Hut Group buys specialist eye makeup brand

By Lucy Whitehouse contact

- Last updated on GMT

Hut Group buys specialist eye makeup brand
The Hut Group (THG) did not bat an eyelid in commiting to its most recent acquisition.

One of the world’s largest online beauty and wellbeing businesses, THG has been on a spending spree in the recent period, and has announced that Eyeko, a specialist eye cosmetics brand, is its latest acquisition.

THG is Europe’s largest retailer of premium beauty products – including MAC, Bobbi Brown, Estée Lauder and Lancôme – through​.

It also now owns several luxury beauty brands including ESPA, Mio Skincare, Mama Mio, Grow Gorgeous, Illamasqua and GLOSSYBOX.

Wholly-owned offering

The acquisition of Eyeko, following the acquisitions of Illamasqua, ESPA and GLOSSYBOX last year, represents a further strategic investment in THG’s wholly-owned international beauty offering.

Known for mixing a British brand heritage identity with the innovation of k-beauty trends, Eyeko is recognised for its portfolio of mascaras, liquid liners and brow gels, and for its established following of beauty editors, makeup artists and online influencers.

On the acquisition, 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.”

Why Eyeko?

Moulding explains that Eyeko has built an industry reputation that THG was keen to bring on board.

“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,” ​he says.

“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.”

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