Etude House was endorsed by Jun Ji-hyun from 1999 to 2000. S. E. S replaced her and endorsed the brand from 2000 to 2001. Song Hye-kyo became a model of Etude House in 2001 and endorsed the brand until 2006. Jang Keun-suk and Go Ara were models of the brand from 2006 to 2008. Yoo Seung-ho was a model of the brand from 2009 to 2010. Krystal Jung and Sulli became a model of Etude House in 2013, and endorsed the brand until 2018. I. O. I were models in 2017. In 2018, the members of Red Velvet became Etude House models. As of 2019, Kim Doah from Produce 48 is the model for Etude House.