I’ve been getting this mascara from Olive Young since 2018. And every single time a Western friend visits Seoul and asks me to take them shopping, they always end up buying this one — sometimes two.
In the US, it’s called the ETUDE Curl Fix Mascara. In Korea, we call it the 래쉬펌 (Lash Perm). That name is not just marketing — it tells you exactly what this mascara is trying to do: mimic the effect of an actual lash perm salon treatment, which is huge here in Seoul right now. And for a $12-ish mascara? It gets surprisingly close.
I’ve tested this through Seoul summers (humidity above 80%, monsoon rain that feels personal), Korean BBQ smoke, and back-to-back long workdays. Here’s what I actually think.
Quick Verdict: ETUDE Curl Fix (Lash Perm) Mascara
|
What I Love
• Holds curl for a legit 12+ hours |
Things to Know
• Waterproof formula needs an oil cleanser to remove |
| For | Skip If |
|---|---|
| Straight lashes that won’t hold a curl | You want intense drama + volume |
| Humid climates / gym / long event days | You skip oil cleanser in your routine |
| Natural “my lashes but better” look | You prefer fiber or tubing formulas |
Why Is This Called “Lash Perm”? (The Seoul Context Most Reviews Miss)
Here’s the detail no Western review ever explains: in Seoul, lash perms are a regular beauty appointment. Salons charge ₩30,000–₩60,000 ($22–$45) to semi-permanently curl your lashes using a chemical process — think of it like perming your hair, but for your lashes. The effect lasts 4–6 weeks.
When ETUDE launched this mascara in Korea, they specifically named it 래쉬펌 (Lash Perm) because that’s the beauty ideal every Seoul woman already understands: lashes that look like they’ve just come out of a lash perm appointment, no curler needed, that stay curved all day.
In Western markets, they rebranded it to “Curl Fix” — which is fine, but it strips away the cultural context that explains why this formula was engineered the way it was. It’s not just a curling mascara. It’s a Korean woman’s answer to “how do I keep salon-perm results going between appointments?”
That context matters for how you apply it: if you go in with the same technique you’d use with a standard mascara, you’ll get average results. The way Koreans use it (which I’ll walk through below) is a bit different.
ETUDE Curl Fix Mascara Review: What 8 Years at #1 in Korea Actually Means
Eight consecutive years as Korea’s #1 curling mascara. That includes Olive Young Awards 2021 and Glowpick’s curling mascara category #1. Before you assume that’s just brand marketing: Korea’s beauty market is genuinely brutal. Consumers here switch brands constantly, leave detailed reviews on Hwahae (화해 app — think Skincarisma but Korean and obsessively granular), and have zero loyalty to a product that doesn’t perform. When something holds the #1 spot for eight years, it’s not PR spend. It’s performance.
The mascara has 4.1 stars on Amazon with 130+ reviews, but honestly that undersells it — most of its review volume is on Korean platforms where it consistently scores 4.5+. The Western audience is still catching up to this one.
The Square “Catch Bending” Brush
Most mascaras use a round or slightly oval brush. ETUDE’s signature move here is the square-edge brush — they call it the “Catch Bending” brush. The square edge creates a horizontal platform that catches lashes from the root and lifts them in one upward stroke. Round brushes tend to coat lashes; square brushes tend to catch and curl them.
In practice, this means: instead of wiggling the wand back and forth (which coats), you press the flat edge against your lash line and draw upward. One stroke, hold for 2 seconds at the tip. That’s the technique Korean makeup artists teach, and it’s the reason so many people think this mascara “doesn’t work” — they’re using the wrong motion for the brush geometry.
24-Hour Curl Hold — Tested in Seoul Conditions
It was the first Friday of July last year, about 11 AM, and I was already sweating through my shirt at Hongdae Station. The kind of humidity where your hair puffs and your sunscreen slides. I’d put this mascara on at 7 AM — no primer, no lash curler, just the ETUDE Curl Fix applied in two coats. At 11 PM, after dinner at a 고깃집 (Korean BBQ — steam, smoke, you know the drill), I checked in the restaurant bathroom mirror. Curl: still there. Zero panda eye situation.
That’s the Seoul test. If something survives a Korean summer BBQ dinner, I’ll believe any other claim on the label.
How to Use ETUDE Curl Fix Mascara the Korean Way
Standard Western application doesn’t fully unlock this mascara. Here’s the Korean technique:
- Skip the lash curler (optional, but the formula is designed to do the curling for you)
- Press the flat square edge at the root — don’t start mid-lash
- Draw straight upward, pulling the wand toward the ceiling, not outward
- Hold at the tip for 2–3 seconds — this sets the curl while the formula is still warm
- First coat: root-to-tip. Second coat: tips only (adds length without clumping)
If you curl before applying, press the curler while the mascara is still wet — it bonds the curl into the formula, not just into the lash shape.
Does ETUDE Curl Fix Work for Straight, Hard-to-Curl Asian Lashes?
This is actually the question this mascara was built to answer. Korean lashes are — and I say this as a Korean woman — famously straight. Heavy. They point downward, not outward. Most Western mascaras are formulated for lashes that naturally have some curve already. ETUDE engineered this specifically for lashes that actively resist curling.
The formula uses a film-forming polymer that essentially creates a rigid structure around each lash, maintaining the curl you set during application. It’s similar to the chemistry behind hair gel, applied at a micro scale. Once it dries (about 60–90 seconds), the lash shape is locked in. That’s what “Lash Perm” refers to chemically, not just aesthetically.
In my experience: if you have pin-straight lashes that fall immediately after curling, this genuinely helps. If your lashes already have some natural lift, you’ll get a polished, defined look but maybe not a dramatic transformation.
ETUDE Curl Fix vs. Other Curling Mascaras: Real Numbers
| Mascara | Curl Hold | Smudge Resistance | Volume | Price |
|---|---|---|---|---|
| ETUDE Curl Fix | 12–24 hrs | Excellent | Light–Medium | ~$12–14 |
| Clio Kill Lash Superproof | 8–12 hrs | Excellent | Medium–High | ~$17 |
| Maybelline Sky High | 4–8 hrs | Good | Medium | ~$10 |
| L’Oréal Telescopic | 4–6 hrs | Fair | Low–Medium | ~$11 |
Bottom line: if curl retention is your primary goal, ETUDE Curl Fix outperforms Western drugstore options in my experience — and at a similar price point. If you want heavy drama and volume, Clio Kill Lash is the K-beauty choice for that.
Get the ETUDE Curl Fix on Amazon →
The Waterproof Formula Controversy: Does It Smudge or Break Out?
The most common complaints I’ve seen online are:
“It smudged under my eyes after 4 hours.”
Likely cause: you’re using an oil-based moisturizer around your eyes, or your skincare isn’t fully absorbed before application. Waterproof formulas bond to dry lash surfaces. If there’s residual oil on your lashline, the formula doesn’t adhere properly and starts to slide. Fix: let your eye cream fully sink in (10+ minutes), then apply.
“It’s hard to remove.”
Yes, it is — and that’s the point. The same film-forming polymers that hold your curl for 12 hours don’t dissolve in water. You need an oil-based cleanser or micellar water. I use a cleansing oil first, then gentle foam. If you’re already double-cleansing (which you should be with any waterproof formula), this isn’t extra effort — it’s just the routine.
“Did it break me out?”
This isn’t a common complaint with this mascara specifically. The formula is vegan-certified and free from common irritants. If you’re getting milia or small bumps along your lashline, it’s almost certainly the removal method — not the mascara itself. Rubbing dry is what causes irritation and lash loss, not the formula.
The 1+1 Set Value: Is It Worth Buying Two?
On Amazon, the ETUDE Curl Fix is sold as a 1+1 set (two mascaras) — which is actually how Korean brands often sell this product during promotions on Olive Young. The 2-pack price works out to a pretty decent per-unit cost, and mascara has a shelf life of about 3–6 months once opened, so using both within a year is realistic if you’re a daily mascara person.
Alternatively: share one with a friend, give it as a gift (this is what my visiting friends end up buying to take home), or keep the second as backup. Stocking a backup isn’t a Korean concept — it’s just practical when you find something that works.
Is ETUDE Curl Fix Mascara Worth It? My Honest Take
Yes — with one important caveat. This is specifically the best drugstore mascara for people with straight, heavy lashes who want a natural curl that stays. It’s not the right pick if you want volume and drama. For that, grab the Clio Kill Lash.
What I keep coming back to is this: on the days I skip the lash curler (which is most days, because I’m running late and the curler is one more thing), the ETUDE Curl Fix still gives me enough lift that I don’t look tired. That’s the real-world value. Not the 24-hour curl claim in a lab — just the practical reality that my eyes look awake before my first coffee.
For the price point and the track record in the Korean market? I’d recommend it without hesitation, especially for Western buyers who haven’t found a curling mascara that actually holds.
Shop ETUDE Curl Fix (1+1 Set) on Amazon →
Frequently Asked Questions
Is ETUDE Curl Fix the same as Lash Perm Mascara?
Yes — same formula, different name. In Korea it’s sold as the “래쉬펌 (Lash Perm) Mascara.” For Western markets, ETUDE renamed it “Curl Fix.” The product and formula are identical.
Can I use this without a lash curler?
Yes, that’s the idea. The square brush and film-forming formula are designed to curl as you apply. Most Korean users skip the curler with this mascara. If you have very stubborn lashes, you can still use a curler first — just apply the mascara while your lashes are still bent from the curler.
Does ETUDE Curl Fix work on monolid eyes?
Yes, and it’s particularly popular among Korean and other East Asian users with monolid eyes precisely because it lifts straight lashes upward rather than outward, which creates visible definition on monolids.
How do I remove it properly?
Oil-based cleanser first — apply, massage gently, let it break down the waterproof formula, then rinse. Do not rub dry — that causes lash fallout. Double-cleanse with a gentle foam after.
Is the 1+1 Amazon set the same formula as the Korean version?
Yes. The formula is the same. The packaging is in English for international markets but the mascara inside is identical to what’s sold at Olive Young in Korea.
Disclosure: This post contains affiliate links. If you purchase through my links, I may earn a small commission at no extra cost to you. I only recommend products I’ve personally tested and trust. Read my full disclosure policy.