The US brand specializing in premium beauty products for the lashes and brows has announced it is bringing its UK operations in-house through the establishment of a local subsidiary.

“Establishing a direct presence reflects the brand’s long-term commitment to the UK market,” said RevitaLash Cosmetics in a press release. “By moving operations closer to the market, RevitaLash Cosmetics will deepen relationships with existing resellers, support and expand its salon and clinic network, and connect more authentically with consumers. Ultimately, this localized approach aims to boost brand visibility and unlock new retail opportunities, all while delivering an elevated level of service and partnership to UK retailers and customers alike.”

This strategic move is designed to accelerate growth across retail, professional, and direct-to-consumer channels. As part of the transition, Harpar Grace International (HGI), which has successfully represented RevitaLash Cosmetics in the UK, will continue as the exclusive distributor for the Republic of Ireland.

"The UK is an incredibly dynamic market, where we see massive, untapped potential. By bringing operations in-house, we can collaborate more closely with our valued partners, respond quickly to local trends, make direct investments, and champion the unique values behind our award-winning formulas and our global leading brand - beginning with a July 1, 2026 market introduction of an upgrade to our hero lash serum formulas, now featuring time-release technology through ingredient encapsulation. As the category innovator, we will again be the first - and only – ophthalmologist-led lash serum brand to offer this innovative technology designed to aid in ingredient absorption," noted Lori Jacobus, President and Global CMO of RevitaLash Cosmetics.

“We are also delighted that Harpar Grace International will continue to represent RevitaLash Cosmetics in Ireland with these same upgraded formulas, and we look forward to maintaining a strong and collaborative relationship," he added.

The operational change will take effect from July 1, 2026.

Founded in 2006 by ophthalmologist Michael Brinkenhoff, M.D., the brand was inspired by his desire to help his wife feel beautiful during her battle with breast cancer. Today, RevitaLash Cosmetics is available in more than 70 countries.