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Published May 9, 2018
Published May 9, 2018

The Hut Group continues its beauty expansion with the acquisition of British indie cosmetics brand Eyeko, known for its innovation in eye products.

WHO: Eyeko was founded in 1999 by husband-and-wife team Max and Nina Leykind, and is best known for its eye products, including mascaras, brow gels, and liquid liners. Four years after founding the label, Alexa Chung was signed 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. Today it has an international reach, and is sold in the US, Australia, and Europe, as well as through The Hut Group-owned Last year, The Hut Group acquired Illamasqua, ESPA, Glossybox, and beauty retailer RY.

WHY: The deal is said to represent further strategic investment in The Hut Group’s international beauty offering.

IN THEIR OWN WORDS: Matthew Moulding, Founder and CEO 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 maximizing Eyeko’s unique offering across the globe through our world-class e-commerce platform, THG Ingenuity, and our global marketing infrastructure.”

Nina Leykind 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 The Hut Group’s digital and marketing expertise, and expect great things for the brand.”


  • The Hut Group acquired UK cosmetics brand Eyeko.
  • Terms of the deal were not disclosed.
  • 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.

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