‘Luxury for everyone’: Zoeva returns to Asia with new makeup products, vegan upgrade

Zoeva was founded in 2008 by Zoe Boikou and is best known for its line of accessible professional makeup brushes.

It recently relaunched in Thailand, Malaysia, and Singapore through retail partner Sephora.

The brand will be available both online and offline in some stores, including Sephora ION in Singapore.

As part of the relaunch, the brand introduced five products, including a mascara, brow gels, lip pencils, blushes, and eyeshadow quads.

“We’re back because we believe our products fit the market here very well. We truly believe the market will love our products for their everyday wearability and their affordability,”​ said Ridita Rahma, global sales business development, Zoeva.

“Our brand is all about sisterhood so we like to say we are making luxury accessible for everyone.”​

Zoeva initially entered the Asian market through the South East Asian e-commerce beauty retailer Luxola, which was later acquired by LVMH’s Sephora in 2015.

Following the acquisition, Zoeva remained available in the region through Sephora till the last couple of years as it went through a rebrand.

Powered-up makeup

Rahman highlighted the brand’s latest hero product, Ooh la Lash Length & Lift Tubing Mascara.

Unlike conventional mascaras that are made from a combination of oils and waxes, tubing mascaras are made from made of polymers create flexible tubes around each lash.

Once formed, the tubes create a smudge-proof and water-resistant layer. However, they can typically be removed easily with warm water, making it more gentle on the delicate eye area.

In addition, it is infused with castor oil, argan oil and biotin to promote lash health growth.

Another new product is its Pout Perfect Lipstick Pencil which comes in six wearable shades.

“This is actually a three-in-one lip product. It’s a lip pencil, a lipstick, and also a cream blush with a radiant and natural finish,” ​said Rahman.

The product is also infused with hyaluronic acid which claims to plump and hydrated lips.

Additionally, the brand is introducing its new vegan range of makeup brushes.

“Even though they are now vegan, we have managed to make the brushes with the same performance as natural hairs. This whole process took us three years to develop. All our brushes are handmade and undergo 30 production steps so we can ensure great craftsmanship and longevity,”​ said Rahman.

According to Rahman, the vegan overhaul was influenced by the increasing demand for products that are not harmful to animals and the environment.

She noted that consumers now expect brands to be more conscious about things like product development.

Moving forward, the company will focus on launching more products in the region, especially with the post-pandemic demand for makeup.

According to Rahman, the brand is planning to launch more products as it works to reinforce its position in Asia.

She hinted that the company may bring in its range of gel eyeliner pencils, which are one of its best-sellers in Europe.