▲ This image provided by global beauty brand Etude shows its all-time bestselling mascara, "Curl Fix Mascara." (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, June 1 (Yonhap) -- Global makeup brand Etude has expanded its U.S. retail footprint by entering Olive Young's U.S. online mall and its first U.S. brick-and-mortar store in Pasadena, California, the company said on Monday.

 

Etude said the move will allow local consumers to experience the brand in person at the store, in addition to purchasing products online.

 

The company said it has established itself as a leading K-beauty brand among global consumers, particularly through its color cosmetics products known for vivid color payoff, long-lasting wear and accessibility. It added that its products have been closely associated with K-pop idol makeup trends.

 

Among the key products available at the Pasadena store are Etude's heritage items, "Curl Fix Mascara" and "Dr. Mascara Fixer."

 

"Curl Fix Mascara" has ranked as South Korea's top curling mascara for 10 consecutive years, according to the company, and is known for its long-lasting curl retention and strong fixing effect. "Dr. Mascara Fixer," designed to help maintain eyelash curls and prevent smudging, has also remained popular as a staple item in K-pop idol makeup looks.

 

▲ This image provided by global beauty brand Etude shows its long-running bestseller "Dear Darling Water Tint. (PHOTO NOT FOR SALE)(Yonhap)

 

Another featured product is "Dear Darling Water Tint," a long-running bestseller that gained popularity in North America during the brand's early overseas expansion. The lip tint has ranked among the top three products in Amazon's lip stain category and is known for its lightweight texture and transparent color payoff.

 

Etude's "Fixing Tint" will also be available at the store. The lip product features vivid color expression and long-lasting wear, while its mask-proof formula has drawn positive responses from global consumers.

 

The firm is also introducing "Ginger Sugar Lip Serum," a hybrid lip care and makeup product that has gained attention alongside the "clean girl" makeup trend. The product is designed to provide both lip care and a natural flush of color.

 

Etude said it has recently achieved strong results through global digital marketing campaigns. Content themed "The Secret to K-Pop Idol's Flawless Makeup," featuring "Dr. Mascara Fixer," "Curl Fix Mascara" and "Dear Darling Water Tint," generated a combined 14 million views through 11 video collaborations with influencers, including NikkieTutorials and Roccibella.

 

"This expansion into Olive Young's U.S. online mall and physical store is meaningful in that it broadens opportunities for global consumers to experience K-beauty makeup more easily and closely," an Etude official said. "As a representative K-beauty brand, we will continue strengthening our competitiveness in the North American market."

 

jwc@yna.co.kr

[ⓒ K-VIBE. 무단전재-재배포 금지]