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Miss Flicklash eyes US launch as sales soar

Lynne Mills co-founded the company with her sister in 2011 and has seen sales of the false lashes surge  Photograph: Esme Allen

Lynne Mills co-founded the company with her sister in 2011 and has seen sales of the false lashes surge Photograph: Esme Allen

  • by KRISTY DORSEY
 

SCOTTISH false eyelash brand Miss Flicklash is preparing to launch in the United States after securing a licensing deal that has already seen UK orders surge into the tens of thousands.

The company, set up in 2011 by sisters Lynne Mills and Lucy Ross, makes false lashes that incorporate the classic “fashion flick” of eyeliner.

Originally sold in limited quantities through Asos, Harvey Nichols and Urban Retreat, the line was picked up earlier this year by Eylure, a beauty products supplier that owns the Girls Aloud and Katy Perry lashes brands.

Following the official launch by Eylure in June, Miss Flicklash is now available in most high street stores, including Boots, Miss Selfridge, River Island, Superdrug, Topshop and USC, as well as selected supermarkets run by grocery giants Asda and Tesco.

Having previously sold a few thousand units, as many as 50,000 pairs of lashes have been shifted since June.

Mills – a professional beauty artist who came up with the idea several years ago – said sales could jump into the hundreds of thousands when Miss Flicklash becomes available in the US early next year.

Eylure has reached an agreement with Ulta, which operates more than 660 beauty superstores across North America, to stock Miss Flicklash by the end of April. The lashes will also be available through Ulta’s website.

“A lot of the other retailers look to them for the latest products and trends, so that will hopefully be a good platform for us,” Mills said.

Discussions are also taking place with retail chain Target, which already stocks Katy Perry and other Eylure brands.

Miss Flicklash comes in four styles, but Mills and Ross have already pitched “a couple of other ideas” for new products that Eylure is considering.

“There is potential for lots more,” Mills said.

“It is quite an open-ended agreement we have with them.”

 

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