From squeezy mascara tubes to speedy cat’s eye enabling liners, Eyeko has been at the forefront of liner, mascara and brow innovation since its launch in 1999 and remains a sellout makeup brand in the likes of Space NK and online. Of course a woman cannot live by mascara alone and Eyeko founder Nina knows a thing or two about snapping up innovative K beauty products or cutting corners in Boots and then combining her buys with her beloved statement liner and lashes. Here’s a glimpse of her beauty receipts and habits…
GTG: Do you prefer to shop on or offline for beauty, and why?
NL: “How I shop definitely depends on the brand I’m after. For instance, I love Nuxe tinted moisturisers but they aren’t stocked in many London stores so I shop for them directly online. Generally I buy most of my beauty products on my travels. We’ve just launched our Bespoke Mascara Service exclusively at Sephora Champs Elysees in Paris so every time I go in there I see something I just have to have.
I just picked up the Fenty Invisimatte Blotting Paper , £13, which remind of a similar product I launched 15 years ago. I probably buy most on my trips to Korea and Hong Kong- I always stock up on heaps of products from local brands. Despite having worked in beauty for the past 20 years I never tire of shopping for makeup!”
GTG: Which shops or sites do you buy your beauty products from?
NL: “Selfridges, Net-a-Porter, Space NK and ASOS are all great one stop shops for me.”
GTG: What was your most recent skincare purchase?
NL: “I got a Belif travel set on my last trip to California- it’s a great Korean skin care brand. I also really love that Sephora stock the travel sizes and minis that entice you to try new things. I’m excited that we’ll be launching our travel-size mascaras throughout Sephora Europe soon. Getting the opportunity to try lots of products means you can establish what you really love.”
GTG: You have £500 to spend at a beauty counter. Which one do you choose and why?
NL: “Does anyone solely shop from just one brand now?! I’ll choose fragrance and go with Byredo. I’m obsessed with Blanche , it smells so clean and I love the travel atomiser as well as the hair fragrance.”
GTG: Have you ever had your makeup done at a makeup counter? Which brand/why and what did you think of it?
NL: “Years ago I would go to Shu Uemura and have individual false lashes applied for a night out. I’m really sad that they’re not in London anymore as it’s still one of my favourite brands.”
GTG: What would be in your Boots shopping basket?
NL: “ Simple Facial Wash Gel , £2.53, - I use it in the shower because it’s the best for removing everything (apart from waterproof mascara) without irritating my eyes or skin. I also use St Ives Blemish Fighting Apricot Scrub , £4.19, everyday because I love that squeaky clean skin feeling.”
GTG: What’s your favourite budget beauty buy?
NL: “ Tea tree oil for any random breakouts and Evian Water Spray , from £2.56, as a makeup setting spray.”
GTG: And the most expensive?
NL: “ La Mer The Mist , £60. It’s so hydrating and really gives my skin a boost. I never travel without it.”
GTG: What beauty products do you stock up on in your supermarket shop?
NL: “ Original Source Tea Tree Oil and Mint Shower Gel , £1, sets me up for the day as I’m definitely not a morning person! That and a swipe of Eyeko Lash Alert Mascara , £19, to wake up and go.
I also love Neal’s Yard Remedies Citrus Hand Wash , £12.50, because it smells good and the blue bottle is very ‘Eyeko’. Clairol Nice n Easy Root Touch Up , £4.99, is also an essential to sort out my grey!”
GTG: Where do you get your hair done?
NL: “Locally. I wear my hair long because it’s low maintenance. I love blow dries and will go for one wherever I happen to be in the world. Bangkok is the best because blow dries there are so cheap (around £8). If that were the case here I would go everyday! Otherwise, if I was making more of an effort, I would go to George Northwood’s salon for sure.”
GTG: Any other beauty services you regularly book in for?
NL: “Mani pedis, always! I also get a gel manicure every now and again and have a little eye illustration on my ring finger. I’m looking forward to going to WAH nails for some full on eye nail art soon. I use the Treatwell and Urban Massage apps for massages, which I try to book in regularly.”
GTG: What’s next on your beauty shopping list?
NL: “Candles are always on my shopping list. I love a brand called Kerzon , particularly the candles named after French gardens. Closer to home, Primrose Hill Candles are perfect for gifting.”