Konglish Beauty

Review: Etude House Proof 10 Henna Fix Mascara

Posted in Etude House, Korean brands, mascara, Offtopic, review by konglishbeauty on July 9, 2010

Etude House has signed up the gorgeous girl band 2NE1 to shill for them this summer. There is a small summer collection of products available with special packaging showing the girls’ lovely mugs. The range is focused on longwearing products and is a repromote of some existing products (like the Code B gel eyeliners), some limited edition colour updates (Proof 10 Waterproof retractable eye pencils in gold, silver, aqua and glittery black) and the main point of my post, a new long-wearing mascara.

“Proof 10” is the name that Etude House gives to its waterproof long-wearing products and was actually introduced in a more extensive range last year. They stand up to their claims: whilst they might not survive a long strenuous swim in the sea, they’ll hold up through Korea’s heat and humidity and won’t run leaving big black marks around your eyes.

I really like this mascara and it’s the first truly good Etude House mascara I’ve tried. The others by the brand have been pretty miss for me overall. Individually they were good at lengthening, or thickening but I hadn’t come across an all-round great mascara which I was happy to use consistently. Etude House have introduced and discontinued quite a few different new mascaras in the past couple of years which seems to me to be a sign that none of them were spectacular.

I don’t really understand the “Henna” part of the title. Henna isn’t known for being particularly black…. sounds like a gimmick to me.

Good things first…

+ points:

  • Great lasting power, no smudging, flaking or running throughout the day.
  • Comes off fairly easily with eye make-up remover or cleansing oil. It’s no tube mascara but I didn’t have to rub vigorously or chip away at it to get it off at the end of the day.
  • Medium thickening formula which plumps up lashes.
  • No clumping. Layering more than 3 coats will start to gunk things up but a reasonable 2 coats is enough to get a lovely dramatic thick look without any clumps.
  • Great brush. It has a spiral design which looks a lot like the DiorShow Extase brush although I don’t have Extase so I couldn’t tell you if it’s an exact dupe. In any case, the brush is full enough to comb through nicely but the shallower grooves within the spiral holds a good amount of product.
  • Dark black formula

– points:

  • Not *quite* as thickening as I’d like for an evening look. I’d still reach for another more dramatic mascara for really bold or colourful eye looks.
  • Doesn’t hold a curl that well (although it doesn’t straighten them out either).
  • It starts to dry out after a month. I tossed mine after 8 weeks use as it got too dry for my liking. Seeing as I’ve a pile of other mascaras I’d like to try that’s no big deal breaker for me but it doesn’t show great value for money.
  • I like the brush but you’d really have to try it to see if it’s right for you… and the only way you’d get to do that is by buying the thing!
  • Expensive for an Etude House mascara 12,000원. I think it’s worth it though.

Overall rating: 4 out of 5. Definitely give this one a try. I’d even repurchase, not something I’ve ever said about an Etude House mascara before.

The 2NE1 special packaging and promo is temporary thing. You’ll notice that the packaging with the girls’ images are actually slip cover sleeves which slide on and off which makes me think that at some point they will be removed, so if you’re after the 2NE1 packaging I’d buy sooner rather than later.

I’m not known for being a huge fan of K-Pop (alright so I hate a lot of it!) but I do like 2NE1 for their style and image which is much more up my street than the simpering sweetness of Girl’s Generation. I think 2NE1’s management are missing a trick by not getting them over to London to do gigs at some gay nights and courting them to the fashion mags. (Jeremy Scott’s said to be a fan.) I thought “Lollipop” was a bad song but I love “Fire” especially the two different videos – a great way to get double airplay on the music channels.


2 Responses

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  1. Claudia said, on December 7, 2010 at 9:51 am

    Annyeonghasseo XD
    I was wondering which website you bought the mascara from, and how much?
    I’m a novice at online purchasing so I’m quite clueless when it comes to buying korean stuff online.

    • konglishbeauty said, on December 8, 2010 at 7:06 am

      I was in Korea at the time I bought the mascara so I bought it directly from an Etude House store. It was 12000won. I haven’t bought Korean make-up online either.

      For advice and tips on buying Asian make-up online check out Musings of Muse or Lotus Palace. They’ve got some excellent posts on the subject.

      Sorry I couldn’t be more help!

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