Eyeko mascara

LONDON — The Hut Group has acquired the British indie cosmetics brand Eyeko. Terms of the deal were not disclosed.

The company said the acquisition is part of an ongoing strategy to further its international beauty offering and follows a series of other purchases of luxury beauty labels, including Illamasqua, Espa, Mio Skin Care and Mama Mio.

Matthew Moulding, founder and chief executive officer of The Hut Group, said that Eyeko was an appealing addition to the group’s portfolio given its specialist product offering and strong positioning in markets such as the U.K. and the U.S.

“We look forward to maximizing Eyeko’s unique offering across the globe through our world-class e-commerce platform and our global marketing infrastructure,” Moulding added.

Nina Leykind, who founded Eyeko in 1999 with her husband Max, said that the partnership is aiming at increasing the brand’s visibility to a global customer base: “I’m confident in the Hut Group’s digital and marketing expertise and expect great things for the brand,” she said.

Eyeko is best known for its eye products, including mascaras, brow gels and liquid liners. Four years after founding the label, the Leykinds signed Alexa Chung as the label’s creative consultant and brand ambassador, and she has worked on items such as Eyeko Eye Do Liquid Eyeliner and Me & My Shadow Waterproof Shadow Liners.

Last year the company set out to make its mark in continental Europe with a rollout to Sephora’s 750 doors across the region, which began with the launch of a bespoke mascara service. This was first introduced at the beauty retailer’s Paris flagship on Champs Elysées.

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