Online Exclusives

Bright Eyes

By Melissa Meisel, Associate Editor | February 24, 2014

British beauty brand bets on mascara and eyeliner as leading products.

Inspired by Twiggy and other British style icons, London-based Eyeko has created makeup that helps the user achieve mod looks—think dark liner, long lashes and dramatic pops of color. Now, the coveted cosmetic company is linking up with English television presenter, model and British Vogue contributing editor Alexa Chung for a new launch sold at Sephora and online at Sephora.com.

The  Alexa Chung for Eyeko Limited Edition Eye Do Mascara & Liquid Eyeliner Set ($39.50) promises to create the perfect cat eye, Chung’s go-to beauty look. Each kit comes in an oversized poster tube complete with a limited edition poster too. The kit include an Eye Do Liquid Eyeliner, which is waterproof; as well as an Eye Do Mascara, designed to promote thicker, longer-looking lashes.

Eyeko, founded in 1999, is the product of husband and wife duo Nina and Max Leykind. According to the company, the two beauty industry veterans combined forces to start a brand that paired cool products with unforgettable packaging. Their first product, an eye cream that came in a pink and blue tub, landed in the hands of Kylie Minogue. The singer raved about its ability to make her skin glow, and Eyeko catapulted to fame.

Now favored by stars and celebrities like Jennifer Lawrence, Adele and Salma Hayek, Eyeko has garnered admiration from stars and makeup artists alike. In the short time since its launch, Eyeko has become the fastest growing mascara brand in Harvey Nichols London, while stateside, it has become a top selling eyeliner brand in Sephora.

According to Nina Leykind, “We all have our thing that makes us feel confident like Alexa with her eyeliner and for me it's mascara. Focusing on eyes as a business made a lot of sense to us because there are so many mascaras out there claiming to do this that and the other but very few that actually work.”

Leykind told Happi.com that 10 years ago, she made it her mission to create the perfect mascara, working on every aspect from the squeeze tube to ensure there's no waste to the long-lasting conditioning formulas and hand-finished bristle brushes that give women dramatic effects packed with botanicals that provide long-term lash care.  

“Offering a tight edit of products has proved popular with retailers and customers alike making Eyeko the trusted authority on  mascaras and eyeliners that really work,” she explained.
 

Eyeko is currently a global brand and available in all Sephora stores in the US as well as live on air on HSN. Future plans for the company include “creating the best products for eyes that are easy-to-use, long lasting and kind and ensuring every girl’s makeup bag is loaded with Eyeko!”

 

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