The Hut Group (THG) has acquired Eyeko, a specialist eye cosmetics brand, for an undisclosed sum.

The deal will further bolster The Hut’s position as “one of the world’s largest online beauty and wellbeing businesses”, the etailer said.

Eyeko has built up a cult following for its products including mascaras, liquid liners and brow gels. Alexa Chung was an ‘ambassdor’ for the business and a creative consultant.

Eyeko lines are sold in Australia, Europe and the US, as well as the UK through retailers such as Selfridges, Space NK, Ulta and Sephora. Products are also sold online through and The Hut’s Lookfantastic site.

The Hut founder and chief executive Matthew Moulding said: “Eyeko is a great addition to THG’s portfolio of brands, with a strong positioning within the cosmetics market.

“Its high-quality, innovative products are built on years of industry experience and the brand is renowned across numerous territories.

“We look forward to maximising Eyeko’s unique offering across the globe through our world-class ecommerce platform and our global marketing infrastructure.”

This acquisition followed The Hut’s purchases of other brands last year, including Illamasqua, Espa and Glossybox.