Proving that customized beauty is red hot, Eyeko launched on October 1 a new mascara bar at Saks Fifth Avenue’s flagship store in Manhattan as part of the retailer’s Beauty On 5 initiative, one that blends beauty with contemporary designers. The bar is debuting the brand’s bespoke mascara service to the US.
The British-born beauty brand that focuses squarely on the eyes joins beauty brands Trish McEvoy and Blink Brow Bar on the fifth floor. As for the newest curated service, Eyeko saw a need for customized mascara that caters to a person’s unique lash needs and lifestyle.
The bespoke service runs about 15 minutes and partners a customer with a mascara editor, who takes her through Eyeko’s current ‘mascara wardrobe’ (mascara’s are meant to layered, like clothing, according to the brand), which includes countless different formulas for lengthening, volumizing, darkening and hydrating, to name a few. Depending on what’s important to the consumer—and what she expects of her eyelash outcome—the editor blends a version just for her and fills it in a tube. A variety of 10 different brushes (to start) are also tested to see what version is preferred.
“It’s not us telling the consumer what she needs, it’s her telling us what she wants and her looking in the mirror and saying how she wants her lashes to look,” said Nina Leyland, founder of Eyeko.
The service costs $45, and of course includes the mascara, which is packaged in a gift box that is monogrammed with a customer’s initials on the spot. It also comes with a lash comb. A consumer’s details are kept on file for her next visit or to call/email for refills.
Founded by Nina in 1999, the brand “started with the mission to create the perfect mascara,” she said. Nina even upped the ante in terms of packaging with a squeezable seven-layered aluminum tube so consumers can get out the very last bit mascara.
“Traditional mascaras just dried out too quickly so we reinvented the packaging with a squeezable tube. You also never have to pump the wand, which dries out the formula,” Nina said.
In addition to mascara and liners, Eyeko also makes brow items (Brow Magic Brow Boost, Brow Liner and Brow Gel) and eye shadow (Me and My Shadow.)
Nina said the bespoke concept launched in Harvey Nichols in April and has been very well received.
“We all want that personalized service, that’s why you’re seeing the rise of the niche brand,” Nina said.
Eyeko is sold in Nordstrom and SpaceNK. Nina is planning mascara bars for additional Saks locations in 2016.