Alexa Chung has been called a lot of things in her 30 years. Beautiful is one word that springs to mind; global style icon has been thrown around, and of course she is a model, photographer, fashion muse, and fashionista. Her newest role is as Creative Consultant for Eyeko, the quirky indie British eye themed makeup brand launched in 1999 by Max and Nina Leykind.
Alexa’s first limited edition collection for Eyeko has already been lauded as a brilliant success on both sides of the pond. It is made up of just mascara and eyeliner in jet black to duplicate her signature feline flick look. While the thought of emulating Alexa’s homage to the 1960’s surely appeals, most of us need more than a dab of mascara and eyeliner to get there.
We love the Eye Do Mascara ($26). It comes in a little silver tube with a huge brush and goes on very thick and lasts really well. It also promises to condition your lashes and promote growth while you have it on for an added bonus. Ingredients include ginkgo biloba, shea butter, vitamins, antioxidants, and botanical proteins. It takes a bit of work to get it off, however; but it is manageable.
The Eye Do Liquid Eyeliner ($19) is not exactly idiot proof but easier than many others we have tried. There is a little learning curve but when you get it right, it is well worth the effort and looks amazing. The tip is thin enough to give you the control needed to draw smooth curvy lines, and it is waterproof so it stays in place.
This look is sexy, it makes your eyes pop, and will get you noticed, but it’s not for every girl. In fact, if you have a normal job like a lawyer, stock broker, or marketing director, you may have to save this duo for evening wear only. It is very dark black—called carbon or pitch—and can be slightly overpowering, especially if you are not blessed with the fresh bold style of Alexa.
The packaging is fun, upbeat and clever. Alexa is credited with the design of that as well. I was excited to open the tube to see what was inside.
At $45 for the set, it’s a great value and delivers on all of its promises. A lot of diehard Eyeko fans will probably be campaigning hard for this to become part of the permanent collection.
We can’t wait to see what will be coming out next from the Eyeko-Chung collaboration.