This Cult-Favorite K-Beauty Brand Just Hit The U.S. — & It's Way Affordable

Etude House is a K-beauty powerhouse. The company is one of the most ubiquitous beauty brands in Asia, and has made its way into just about every mall and shopping center across the continent from Japan to Singapore to Vietnam.

My first foray into the pastel-pink world of Etude House cosmetics was about five years ago on a family trip to Singapore, and I nearly bought out the entire store. Okay, that might be a slight exaggeration, but I did fall head-over-heels for the brand's adorable packaging and innovative products. Here in the states though, you may only recognize its peel-off eyebrow tint that took the internet by storm last summer. Since then, we've been dying to get our hands on more K-beauty goodness, but sadly it's been a difficult feat (who wants to navigate worldwide shipping guidelines?) — until now.

As of today, K-beauty retailer Soko Glam is officially U.S. seller of Etude House. That means you can invest in as many eyebrow gels, contour pencils, and lippies your heart desires, and they'll be delivered right to your door (with free shipping if you order over $35). Needless to say, we've got our carts filled and our cards at the ready. Ahead, we rounded up the items that we're snagging off of Soko Glam's virtual shelves.
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Dab this creamy eye primer onto your lids to up the staying power of your shadows and liners.

Etude House Proof 10 Eye Primer, $7, available at Soko Glam.
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Any old headband can keep your hair out of your face while masking, but not all of 'em can do it with this much style.

Etude House My Beauty Tool Lovely Etti Hair Band, $5, available at Soko Glam.
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This product is the Swiss Army Knife of eyebrow pencils and has three uses: eyebrow gel, highlighter, and eyebrow pencil all in one convenient package.

Etude House Multi Brow Pencil, $12.50, available in February at Soko Glam.
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This double-sided contouring stick makes it easy to contour and highlight the face sans any distracting shimmer. Plus, the cream formula makes it easy to blend whether you're using a sponge, fingers, or a brush.

Etude House Play 101 Stick Contour Duo, $14, available at Soko Glam.
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These lipsticks tick all the boxes. They're insanely pigmented, comfortable on the lips, and come in a variety of vibrant shades.

Etude House Dear My Blooming Lips Talk Chiffon, $12, available at Soko Glam.
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A gel that temporarily dyes your brows for up to three days? It might sound too good to be true, but it works. Check it out in action here.

Etude House Tint My Brows Gel $11, available at Soko Glam.
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This twist-up pencil comes in four neutral shades. We like sweeping this bronze hue all over our lids for subtle definition.

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