A collaboration series between Korean cosmetics brand Etude and CHOIGOSIM, the popular Korean character whose business in Japan is handled by CHOCOLATE Inc., goes on sale from November 1 at variety stores and drugstores across Japan (excluding some stores). Titled "ETUDE × CHOIGOSIM collaboration," the series celebrates the 15th anniversary of Etude's launch in Japan. In it, the "Gosim-chan" characters step into the world of Etude and transform into "Etude Princesses" who value "just as I am" and share positive messages through the collaboration. The series features six limited-edition cosmetics, along with a variety of original novelties for buyers.
Release Details
- Series Name: ETUDE × CHOIGOSIM collaboration
- Release Date: Rolling out from Sunday, November 1, 2026
- Where to Buy: Variety stores and drugstores nationwide (excluding some stores), and the online store
- Online Sales: Start on November 12, 2026
- Official E-Commerce Site: https://www.qoo10.jp/g/1219614041
About the "ETUDE × CHOIGOSIM collaboration"
The Gosim-chan characters appear here after entering the world of Etude and becoming "Etude Princesses."
The series combines Etude's long-held belief that "everyone is a princess" and "everyone deserves to be loved" with CHOIGOSIM's positive message of "loving yourself just as you are." The result is a lineup of special cosmetics meant to help wearers feel like themselves and face forward.
Product Lineup
Curl Fix Mascara Tweezer & Comb Set
No. 1 in Korea (※1) among curl mascaras. Keeps lashes in an upturned, bundled curl for 24 hours (※2).
- Product Name: Curl Fix Mascara Tweezer & Comb Set (カールフィックスマスカラ ツイーザー＆コームセット)
- Edition: ETUDE × CHOIGOSIM collaboration limited edition (Black)
- Sales Name: Curl Fix Mascara Black (カールフィックスマスカラ ブラック)
- Price: ¥1,760 (tax included)
- Content: 8g
※1 Sales share of curl-type mascara (survey by an external organization). Survey period: September 14, 2015 to September 7, 2025.
※2 Research by Amorepacific Japan. Results vary by individual.
Tweezer & comb design (front and back)
Curl Fix Mascara Skinny Tweezer & Comb Set
A skinny-brush mascara that catches even short lashes.
- Product Name: Curl Fix Mascara Skinny Tweezer & Comb Set (カールフィックスマスカラ スキニー ツイーザー＆コームセット)
- Edition: ETUDE × CHOIGOSIM collaboration limited edition (Black)
- Sales Name: Curl Fix Mascara Skinny Black (カールフィックスマスカラ スキニーブラック)
- Price: ¥1,210 (tax included)
- Content: 3g
Tweezer & comb design (front and back)
Soft Fixing Tint Cap Key Ring Set
The popular "Nama Sufure Lip" (生すふれリップ) comes with a cap key ring featuring Heart Gosim (はーとゴシム).
- Product Name: Soft Fixing Tint Cap Key Ring Set (ソフトフィクシングティント キャップキーリングセット)
- Edition: ETUDE × CHOIGOSIM collaboration limited edition (Chego-kyu no Princess / チェゴ級のプリンセス)
- Sales Name: Soft Fixing Tint This Is Love (ソフトフィクシングティント これはラブ)
- Price: ¥1,760 (tax included)
- Content: 4g
Poyon Eye Maker Silicone Case Set
Comes in a silicone case featuring Usa-Gosim (うさゴシム), complete with a key chain, for easy carrying.
- Product Name: Poyon Eye Maker Silicone Case Set (ぽよんアイメイカー シリコンケースセット)
- Edition: ETUDE × CHOIGOSIM collaboration limited edition (Chego-na Princess Mood / チェゴなプリンセスムード)
- Sales Name: Poyon Eye Maker Strawberry on Top (ぽよんアイメイカー ストロベリーオントップ)
- Price: ¥2,310 (tax included)
- Content: 1.3g
Silicone case (front and back)
Contour Powder Illuminator
Natural shading that "plants" shadows. A greige color that tones down redness and yellowness and blends well into the skin.
- Product Name: Contour Powder Illuminator (コントゥアパウダー イルミネイター)
- Edition: ETUDE × CHOIGOSIM collaboration limited edition
- Price: ¥2,090 (tax included)
- Content: 10g
Z Sebum Drying Powder
An oil-control powder that suppresses shine and stickiness for a matte, porcelain-like finish.
- Product Name: Z Sebum Drying Powder (Zセバムドライングパウダー) ETUDE × CHOIGOSIM collaboration limited edition
- Price: ¥748 (tax included)
- Content: 4g
Pink heart-shaped puff
Purchase Novelties
Original collaboration novelties are given according to the purchase amount. Customers who buy all six collaboration products receive every novelty. Details on the distribution conditions will be announced later on Etude's official social media accounts.
- Novelties are available only at some of the stores carrying the collaboration products. Please check before purchasing.
- Distribution conditions differ depending on the seller, such as physical stores or the online store. Please check with each store for details.
- Quantities are limited, and distribution ends when supplies run out.
1. Omamori Card (2 designs)
Good-luck charm cards carrying CHOIGOSIM's bright, positive messages. Every customer who buys a collaboration product receives one card chosen at random from the 2 designs. The design cannot be selected.
2. Floppy-Ear Usa-Gosim Pouch Key Ring (たれみみうさゴシムポーチキーリング)
A fluffy pouch of the floppy-eared Usa-Gosim who has become an Etude Princess. Given to customers who purchase ¥5,000 or more (excluding tax) of Etude products, including collaboration items.
3. Key Cap Key Ring
Keycaps illustrated with Gosim-chan that make a clicking sound. Because they come as a key ring, they can be carried along with everyday belongings. Given to customers who purchase ¥3,500 or more (excluding tax) of Etude products, including collaboration items.
4. Flake Stickers
Flake stickers featuring newly drawn illustrations of Gosim-chan who entered the world of Etude and became princesses, along with messages such as "Princesses cherish themselves" and "A smile is a princess's weapon." Given to customers who purchase ¥2,000 or more (excluding tax) of Etude products, including collaboration items.
About CHOIGOSIM (최고심)
CHOIGOSIM is a character created in 2020 by Korea-based illustrator CHOIGOSIM. The loose, cute-style works feature "Gosim-chan" characters that vary in both color and shape. Filled with wishes for the happiness of all people, they send bright, positive messages. Including its activities in Korea and China, its total number of social media followers now exceeds 1 million, and the character is popular mainly across Asia.
- Japan X: https://x.com/choigosim_jp
- Japan Instagram: https://www.instagram.com/choigosim_jp
- Japan TikTok: https://www.tiktok.com/@choigosim_jp
- Instagram: https://www.instagram.com/gosimperson/
- X: https://x.com/gosimperson
