Eyeko, the London-based beauty label that launched in 1999 as a quirky makeup brand with a character logo, has had a makeover. The brand’s founders, husband-and-wife team Max and Nina Leykind, have relaunched the label with a focus on eye makeup.
The edited product range comprises Eyeko mascara in three formulations and with three brushes — Eyeko Skinny Eyeliner, Eyeko Skinny Liquid Eyeliner and Eyeko Fat Eye Stick, a stick eye shadow. The mascaras, done in sleek silver packaging, are designed to offer a “mascara wardrobe,” Nina Leykind said, and the formulations are Long & Tall, with a skinny brush; Big & Bold, with a “fat” brush, and Curl & Hold, with a curved brush. The new formulations grew out of the company’s formerly best-selling mascara, Big Eyes Mascara. Leykind said the duo manufactures the products in South Korea, and the long-lasting formulations are made with glossy black pigment, shea butter and keratin. The mascaras also come with a shield, which customers can use to prevent mascara transferring onto their eyelids as they apply it. The range is priced from $14 for a Skinny Eyeliner to $19 for a mascara, and launches this weekend at Henri Bendel in New York. It also launched at Harvey Nichols in London last month.
Max Leykind said he anticipates the range, which is targeted at women between ages 20 and 35, will achieve sales of $3 million in its first year, during which time the brand will launch in the U.S., the U.K. and Brazil. And in the new iteration of the label, the couple said they plan to keep the distribution to selected retailers. “We want to still be a little gem that you feel you’ve discovered,” said Nina Leykind of the brand. “It’s important to have that niche quality.”
