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THE SUNDAY TIMES STYLE - BESPOKE

"CUSTOM EYES

If you can’t afford couture, how about bespoke mascara prescribed by your own lash stylist?
Edwina Ings-Chambers talks to the couple behind the latest line in personalised cosmetics

“It started with wanting to create the perfect mascara,” says Nina Leykind, one half of the married couple behind the eyes-only make-up brand Eyeko.
“We have about six mascaras in our core range, which is quite a broad offering. Which one is best is a subjective thing, but so important, because I think mascara is the linchpin of all make-up.”

“So to get mascara right, you have to create a bespoke one,” says Max, the other half of the duo. “It’s about talking it to an expert - the couture compared to the ready-to-wear. Everyone is still looking for their ultimate mascara.”

It has taken the Leykinds three years to figure out how to make the offering work, but the result will be their own bespoke mascara counter, opening on March 4 in the Harvey Nichols, Knightsbridge beauty hall.

The process takes 15 minutes: “It’s all about a bespoke eye wardrobe,” says Nina. “You go into the store and meet with a lash stylist and a mascara editor.”

A lash stylist? “If you think about it, when you go to the hairdresser, you say, ‘Help, my hair’s limp,’ or ‘I want volume,’ or ‘My colour’s all wrong,’ and they sort it,” says Nina. "It’s like that. Do you want length or volume or whatever? We know one mascara doesn’t fit all so this is a personalised experience where someone is there to listen to you.” Plus, lashes, like hair, change as you get older: "They come out straighter and lose the pigment, so it’s really having someone look at your lifestyle and whether you want big,crazy lashes or something more natural that you can add to for night-time. The team will work together to figure out the best mascara for the lashes you want , but they will also give advice on lash care.”

As for the mascara itself, there will be 100 different possible combinations of formula and brushes, with more to be added later. “It’s like the Baskin Robbins of mascara,” Nina says. “Getting it right is about the combination. One doesn’t work without the other. Even if you have an amazing brush for you, if it’s put together with the wrong formula then it doesn’t work. For me, it’s definitely a bristle brush over a plastic one,”she says. “Going back to the analogy of hair, a comb will just give you flat hair, but if you get a bristle brush, you’re getting the grip and you reach right to the roots.”

At the end of your session, you will walk away with your own personalised box, housing your dream mascara, as well as a mirror and a lash comb - all for £28, compared with Eyeko’s off-the-peg mascara, which rings in at £15-£20.

It’s a speciality offering, of course, but then Max has learnt that specialising can be wise. He was on of the founders of the nail-varnish brand Hard Candy, which expanded into other make-up areas. “You would talk to buyers and they would say, ‘You should start doing eye shadows,’ and I would think, ‘But we’re a nail brand.’ We should have remained focused on that, because you can’t be good at everything.”

Specialising has another advantage when it comes to product development, Nina says. “We don’t have seasonal launches, it’s really just about however long it takes.”

What they do have is the touch of cool authority lent by their “face” and collaborator, Alexa Chung. “It’s been two years now,” says Max. “She’s very involved, really contributes, and it’s great to have someone of her calibre, who travels and sees all the best stuff and has access to so many things. She gives us amazing feedback. Sometimes she’ll advise us to keep it simple, because we can get carried away.”

The feedback they care about most now, though, is the new bespoke bar. They firmly believe that the future of beauty will involve customisation, but "so much of it is a test of execution. There are so many ideas in the world, but which ones actually get executed correctly?” says Max. “That’s always down to the customer to decide.”

Eyeko Bespoke Mascara at Harvey Nichols Knightsbridge from March 4. For an appointment, email bespoke@eyeko.com

 

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22 FEB

NEW YORK POST - ME & MY SHADOW CHARCOAL

" SMOKE GETS IN YOUR EYES
SOOTY GAZES WILL SEDUCE THIS SEASON

Back is the new black when it comes to runway-inspired eyes. Moody, kohl-rimmed peepers srood out on catwalks as spring's go-to beauty trend. At Louis Vuitton, exag Giles, meanwhile, darkened inner rims with a hint of sparkle. But the most sensual trend was a wearable smoky eye – shadowy enough to keep things alluring but not so exaggerated as to evoke a cartoon. Sonia Rykiel, DVF and Chanel all painted models' eyes with a smoldering charcoal, including strutters Georgia May Jagger, Hailer Baldwin and Kendall Jenner."

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20 FEB

GRAZIA - CHEAT SHEETS

"A treat for tired eyes
Alexa Chung loves the botanically infused and anti-fatigue Eyeko Hydrogel Patch which visibly diminishes puffiness and dark circles."

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18 FEB

WOMEN'S FITNESS - NO MORE TEARS

"Get your workout on with confidence. Eyeko Sport Waterproof Mascara was made for those super-sweaty sessions."

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16 FEB

BEAUTY MAGAZINE BEST LIQUID EYELINER 2015

"We tried so many eyeliners one thing was abundantly clear, if it's not waterproof chances are it will rub off eventually. The difference with this magic wand is that the brush tip and formula of the liner are so precise on application it's hard to make a mistake."

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09 FEB

SAG AWARDS BEAUTY

Once again, Kelly Osbourne worked the Red Carpet like a pro at the 2015 Screen Actors Guild Awards. The television presenter and fashion it-girl stunned audiences with a gorgeous cat eye by her go-to makeup artist, Denika Bedrossian.

Denika also worked with SAG nominee, Chelsea Peretti to create her old Hollywood look.


“To complement Kelly’s modern day Audrey Hepburn theme we decided to play up her eyes for a clean and elegant look. Her winged cat eye, which I created using Eyeko’s Skinny Liquid Liner, worked well to accentuate Kelly’s fluttery eyes.”
Denika Bedrossian for Eyeko

GET THE LOOK:

- Create a base using a pale pink eye shadow.
- Contour the eyelid using Eyeko Me and My Shadow in Taupe along the crease. Apply using the pencil then blend with the built-in blending brush and pad of the ring finger.
- Next, apply Eyeko Skinny Liquid Eyeliner Black starting with a thin line at the tear duct and continuing into a high dramatic cat eye tilted in alignment with the brow.
- Curl lashes with Eyeko Lash Curler to open the eye, then apply a thin layer of Eyeko Sport Waterproof Mascara for long lasting lashes.
- With the lashes volumized and curled, apply Eyeko Lash Wardrobe (corner lashes) across the entire upper lash line. To apply, brush a thin line of the unique adhesive glue to the base of falsies and hold for 10-20 seconds.
- Once completely dried, she applied Eyeko Making Eyes Automatic Gel Eyeliner in Powder Pink to the water line and topped off the bottom lashes with Eyeko Sport Waterproof Mascara.
- After the lids and lashes are completed, frame the eye by filling in brows with Eyeko Brow Liner, shape using the Eyeko Brow Gel.

 


“I worked with Chelsea’s navy dress palette and used the Eyeko’s Making Eyes Automatic Gel Eyeliner in Midnight Blue to compliment her already bright blue eyes.” 
Denika Bedrossian for Eyeko


GET THE LOOK:

- Apply Eyeko Making Eyes Automatic Gel Eyeliner in Midnight Blue along the upper eyelid. Using a shadow brush, blend out to create a smoky eye.
- Use Eyeko Making Eyes Automatic Gel Eyeliner in Dove Grey on the bottom corner lash line.
- Curl the lashes with Eyeko Lash Curler to open up the eye, then apply a thin layer of Eyeko Sport Waterproof Mascara for long lasting lashes.
- With the lashes volumized and curled, apply Eyeko Lash Wardrobe half lashes across the entire lash line. Once dry, layer the corner lashes on top of the corner lashes.
- After the lids and lashes are completed, frame the eye by filling in brows with Eyeko Brow Liner, shape using the Eyeko Brow Gel.

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28 JAN

MAKING SMOKEY EYES

Always wanted to create the perfect smokey eye? Here’s how in five easy steps.

Nothing is easier to use then Me & My Shadow for a multitude of eye looks and it was made for smokey eyes!

"I love Me & My Shadow because it's an all-in-one product that you can travel with. This is an easy-to-use crayon with a brush to blend.”
Alexa Chung

Draw Taupe across the lid and pat in with fingers then add Chocolate into the crease mid way across your upper lid in a crescent shape to elongate and make eyes appear bigger. Blend the two shades together using the brush on the other end or just smudge with fingers - yes it’s that easy! To frame your eyes use Making Eyes Pitch Black pushed into the lash line and all around the water line.

If you prefer a more daytime smokey eye skip this step altogether or just focus the liner on the upper lash line only - tight line style. Finish with 2 coats of Black Magic Mascara (curl your lashes first) on top and bottom to lift lashes and open up the eye. It’s so important to use the blackest black for stand out smokey eyes and you can’t get blacker then Black Magic.

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23 JAN