The Hut Group (“THG or the “Group”), one of the world’s largest online Beauty & Wellbeing businesses, announces the acquisition of Eyeko, the specialist eye cosmetics brand.

Founded in 1999 as a multi-category make-up brand, Eyeko later evolved into an award-winning leader in eye products, after its founders Max and Nina Leykind saw a gap in the market for high-performance eye products.

Renowned for its innovative, high quality mascaras, liquid liners and brow gels, Eyeko takes it British heritage and utilises Korean expertise to deliver an innovative range of products. It also boasts a strong cult following from a host of editors, make-up artists and influencers worldwide. High-profile ambassadors have included Alexa Chung, who previously worked with Eyeko as a creative consultant.

Eyeko products are stocked in multiple countries including the UK, US, Australia and also Europe through notable retailers such as Selfridges, Space NK, Ulta and Sephora. The brand is also available direct to consumers through eyeko.com and THG-owned lookfantastic.com.

The acquisition represents a further strategic investment in THG’s international Beauty offering. THG is Europe’s largest retailer of premium beauty products – including MAC, Bobbi Brown, Estée Lauder and Lancôme – through Lookfantastic.com, and also owns a host of luxury beauty brands including ESPA, Mio Skincare, Mama Mio, Grow Gorgeous, Illamasqua and GLOSSYBOX.

Matthew Moulding, Founder and Chief Executive Officer of The Hut Group, said: “Eyeko is a great addition to THG’s portfolio of brands, with a strong positioning within the cosmetics market.

“Its high-quality, innovative products are built on years of industry experience and the brand is renowned across numerous territories including the US and UK. We look forward to maximising Eyeko’s unique offering across the globe through our world-class e-commerce platform, THG Ingenuity, and our global marketing infrastructure.”

Nina Leykind, Founder of Eyeko said: “I am delighted with this acquisition, which is taking Eyeko into a truly exciting future. We’re extremely proud of what we’ve accomplished to date and now look forward to seeing The Hut Group take Eyeko to even more customers worldwide.

“I’m confident in THG’s digital and marketing expertise and expect great things for the brand.”

This investment follows the acquisitions of Illamasqua, ESPA and GLOSSYBOX last year, adding to THG’s roster of wholly-owned brands.

The Hut Group was advised by Richard Harding and Steven Kingham of EY, Jeremy Millington and Chris Letters of Gowlings and David O’Leary and Ben Hacking of Deloitte. Eyeko was advised by Tim Leach of Baylor Klein and Paul Medlicott of Addleshaw Goddard.