Etude House has unveiled a new brand identity that it hopes will help it to achieve its goal of becoming the world’s top youth make-up brand, according to a report published by Korea JoongAng Daily.

The K-beauty brand ditched it ‘Princess Fantasy’ brand vision in favor of ‘Sweet Dream’, and a new slogan: Life is Sweet, accompanied by fresher, more modern visuals.

The make-up brand is also pursuing an aggressive global expansion strategy, developing digital content and services and launching a slew of new products aimed at consumers in their 20s.

Store count is projected to rise 50 percent in the next four years, from 230 currently, with overseas sales accounting for half of the company’s revenue.

Meanwhile, on the digital front, the brand has recruited 25 ‘Beautizens’ across Asia, supporting them with tutorials and products to create their own beauty content online. The contouring king who pioneered stick foundation has also launched an app, which allows users to administer their account and order products to be collected in store or at their nearest subway station.