World’s First True Eco Lash Brand, Eyecha, Announces Further International Expansion into KSA and Kuwait

Eyecha, the UAE-based international eyelash brand, continues to see substantial global growth. The innovative brand has announced that it will open in both Kuwait and KSA as it consolidates on outstanding sales it is already achieving in other GCC markets, including the UAE, where it first launched with Watsons at the end of 2020.

Eyecha is a unique brand recognised at the recent Pure Beauty Global Awards. The beauty-conscious team received the highly coveted ‘Best New Breakthrough Brand’ award and was runner-up in the ‘Best New Sustainable Pioneer’ category, proving its worth in the billion-dollar beauty industry. So far in 2022, the company has already opened in over 2000 locations, including the UK and Germany, with plenty more expansion planned for the rest of the year. 

Eyecha is the first eyelash brand in the world to make all of its lashes using recycled material, consisting of up to 60% recycled PET. Everything about Eyecha is focused on sustainable beauty, including the packaging that was designed to use almost 60% less plastic than standard eyelash packaging, which is also fully recyclable.

Eyecha has a core message of ‘Reuse, Recycle and Replant’, which is fulfilled by the lashes being reusable up to 15 times and made using recycled materials, the packaging also being recyclable, and the brand actively supporting reafforestation. Eyecha has set itself the challenge to replant 500,000 trees over the next five years, working alongside its environmental partner, One Tree Planted.

“When I started Eyecha, I wanted to create beautiful lashes whilst ensuring that we raised the importance of sustainable beauty”, commented Maha Morley-Kirk, Eyecha’s CEO and co-founder. “Seeing Eyecha win a major international award was wonderful recognition that the brand is truly making a difference, as we look to open a total of 3000 stores in 2022. Seeing a UAE-based brand grow internationally makes the Eyecha team very proud, and we are confident of this growth continuing,” added Maha.

Eyecha was first launched in the GCC in Watsons before successfully expanding in Lifestyle, where its 12-style range of eco-friendly lashes are priced at 35 AED. Eyecha has also developed a gentle green tea lash adhesive, which is latex-free and is already proving to be its best-selling line.