Eyeko's Bespoke Mascara

LONDON — Eyeko, the British cosmetics label that specializes in mascara and eye makeup, has announced the appointment of Justin Fullerton as its new chief executive officer.

Fullerton started his career with Jo Malone in 1998, spearheading the brand’s launch in North America, as well as its acquisition by Estée Lauder. He then went on to work as Benefit’s county general manager for Australia and focused on growing the brand’s retail sales in the region.

Eyeko founders Max and Nina Leykind said that Fullerton’s expertise is what the company needs to take Eyeko to the next level.

Fullerton said he plans to focus on growing the label’s core mascara business. “Eyeko is a confident, free-spirited makeup brand with its authentic London style blended with the best of Korean technology. I see it becoming the default mascara brand for every woman,” he said.

Eyeko focuses exclusively on eye makeup with its product range including mascara, eyeliners, eyebrow gels and eye shadows. Last year it debuted a bespoke mascara range in London’s Harvey Nichols, which allows customers to choose from 100 combinations of colors, formulas and brushes to create a product tailored to their lashes.

Fullerton’s new role is effective immediately and he will report directly to Max and Nina Leykind.