This Popular Korean Makeup Brand Is Now Available Stateside

Korean beauty brand Etude House has long been a favorite of those even slightly knowledgable about the K-beauty world. The brand stands out for its prettified packaging and feminine outlook, but also because, well, it’s one of the few K-beauty brands to foray into makeup. But, those enthralled by its offerings had to either venture to Asia to stock up, or risk ordering items on sketchy e-commerce sites. Well, you can now rest easy knowing that you can now order products that won't be part of a weird gray market ring: Etude House is officially available in the U.S.

E-tailer Soko Glam will become the first stateside website to (legally) stock the products, with new curations becoming available throughout the year. The selection available at the moment is pretty robust, though; it’s most popular being the Tint My Brows gel, which you might’ve seen on YouTube at some point. Its charm is in its simplicity and its effectiveness: Just paint in your eyebrows with the product, and allow it to dry for a couple of hours. Then, once you've removed the formula, you’ll find that your brows are expertly tinted and will stay that way for up to a week. 

Some of the other product launches include an eyebrow pencil available in varying colors, an impressive curling mascara, a contour duo stick (which you can learn how to use here), and an eye shadow in pencil form. Outside of makeup, the brand also has a skin care line and a couple of hair tools available. We’re not usually curler people, but the strawberry-shaped sponge rollers available just might sway us.

Check out all of the product options ahead, which are available now on Soko Glam’s website.

Etude House, Tint My Brows Gel in Brown, $11, available at Soko Glam.

Etude House, Tint My Brows Gel in Light Brown, $11, available at Soko Glam.

Etude House, Drawing Eyebrow Pencil, $3.50, available at Soko Glam.

Etude House, Drawing Eyebrow Pencil, $3.50, available at Soko Glam.

Etude House, Drawing Eyebrow Pencil, $3.50, available at Soko Glam.

Etude House, Drawing Eyebrow Pencil, $3.50, available at Soko Glam.

Etude House, Drawing Eyebrow Pencil, $3.50, available at Soko Glam.

Etude House, Lash Perm Curl Fix Mascara, $14, available at Soko Glam.

Etude House, Proof 10 Eye Primer, $7, available at Soko Glam.

Etude House, Play 101 Stick Contour Duo, $14, available at Soko Glam.

Etude House, Play 101 Blending Pencil, $9, available at Soko Glam.

Etude House, Play 101 Blending Pencil, $9, available at Soko Glam.

Etude House, Dear My Blooming Lips Talk, $12, available at Soko Glam.

Etude House, Dear My Blooming Lips Talk, $12, available at Soko Glam.

Etude House, Dear My Blooming Lips Talk, $12, available at Soko Glam.

Etude House, Dear My Blooming Lips Talk, $12, available at Soko Glam.

Etude House, Dear My Blooming Lips Talk, $12, available at Soko Glam.

Etude House, Dear My Blooming Lips Talk, $12, available at Soko Glam.

Etude House, Moistfull Collagen Facial Toner, $15, available at Soko Glam.

Etude House, Moistfull Collagen Cream, $20, available at Soko Glam.

Etude House, Moistfull Collagen Eye Cream, $19, available at Soko Glam.

Etude House, Moistfull Collagen Sleeping Pack, $12, available at Soko Glam.

Etude House, My Beauty Tool Strawberry Sponge Hair Curlers, $4.50, available at Soko Glam.

Etude House, My Beauty Tool Lovely Etti Hair Band, $5, available at Soko Glam.