NEW YORK — Eyeko, a U.K.- based beauty brand with packaging reminiscent of Hello Kitty, has come Stateside. But while this line may appear to target teens, it actually enjoys a slightly older fan club of women aged 25 to 35....
NEW YORK — Eyeko, a U.K.- based beauty brand with packaging reminiscent of Hello Kitty, has come Stateside. But while this line may appear to target teens, it actually enjoys a slightly older fan club of women aged 25 to 35.
Eyeko’s founders are husband-and-wife team Max Leykind, who launched and ran Hard Candy in Europe, and Nina Motahar, who served as the brand’s publicist. When Hard Candy was sold to LVMH Moët Hennessy Louis Vuitton in 1999, the couple in May 2000 launched beauty Web site eyebeauty.com. They also created Eyeko, a pink-haired cyber chick who played host to the site. And when Leykind and Motahar wanted to develop one of their own products to sell on the site, they used Eyeko as their icon and created Eyeko’s Sweet Cream, a scented facial moisturizer formulated with light-reflecting particles. Motahar said developing Eyeko, which means love in Japanese, "incorporates everything we love, like Japanimation."
Over the next two years, the Eyeko line expanded into 18 stockkeeping units priced from $8 to $19. Products include Gold and Silver Glitter Sticks, which are hydrating, cooling sticks of jelly, packed with micro-glitter particles for use on eyes, lips and cheeks. Eyeko Mascara is packaged in a silver tube with pink writing. A Bubblegum pen is actually a fragrance. And, Make Out makeup palettes come in 1st Base, 2nd Base and 3rd Base. Each contains two eye shadows and a lip and cheek color. The couple plans to keep Eyeko’s product selection tight, but they will launch new color collections seasonally.
In October 2000, the brand hit stores in the U.K., such as Selfridges, Boots Concept Spa, Funky Diva and Sephora, and currently has distribution in about 250 doors. This month, Eyeko began selling in the U.S. in select Nordstrom stores and in Planet Blue in Malibu. Eyeko will roll out to additional Nordstrom doors, boutiques and department stores nationwide next year — but there are plans to keep U.S. distribution limited to about 200 doors. Industry sources estimate the brand will generate $3 million in retail sales in the U.K. next year and $1 million in the U.S.
Tricia Harvey, a cosmetics buyer for Nordstrom, said she was attracted to the brand because it is a "totally different and cute line with potential. The U.S. market needs something fresh that [consumers] ages 25 to 35 will relate to. It is a brand that fits a large age group. [Leykind and Motahar] have an edge on the market with something that’s different. They’ve got the right idea."Motahar said another appeal to Eyeko is its pricing. "Our products are 10 to 20 percent lower [in price] than other brands in our category without skimping on innovation and quality."
Next year, Eyeko will launch in France in Sephora stores.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)