December 2, 2020

Eyeko Poised to Launch in Continental Europe

PARIS — Eyeko is poised to make its mark on continental Europe starting Wednesday, when the British indie cosmetics brand launches its Bespoke Mascara service there for the first time, in Sephora’s flagship on Paris’ Champs-Élysées, which will also carry the label’s full line.
The bespoke service allows customers to choose from more than 100 combinations of formulas, colors and brushes to create a mascara tailored to their lashes. It sells for 32 euros.
Nina Leykind, who founded Eyeko with her husband Max in 1999, told WWD: “We want to bring the whole line direct to consumers…to reach everyone throughout Europe.”
After Sephora’s Paris flagship, the brand will roll out to the beauty seller’s 750 doors in continental Europe, which are also to carry a 4-ml. travel-size iteration of three different Eyeko mascaras — Sport Waterproof, Lash Alert and Black Magic — in the retailer’s Beauty to Go section.
While Leykind wouldn’t discuss sales, industry sources estimate that the launch in Sephora Europe plus the rollout of Eyeko’s Bespoke Mascara counters in the Middle East, starting in October, will double the brand’s sales overall in the next 12 months. Annual retail revenues are pegged at more than 10 million pounds, according to the sources.

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