The Nyx of Korea Just Landed in the U.S.—and It Starts at $4
At this point, we can rattle off a fair number of Korean skincare brands, and we're pretty well-versed in the wildest nail trends out of Seoul, too. But along with haircare, makeup remains one of the less frequented corners of the K-beauty market here in the U.S. According to Soko Glam co-founder Charlotte Cho, however, that's all about to change.
Enter Etude House, one of the beauty-obsessed country's most beloved makeup brands, which launches on Soko Glam today. The Korean equivalent of a Nyx or IT cosmetics, Etude House prides itself on quality, innovative makeup (and skincare) with an incredibly forgiving price tag—and candy-coated packaging. (Think Too Faced meets Polly Pocket.)
In addition to its dollhouse-like flagship store in Seoul, Etude House has a reputation for launching products that go viral. One example might be the brand's cult-loved eyebrow gel, which peels off to reveal a semi-permanent brow stain that lasts a few days. (As you might imagine, this hit the YouTube airwaves in a major way.)
Below, find some of Etude's House most popular products, which are available on Soko Glam starting today.
Etude House Play 101 Stick Contour Duo ($14)
Find cheekbones you never knew you had with this double-sided stick: The creamy formula blends easily into your skin, making sculpting a breeze.
Next, look inside the mind-blowing skincare routine of a Korean model.