If you’re interested in beauty at all, the minute you see a shiny, silver tube of mascara, you’ll know what it is. That’s what Eyeko is all about — being uber cool and identifiable, but understated. Now, the brand started in 1999 by husband and wife duo Max and Nina Leykind, and known for its squeeze tube mascara, has made its way to Dubai. Talking to Nina, Gulf News tabloid! finds out more about the brand, and what UAE beauty lovers can look forward to.
How did the brand Eyeko come about?
Describe in three words what Eyeko is all about.
As the go-to brand for eyes I would describe Eyeko as — innovative, easy-to-use, transformative.
What are some of the products that UAE customers should keep an eye out for?
Our UAE clients who visit us in our London and Paris stores stock up on their favourites like Black Magic Mascara, which creates a dramatic blacker-than-black lash look with a clump-free finish. The tubing formula means lashes always feel soft and malleable but the colour never runs, smudges, crumbles or fades even in the heat. Black Magic Liquid Eyeliner is also a firm favourite because the precision brush tip makes it easy to accentuate your eyes for a dramatic winged look.
What is unique about Eyeko products?
We reinvented mascara with our innovative zero-waste squeezy tubes designed to allow you to use up every last drop and ensuring your mascara never dries up. You never have to pump the tube, so it’s more hygienic too.
All our mascara has built-in conditioners to promote lash growth and even our eyeliners like Eye Do Liquid Eyeliner feature Widelash, a tri-peptide to boost lash growth.
What are some of your tips and tricks to get a great eye look?
Wiggle the brush into the roots only to build volume then roll the brush and pull through tips for a clump-free finish.
Beauty trends that you love and hate.
What is one Eyeko product and one non-Eyeko product that is always in your purse?
I always have Black Magic liquid eyeliner in my bag to dress up my eyes. And lip balm. At the moment, the La Mer [one] but I love picking up lip balms on my travels in cute packaging or with interesting formulations.
If you could use only one of these — mascara, eyeliner or brow gel — for the rest of your life, which would you pick?
Mascara, of course! I love Black Magic mascara for a dramatic finish, then I top with Sport Waterproof Mascara as a top coat to hold my curl as I have really straight lashes.
What’s your beauty resolution for this year?
To step away from the tweezers and let my brows go wild. I can’t live without Brow Gel, which is serum infused to help my ‘90s plucked brows grow.
Are there any new product launches we can look forward to?
Our bespoke is a custom-made, personalised mascara service unique to Eyeko. Meet our Mascara Editors in stores who will advise and prescribe the perfect mascara custom-made for your eyes only. During a 15-minute consultation, we will ensure your lashes are matched with the perfect brush combined with a formula that meets your lash needs and desires created from a choice of over 100 combinations to help you find the perfect one. Each Bespoke Mascara is made on the spot and presented in a luxe box complete with exclusive lash comb.
- Eyeko is available at Bloomingdale’s in The Dubai Mall.
