Swedish cosmetics brand, IsaDora, is solidifying its nationwide reach with a reintroduction to the U.S. market. Already the number one makeup brand in Sweden and top indie brand in Europe, IsaDora was available within U.S. Walgreens stores in 2005 before it withdrew from shelves in 2008. For its re-entry, the brand is partnering with Walgreens again, but this time, the products will only be available online at walgreens.com.

On Black Friday, the collection debuted with a strong assortment of 150 skus which includes lip, eye, cheek and face options. Here’s why the brand may become a favorite among American beauty consumers.

1. IsaDora will benefit from items in its assortment that capitalize on new trends, as well as its ability to turn out new products to keep up with ever-changing tastes. For example, in a nod to the unicorn trend, the brand offers a Rainbow Highlights Face Glow Prisma Wheel, which allows consumers to create the popularized multi-colored holographic look. The Swedish brand is among the first to introduce a Blush & Glow Draping Wheel pallet to help women achieve “draping,” a method of using blush and highlighter to sculpt the face. The draping trend has taken off overseas and may become the next big trend in America, ala Rihanna.

2. Transparency and sustainability are important to IsaDora, which only offers fragrance-free products. Full ingredient lists are printed directly on all products, including mascara tubes and lip colors, something rarely seen in color cosmetics packaging. Additionally, in order to decrease their ecological footprint, the brand does not house any of its product in boxes or extra packaging.

3. Available in 6,000 department stores across 40 countries including the Middle East, India and Africa, everything from the brand’s richly pigmented cheek highlighters to the colorful liquid liners are designed to work on a variety of skin tones, allowing the products to easily adapt to different markets. It’s expansive color portfolio ensures that there will be plenty of options available for women of all shades.

4. Innovative designs look to attract those interested in transformative and fun products, reminiscent of K-beauty brands. The brand’s matte lipstick is housed in a retractable twist-up pen and features a special shaped tip for precise definition of the lip contour. Additionally, its Stretch Lash Mascara features a built-in dial in the cap that can be twisted to transform the brush from long to short to customize the volume and length of the lashes.

5. It’s masstige level prices allow for accessibility. Prices start at $12 for lipstick and goes up to $25 for face pallets.