Founded in 2012, the Sweden-headquartered indie brand name offered a range of eyelash plus eyebrow products, including serums, mascaras and gels, with a 28-day lengthening eyelash serum its long-standing best-seller. And whilst the brand had since moved into skin care plus hair care, the core space for the brand name remained vision care – an area it saw huge potential in.

“For us, it’s really important to claim that position in eye treatment and the category because we believe it has great potential in it and all of us don’t think it’s explored enough, ” ​ said Anna Susic, chief commercial officer at Xlash Cosmetics.

“And there really is much to do within that group, ” ​ Susic told CosmeticsDesign-Europe at Cosmoprof Worldwide Bologna at the end of April.

‘Tangible results that will everybody can enjoy and see’

Xlash Cosmetics’ core focus was developing “result-focused products” ​ – a large reason the company believed this had seen such success in the eye care space so far, she said.

And producing “tangible results that everybody can enjoy and see”, ​ she said, would continue to be central in order to innovation moving forward.

Asked what the particular company’s NPD pipeline looked like, Susic said Xlash Cosmetics was exploring “many different angles” ​to attention care – across skincare and cosmetics. It had recently, for example , launched undereye vitamin C gel pads designed to brighten the skin that were “selling extremely well”.

European expansion – e-commerce, beauty salons and retail

Importantly, Xlash Cosmetics was focused on widening the presence further across European countries.

Already available online and within several elegance salons as well because some brick and mortar stores, the particular goal now was in order to edge in to new markets and build reputation via e-commerce plus influencer marketing and develop out the stronger retail footprint through strategic business-to-business partnerships.

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