This Is the Innovative Korean Makeup Brand That Everyone Has Been Waiting For
Charlotte Cho is the editor in chief of K-beauty content site The Klog, which is dedicated to covering the innovative and fascinating world — and products — of South Korea. We are delighted to share her insights as a contributing editor on POPSUGAR Beauty.
When it comes to Korean beauty, the spotlight has forever been on Korean skin care products. Now you can expect more buzz around Korean makeup thanks to Etude House, the iconic Korean makeup brand that has made its US debut on Soko Glam.
Etude House has been a major beauty fixture in Korea, and nearly 3.2 million #etude and #etudehouse hashtags on Instagram show just how viral the brand is. You can't miss the brand's adorable storefronts in Asia, an iconic pink and white dollhouse. There, you'll find the irresistibly packaged makeup, skin care, and beauty tools — sometimes in the shape of adorable cat ears or strawberries. But the buck doesn't stop at just "cute" with this line.
Many of the most viral products have been makeup, and it's impressive how the pros behind Etude seem to create new categories out of thin air. Case in point: the bestselling Etude House Tint My Brows Gel is a thick gel that is applied over the brows and skin for one to two hours, and then peeled off to reveal a natural-looking eyebrow tattoo. It mimics what you would achieve with microblading. Although you may look like the meanest character from Angry Birds during the hilarious tattooing process, the fact that your eyebrows will look naturally drawn in for up to seven days made it a viral sensation overnight.
Prices are also affordable, ranging from $3 to $15 for makeup, and $20 or less for skin care. Keep reading to see what popular Etude House products have been curated to Soko Glam!
Etude House Tint My Brows Gel
This innovative eyebrow gel may just change the way you do makeup. Paint over your brows, then peel off in two hours to reveal brows that look naturally drawn in for up to a week.
Etude House Play 101 Stick Contour Duo
Contouring doesn't have to be intimidating anymore with this easy-to-use contour duo. The stick has a highlighter on one side and a shading stick on the other. It glides easily on the skin and blends in easily with just a few strokes of your fingertips.
Etude House Lash Perm Curl Fix Mascara
The dual jelly brush dipped into the patented Perfect Lash Fixer formula curls and lifts lashes so well that it perks up even the droopiest strands.
Etude House Play 101 Blending Pencil
These eye shadow sticks can give you a subtle blend of natural colors with just a simple swipe of the stick, followed by a single touch of your fingertips.
Etude House Proof 10 Eye Primer
Now here's an affordable eye primer that keeps your lids and crease smudge-free — until you call it a night!
Etude House Dear My Blooming Lips Talk Chiffon
This new "chiffon" lipstick texture was achieved by combining the benefits of both creamy and matte lipsticks into a formula that is light and velvety. Bonus points for being buildable, too.
Etude House My Beauty Tool Strawberry Sponge Hair Curlers
With all the bleaching we've gone through, these adorable strawberry shaped sponge rollers will give your locks a break by creating natural waves without any of the heat damage. They're so soft and squishy, you can even sleep in them.
Etude House My Beauty Tool Strawberry Sponge Hair Curlers ($5)
Etude House My Beauty Tool Lovely Etti Hair Band
As long as you're wearing this cute and plush cat headband to keep your unwanted hairs from your face, your skin care routine will never feel like a chore.