PDC Brands targets eyelash, nails

HAYES, U.K. — Eyelashes and artificial nails are growing, and that isn’t wasted on PDC Brands, which last month scooped up the United Kingdom’s Original Additions. The deal brings PDC, known for fragrance and bath products, into two new categories. Most notable is the chance to expand into the artificial eyelash category with Original Additions’ Eylure London, the No. 1 cosmetics lash brand in the United Kingdom.

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“According to Nielsen, they have 77% of the eyelash business in the United Kingdom,” said James Stammer, CEO of PDC. “They are driving category growth.” Eylure has a modest, but expanding footprint in the United States in such retailers as Target, Ulta Beauty, Kohl’s and Walmart that Stammer expects to boost. Recently, Eylure added lashes created in tandem with makeup artist and social media influencer Vegas Nay.



Two other businesses under the Original Additions umbrella include Elegant Touch, a line of artificial nails that owns 50% of the business in the United Kingdom, and Salon Systems, which provides lash, nail and waxing products to the professional beauty business.