British beauty firm Eyeko debuted its new Bespoke Mascara in London’s Harvey Nichols Wednesday. The service allows customers to choose from more than 100 combinations of formulas, colors and brushes to create a mascara that’s tailored to their lashes.

The service launched in Harvey Nichols with a new Bespoke by Eyeko mascara bar, where customers can consult the brand’s associates — dubbed eyelash stylists — about their ideal combination. The mascara retails for $35 and comes in a personalized box, decorated with a wax seal and the customer’s initials.

Following the London launch, Max Leykind, who founded Eyeko together with his wife Nina, said he has plans to roll the concept out internationally, starting with Harvey Nichols in Dubai and Ireland, in addition to the store’s location in Birmingham, England. There are also plans to eventually launch a virtual version of the service, with customers chatting with Eyeko’s consultants over a video link. Indeed, Leykind is bullish on the product’s potential, saying he expects the Harvey Nichols counter to generate more than 1 million pounds, or $1.52 million, in sales in its first year, adding that he aims to be the “number-one mascara in the store.” After the initial launch, the bar will carry Eyeko’s complete range of eye-focused makeup.

Daniela Rinaldi, group beauty buying director at Harvey Nichols, said that the launch chimes with current beauty trends. “It’s all about customization and personalization,” said Rinaldi. “The customer is absolutely king.” The launch of Eyeko’s bar coincides with Harvey Nichols’ “A Beautiful Mind” project, a monthlong initiative designed to explore what the store called “intelligent beauty.” Alongside the Eyeko launch, the store is offering services such as a beauty concierge, lipstick blending, a pop-up Chanel Rouge Coco lip color bar and a Murdock pop-up barbershop that offers whiskey tasting.

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