Touch In Sol, known for its colorful makeup and innovative offerings, has come stateside to join Korean beauty wonders AmorePacific, Belif, Tony Moly, Dr. Jart, Chosungah 22 and Erborian in Sephora’s K-beauty brand arsenal.

Boasting the tagline “Flawless, Fearless Color – Direct From Korea,” the four-year-old makeup brand entered the American beauty market in April through Sephora with its Stretchex Stretch Lash Effect Mascara. Available in the U.S. exclusively at Sephora and on, this mascara uses a “point-elastic polymer with a cellulose powder” in addition to silk protein and snail slime extract to create extra long lashes with its buildable, lengthening formula.

Founder Sean Lim – also the owner of Seoul-based private label formulation and product development company Bonne Co., Ltd. – launched Touch In Sol because he “saw a lot of interesting technologies, packaging and formulas from our suppliers and partners and wanted to demonstrate what Korea had to offer outside of just BB Cream.”

The brand, which launched online in Korea in 2012, is now available in more than 14 countries through retailers such as Olive Young, Watsons, Sasa and E-mart and sold on websites that include 11st, and Gmarket. Targeting Millennial women, Touch In Sol offers 150-plus items in a lineup comprised of cleansers, sun care, makeup and brow products ranging in price from $8 to $50.

“As we’re still new to the U.S., our marketing strategy is primarily focused on brand building and driving awareness to our retail partner, Sephora. We’ve been focusing on media relations and are now expanding into a push on social media, participating with programs such as ipsy and and partnering with a series of vloggers,” said Sean.

Examples include working with ipsy to participate in a Glam Bag and content creation by the site’s community. The brand plans to use Poshly’s platform and partnership with People magazine for e-blasts, direct mailings and giveaways to its community. Additionally, Touch In Sol continuously connects with bloggers to create content, reviews, giveaways and takeovers of social media platforms. Sean explained that the brand has approached its launch in the U.S. by focusing more on Instagram, Twitter and Facebook, “which aren’t heavily used in most of our major markets,” he said.

In May, additional products – which include Technicolor Lip & Cheek Tint, Style Neon Super Proof Gel Eyeliner, Feel Like Honey Moon Skin Base, Paper Pusher Stretch Fiber Lengthening Mascara and One Second Vivid Lip Crayon – debuted on The brand is also introducing several of its brow products in-store and on this month.

Touch In Sol is in the Sephora Favorites section for mascara. It will be launching in a new Brow Zone that will be an end cap, and will also have additional offerings in the Beauty on the Fly section, explained Sean. He added, “While [Touch In Sol is] still new to the U.S. market, we’ve seen interest grow significantly, which has translated into sales.”

Sean has also recently launched four brands with distribution in Asia that include Miracle Island, a range of personal care products formulated using natural and organic raw materials; Stage Q, a line of professional cosmetics developed by makeup artists; Medisol, a skin care line crafted to provide solutions for troubled skin by a team of dermatologists, aroma therapists, estheticians and skin care experts and Color Bucket, a trend and color-focused mass brand that targets Generation Z and young Millennials.

Over the next year, Sean is “primarily focused on the U.S. and China, building brand awareness, adjusting product offerings, and getting to know the local tastes and trends to gain a strong foothold in these key markets.” As for the five-year plan, the goal is to increase sales and brand awareness globally, secure the brand’s position in existing markets and continue to explore new and emerging markets such as South America, Eastern Europe and the Middle East.