Eye on the Prize
Upon hearing that Alexa Chung—street-style star, deejay, and contributing editor at British Vogue—was a fan of their Skinny Liquid Liner, Eyeko founders Max and Nina Leykind met up with the cat-eye obsessed Brit at a coffee shop in East London. After hours spent talking and doodling ideas on a napkin, the indie cosmetic masterminds and Chung (whose new book, It, boasts an eyeball on its cover) decided to collaborate on a limited-edition set of eye makeup. We got the scoop from the Leykinds and an exclusive first look at the new liner, which is launching at Selfridges in November, followed by Space NK in the U.K., and making its debut stateside at Sephora in December.
Can you tell me about what’s up next for Eyeko?
We’re excited to be launching our first limited-edition Eyeko Alexa set featuring Eye Do Liquid Eyeliner and Eye Do Mascara. With the Eye Do Liquid Eyeliner, you can expect our blackest liner yet, fully waterproof even on the waterline and so easy-to-use it won’t drag even over eye shadow, and it helps lashes [appear fuller and thicker]. Alexa is very keen on products with multiple benefits, as are we. Our mascaras are all paraben-free and conditioning, and with Alexa we’ve taken that ethos to the max in creating a new mascara packed with vitamins, botanical proteins, and lash-enhancing ingredients.
Where did your inspiration for the set come from?
We looked at our best-selling Eyeko Skinny Liquid Eyeliner—which is Alexa’s favorite liner—to create her signature cat-eye and thought about how we could improve it. We encouraged Alexa to put her own stamp on the products—giving her free rein to design the artwork and look of her first set with Eyeko. It’s very much about how to create Alexa’s sixties-inspired eye look. It’s a question she’s so often asked, and this set explains it all—in pictures!
What makes these eye products different from what we’ve already seen from the brand?
Eye Do Liquid Eyeliner is a game changer because eyeliner pens have never been able to achieve this level of efficacy, pigment, and durability before. The mascara features a new multi-action brush with a formula that works like magic, and of course it will come with the Eyeko Shield [a guitar pick-like contraption that is gently pressed along the lash line to prevent mascara smudges], and that too will be a limited-edition Alexa design.
Do you ever plan to branch outside of eyes/brows? If so, what area of the face would you like to take on next?
We’re all about the eyes! That’s our focus. We love that Alexa tweeted “Very happy to announce I am now working with eyeball decorators extraordinaire Eyeko.”
Aside from using Eyeko products, what is the key to Alexa’s winged look?
Because Eyeko Skinny Liquid Eyeliner is a pen, she can do that perfect cat-eye without even looking in a mirror!
What are your predictions for the eye looks/trends we might see on the Spring 2014 runways?
Our sixties-eye obsession is still going strong. Graphic liner, monochrome, or embellished with touches of gold and pearl. I love that grunge luxe aesthetic, too—mixing an earthy lid with a touch of mascara and a fuller brow. Fashion changes, but we feel classic eye looks remain timeless. We look at continually improving products and creating new must-owns. Right now we’re developing a mascara you can wear in space. Sometimes Alexa will say that we’re too ahead of our time and people aren’t ready for that yet, but you know, space travel isn’t actually that far off!
We’re poised for liftoff.
— Amber Kallor
Photos: Courtesy of Eyeko