s name and a surrounding pattern of flourishes and hearts. It looks pretty and makes the bottles very easy to grip. The rectangular base of these polishes makes them feel pretty secure – I don’t feel like they’re going to tip over while I’m moving the brush in and out of the bottle. I really like the shape of the bottle – it’s comfortable to hold and easy to get a good grip on. The way the bottle indents near the base makes it very easy to hold between two fingers, and since the bottle flares out around those indentations, it feels secure to hold like that. The caps are extremely shiny and also cutely detailed. I like the brush very much – it’s flat and blunt and not too broad, and it picks up a good amount of polish, but not so much that it floods the nail. The bottles are only 10mL, and ($5.99) is rather expensive for a 10mL polish (bottles in the US tend to be 15mL), but the colors are pretty, the polishes only require one or two coats to be completely opaque with no VNL, and every time I look at my bottles, I can’t help but think, “Cuuuuuuuute!”
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