This London-based brand known for its faultless mascaras and liners is the product of husband and wife duo Nina and Max Leykind. In 1999, the two beauty industry veterans combined forces to start a company that paired cool products with unforgettable packaging. Inspired by Twiggy and other British style icons, and now with Alexa Chung as a creative consultant, Eyeko's makeup helps you achieve It Girl–worthy looks: Think dark liner, long lashes, and dramatic pops of color.