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 £2 to £15 for makeup, and £16 or less for skin care. Keep reading to see what popular Etude House products have been curated to Soko Glam!