Indie beauty brand Xlash Cosmetics eyes Europe expansion and

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Started in 2012, the Sweden-headquartered indie brand provided a assortment of eyelash and eyebrow merchandise, which includes serums, mascaras and gels, with a 28-day lengthening eyelash serum its extended-standing finest-seller. And even though the brand name experienced due to the fact moved into skin treatment and hair care, the core house for the brand remained eye treatment – an spot it noticed huge probable in.

“For us, it’s actually essential to declare that posture in eye care and the category since we think it has great likely in it and we don’t feel it is explored more than enough,”​ stated Anna Susic, chief industrial officer at Xlash Cosmetics.

“And there genuinely is a lot to do inside of that classification,”​ Susic instructed CosmeticsDesign-Europe at Cosmoprof Around the globe Bologna at the close of April.

‘Tangible outcomes that every person can delight in and see’

Xlash Cosmetics’ core concentration was creating “result-concentrated products”​ – a large explanation the organization considered it experienced witnessed these accomplishment in the eye care house so much, she stated.

And developing “tangible outcomes that everybody can appreciate and see”,​ she stated, would continue to be central to innovation moving forward.

Questioned what the company’s NPD pipeline looked like, Susic claimed Xlash Cosmetics was exploring “many unique angles” ​to eye care – across pores and skin care and cosmetics. It experienced just lately, for case in point, launched undereye vitamin C gel pads intended to brighten the pores and skin that were being “selling very well”.

European expansion – e-commerce, splendor salons and retail

Importantly, Xlash Cosmetics was concentrated on widening its presence further more throughout Europe.

Already accessible on the net and in several splendor salons as well as some brick and mortar merchants, the intention now was to edge into new markets and construct standing via e-commerce and influencer advertising and marketing and establish out a more powerful retail footprint by means of strategic business-to-organization partnerships.

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