Invogue

Invogue is a British beauty brand specialising in affordable false lashes and false nails. It is one of several brands owned by Invogue Limited, a family-run company based in Ascot, Berkshire [4]. The brand positions itself around accessible, easy-to-use products, working on the idea that looking glamorous should be straightforward and budget-friendly.

The date Invogue began depends on which entity is meant. The brand's own pages trace its conception to 2010, when it set out to build a focused range of lashes [3]. Its parent, Invogue Limited, was incorporated earlier, in 2008 [6], and the Invogue brand itself was re-launched in 2021 [5]. The brand remains active, distributed across the UK, Europe, the Middle East and the United States.

Invogue Limited was founded in 2008 by Mark Taylor, who, according to the company, started the business around the family dining room table before it grew into an international beauty company supplying brands to retailers and distributors worldwide [4]. UK Companies House records the parent's incorporation on 17 June 2008 and lists it as active [6].

The in-house Invogue brand sits within a wider portfolio. Alongside Invogue, the company owns So Eco, Brushworks, Nail HQ, Eye Candy, Aristocrat and Killer Lips [4]. Invogue Limited remains family-led and is based at Ascot Business Park in Berkshire.

Invogue concentrates on false lashes and false nails sold at drugstore prices. Its lash collections include the Volumise Range, marketed for added length and volume, and the Glamourise Range, described as offering thicker, fuller lashes. The line also covers individual eyelash extensions, a latex-free lash adhesive, and false nail sets in shapes such as square, oval and coffin.

The brand frames its mission as making high-quality false lashes accessible at affordable prices, and says it aims to keep a glamorous look "effortless, uncomplicated, and budget-friendly." Its products are sold both online and in stores through retail partners, and the company says it responds quickly to shifts in fashion and beauty trends. The brand's stated audience is budget-conscious shoppers seeking quality lashes for everyday wear, including those new to false eyelashes.

Invogue's lashes are hand-tied and hand-crafted in Indonesia, made from synthetic materials the company describes as vegan and cruelty-free [3]. Each pair carries PETA approval [3]. The brand also points to its reusable lashes as a way to combine durability with value.

On packaging and environmental practice, the company says it uses biodegradable bags or boxes for transporting goods and has cut more than 75% of the plastic in its packaging. It also states that it has improved palette efficiency to lower its carbon footprint and plants trees based on the number of products sold.

In 2024, Invogue Limited received The King's Award for Enterprise in the International Trade category [4]. The award was reported by the Slough Express, which noted the Ascot-based company's recognition for its work in international trade [8]. Invogue has also been profiled by the trade publication Cosmetics Business as a colour cosmetics company.

Invogue is active. Its parent company remains a registered, operating UK business, with accounts most recently filed in mid-2025 [6], and the 2024 King's Award reflects continued commercial activity. The brand is distributed across multiple regions, including the UK, Europe, the Middle East and the United States.