Blending eyeshadow, defining eyes, volumising lashes — dressing up peepers, not to mention symmetric brow grooming, can be an ordeal for make-up beginners, but the time and effort do pay off in the form of transformation.
“The eye zone is so important because that’s where the transformation happens, and we want to simplify the make-up process with our easy-to-use products,” said Max Leykind, Eyeko’s co-founder, who along with his wife/business partner were in Bangkok recently to introduce their beauty arsenal.
Founded in 1999, the London-based brand specialises in mascara, eyeliner, eyeshadow and brow make-up, retailing exclusively at Sephora stores.
“We started selling cosmetics through e-commerce. We then focused our energy, money, time and R&D on developing products in this make-up category, which allows us to become an authority on the eye zone,” said the American entrepreneur. Eyeko has become synonymous with zero-waste squeezable mascara, with a collection that includes Black Magic with a curved helix brush; Rock Out & Lash Out with a guitar-shaped brush; and Skinny Brush with its wand designed to grab and extend even the shortest lashes.
“Women are demanding more from a mascara — they want a dramatic effect achieved quickly; they want it to be easy to remove; they want it to have staying power; and they want lash-growing formulas,” he said. “We considered these needs in developing our products. Furthermore, we now offer custom-made mascaras available in the UK, Hong Kong, and Taiwan.”
A winning mascara is a combination of the brush, the tube, and the formula inside, he added, and how they work together to create standout lashes.
Eyeko founders Max and Nina Leykind.
His British wife, Nina, was a dissatisfied cosmetic junkie who wanted to reinvent mascara, which resulted in the squeeze tube rather than a rigid cylinder.
“You never know when it runs out, and 20% is actually wasted,” she said, “since it dries out. You’re always scraping the barrel, then you start pumping the tube, which is very unhygienic, allowing microbes into the formula.”
Eyeko’s innovative tube ensures that the formula stays fresh and never dries out, while you can squeeze out every last drop of the conditioning mascara enriched with keratin, shea butter and pro-vitamin B, as well as antioxidants and botanical ingredients.
“Regarding colour, a black mascara is preferred even though we have them in brown and blue. And we’re very obsessed about making it as black as possible,” she said.
Eyeko mascaras are equipped with hand-finished bristle brushes that allow better lash-styling compared with plastic brushes.
“When you do your hair, you wouldn’t use a comb to get volume, would you? Likewise, a bristle brush works much better in building curl and volume for lovely lashes,” she added.
Instead of using one wand, mascara layering with two or more formulas may be recommended to maximise length, thickness and curl, and to lift lashes. Each mascara is also accompanied by an Eyeko shield — a lid guard designed to minimise smudges that can ruin previously-applied eyeshadow.
Eyeliner pens are capable of more than drawing a sleek cat-eye, as the treatment formula helps promote lush lashes after 15 days of use. The twist-up Me & My Shadow pen functions both as a liner and eyeshadow, with the built-in blending brush a tool for quickly creating smokey eyes.
The product range extends to brush-on fibres, styling gel and shaping liner to bring out your best brows.
“You can’t leave the brows undressed and still achieve the transformation,” she said. “Like the mascaras, brow products contain conditioning and thickening ingredients for fuller-looking arches.”
This source first appeared on Bangkok Post Lifestyle.