What is it?  A Germany-based beauty brand created by Zoe Boikou, whose make-up brushes have, I’m told, achieved cult status internationally through her website.

Bold & beautiful eyes.

What’s the USP? As Zoe says herself “We live by our motto: colour, love, makeup. We are a human company. Our goal is to help women express themselves and build confidence through the medium of makeup.”


Hero product? The brushes are the products that Zoe first launched but keep an eye out for her make-up: Graphic Eyes (£4.75, zoeva-shop.de), ten bold eyeliner pencils that  are easy to apply and good for whipping up a quick ‘statement eye’.


Pearl-fix primer: Zoeva

Why the name? After the founder, Zoe.


How new is it? The brand launched in Germany five years ago, and has just begun shipping internationally to the UK. 

I’d try… The Eyeshadow Fix (£5.25), a matte or pearl eyelid primer that helps Zoe’s bright eyeshadow colours stay put all day without creasing.