Eylure is the world’s original and a leading brand of false eyelashes and eyebrow products. The company was founded in London in 1947 by two make-up artist brothers, David and Eric Aylott, who worked in the film industry.

Company Overview

Core Business:
Eylure manufactures and sells a wide range of beauty products, including false eyelashes (strip, individual, magnetic), adhesives, removers, brow tints, and various application accessories.

Market Position:
It holds a significant market share, particularly in the UK, and is known as one of the world’s most recognized brands in the false lash market.

Ownership:
Eylure is owned by PDC Brands, which acquired its parent company, Original Additions, in 2016.

Ethics:
The company is PETA-certified cruelty-free and many of its products are also vegan-friendly.

History and Impact
The Aylott brothers developed modern false eyelashes to address a lack of effective cosmetic enhancements in the post-WWII film industry. They named the brand “Eylure,” a combination of “eye” and “allure”. Their work included creating the iconic eye makeup for Elizabeth Taylor in the film Cleopatra.

Recognizing a wider public need, they launched the brand commercially, which became highly popular, especially during the 1960s fashion boom for dramatic eye makeup. Over the decades, Eylure has continued to innovate and collaborate with celebrities and influencers to maintain its market leadership.

Eylure products are distributed globally, with major presences in the UK, USA, and Australia. The brand is known for its high-quality, handcrafted lashes designed for comfort, convenience, and a variety of looks, from natural to dramatic glamour.