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.
These lipsticks are beloved for their pout-nourishing ingredients, strong pigments, and creamy-meets-matte finish. Plus, Soko Glam is offering a free extra tube and makeup pouch when you purchase one lipstick, for a limited time.
If you've been pondering microblading to fill in sparse arches, this gel provides a fun and forgiving preview. It's essentially a temporary brow tattoo: You (carefully) swipe it on, let it dry, and peel it off to reveal a stain that will last for a few days.
Iffy about a days-long brow commitment? The brand's pencil is a solid (and less permanent) alternative.
Good makeup starts with great skin, so it's just as well that Etude House also offers some excellent complexion primers. This gel sleeping mask is packed with collagen to deeply hydrate and brighten skin as you snooze.
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.