You asked. We listened. And now, we've delivered.
For years, our LÜK everyday menu has covered the essentials. There's colour for your lips, a glow for your cheeks and nourishing mascara for your lashes. But one question kept coming up, from customers, from stockists and in almost every conversation at a market stall or in a store:
"When are you making eye colour?"
You asked, and you kept asking. It's taken us the best part of a year to get it right, but I'm so proud to say the missing piece is finally here: our Luminous Eye Crayons.
Why it took us a year
We could have made an eye pencil quickly. There are plenty of long-wear, waterproof formulas out there. But that was never going to be a LÜK product.
Many eye pencils are designed for maximum staying power, using film formers, silicones and solvents that lock colour onto the skin. That suits some people, but it's not what our customers asked us for. You wanted something that felt as good as it looked, that was gentle around the eyes, and that you could actually use without a makeup artist on hand.
So we took the LÜK approach, and we took our time. We developed the formula with specialist pencil makers in Italy until we had exactly what we wanted:
- Creamy, nourishing ingredients: botanical oils and plant waxes, including organic coconut oil, with antioxidant vitamin E. They're 100% natural origin, calculated in accordance with ISO 16128.
- Soft, easy-wear colours: eight shades chosen to flatter every eye, from a brightening Pearl to a smoky Smoke.
- Truly simple application: one stick, rich colour in a single sweep, blended with your fingertips.
Makeup for women who don't wear makeup
That's who we make LÜK for. You don't want a complicated routine, a drawer full of brushes or a twenty-step tutorial. You want to look like yourself, just a little more awake and a little more polished.
That's what one eye crayon does. Sweep it across your lid for a soft wash of colour. Draw it along your lashes and smudge it with your fingertip to define your eyes. Dot a lighter shade in the inner corner to brighten. It's one stick that does it all, whether you're 25 or 65, and it simply brings your eyes to life.
A different kind of beauty brand
We're not a big beauty department store, and we're not a heritage brand with hundreds of products. We make a small menu of everyday essentials, done well, with ingredients we're proud of. Our eye crayons are softer and more comfortable than a long-wear pencil, and they wash off easily. They're not waterproof, and that's by choice. We'd always rather give you comfort and honest ingredients than colour that won't budge.
Everything you need, in one little pouch
This is the part I love most. With the eye crayons, your everyday LÜK kit is complete: lip colour, eye colour and mascara, all tucked into one cute little pouch. That's all you need. No army of products, just the few pieces that make you feel like you, ready to pop in your handbag and go.
Thank you for asking, and for waiting. We made these for you, and I can't wait for you to try them.
Founder, LÜK Beautifood
Shop the range: Luminous Eye Crayons — eight wearable shades of creamy, 100% natural origin eye colour, made in Italy.
Discover more
- What Is an Eye Crayon? The Easy Way to Wear Eye Colour
- Eye Crayon Shade Guide: Find Your Perfect Shade
- How to Use an Eye Crayon
- Shop the Luminous Eye Crayons
Cindy Luken
Founder, LÜK Beautifood
Cindy Luken is a serial entrepreneur and food scientist with 25 years of experience, holding a Bachelor of Applied Science in Food and Nutrition and an Honorary Master of Science from the University of Newcastle. She started in the lab, then built and exited her first venture, Luken & May Biscuits, sold on Qantas flights and in stores worldwide. In 2012 she founded LÜK Beautifood, the world's first cosmetics line made from food active ingredients, and has since won more than 20 awards, including an Innovation Prize from the Prime Minister of Australia.