EYLUME LTD

What EYLUME LTD does

EYLUME LTD is a London-based direct-to-consumer ecommerce company operating under the trading name EYLUME. The company sells a single product family — the Renew Self-Heating Eye Mask — in two variants (Unscented and Lavender), each box containing 10 individually wrapped single-use masks. Its target customer is an individual consumer seeking relaxation and relief from tired, screen-strained eyes for use at home, work, or while travelling. There is no enterprise or B2B segment disclosed; the entire go-to-market is consumer-facing via the company's own Shopify storefront at eylume.com.

The core product is a disposable physical eye mask that warms itself through a natural iron-oxidation reaction (using iron powder, activated carbon, vermiculite, sodium chloride, and water) activated by exposure to air when the sachet is opened, delivering up to 40 minutes of soothing warmth without electricity or a microwave. EYLUME pairs this with a subscription model ('Subscribe & Save') at £14.99 per monthly box (25% below the £19.99 one-time price), giving customers pause/skip/cancel control through a Shopify-customer-account portal. Payments are accepted via major cards, wallets, and Klarna; fulfilment is via Royal Mail tracked delivery within 1–2 working days across the United Kingdom only, with same-day dispatch for orders placed before 4pm and a 30-day return policy.

The business is a brand-new (founded 2025), single-geography, single-product ecommerce operation. No funding rounds, headcount, management team, partnerships, patents, trademarks, or revenue figures are disclosed. Marketing is limited to the storefront, an email newsletter signup, and on-site brand storytelling; there is no evidence of paid acquisition, retail distribution, or third-party marketplace presence. International expansion is stated as a future intent but not yet executed.

Name

EYLUME LTD

Legal name

EYLUME Ltd

Website

https://eylume.com

Company type

Private

Founded year

2025

Operating status

Operating

Short description

EYLUME LTD is a UK-based direct-to-consumer ecommerce brand selling self-heating, single-use eye masks under the Renew line (Unscented and Lavender), targeting individual consumers seeking relaxation and relief from tired, screen-strained eyes via its own Shopify storefront.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. One-Time Product Sales: Direct sales of Renew Self-Heating Eye Masks as single-use disposable products. Each box contains 10 individually wrapped masks available in Unscented and Lavender variants at £19.99 per box.
2. Subscribe & Save Subscription: Monthly subscription model offering automatic deliveries of Renew eye masks at a discounted price of £14.99 per box (25% savings vs one-time purchase). Subscriptions renew automatically and can be paused, skipped, or cancelled at any time through customer accounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

EYLUME is a UK direct-to-consumer e-commerce brand that designs, brands, and sells the Renew Self-Heating Eye Mask — a disposable, air-activated weighted eye mask that generates up to 40 minutes of soothing warmth through an iron oxidation reaction, available in Unscented and Lavender variants (10 masks per box). The company monetises the product through one-time purchases at £19.99 per box and a monthly Subscribe & Save subscription at £14.99 per box delivered within the United Kingdom.

Product overview

EYLUME LTD offers a focused portfolio of self-heating eye wellness products under the Renew brand. The core product line consists of two variants of the Renew Self-Heating Eye Mask — Unscented (fragrance-free) and Lavender (lavender-infused) — both using iron powder, activated carbon, vermiculite, sodium chloride and water that activate naturally upon air exposure to deliver up to 40 minutes of soothing warmth. Each box contains 10 individually wrapped single-use masks. The company supplements its one-time purchase model with a Subscribe & Save subscription service, delivering monthly boxes at a discounted rate.

Differentiator

Problem solved

Functional benefit

Brands

• Renew: Self-heating eye mask product line available in Lavender and Unscented variants.

Products and services

• EYLUME Renew Self-Heating Eye Mask (Unscented and Lavender)
• Subscribe & Save monthly subscription Monthly subscription delivering boxes of Renew self-heating eye masks at £14.99 per box (a 25% discount versus the £19.99 one-time purchase price), with auto-renewal and the ability to pause, skip, or cancel anytime via the customer account. Aimed at repeat individual UK consumers wanting a regular eye-wellness replenishment.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• HoMedics: Wellness brand specializing in relaxation and personal care products including eye massagers and heat therapy devices. Directly comparable in offering consumer heat/relaxation products for home use.
• ThisWorks: UK wellness and sleep brand selling aromatherapy products including eye masks and pillow sprays. Comparable in DTC wellness positioning and consumer target market seeking relaxation and better sleep.
• Aromatherapy Associates: UK premium wellness brand focused on aromatherapy and relaxation products. Directly comparable in offering self-care products that combine scent (lavender, etc.) with relaxation benefits.
• Patchology: Beauty and wellness brand offering patch-based self-care products (eye patches, lip masks, etc.). Comparable in offering single-use, individually-wrapped self-care SKUs sold via DTC and retail channels.
• Beurer: German health and wellness brand selling eye massagers and heated eye care products. Comparable in offering heat-based eye relaxation devices for consumer self-care use.

Broad incumbents

• Boots: Major UK health and beauty retailer with extensive own-brand product lines. Relevant incumbent comparator for product distribution and competitive landscape in the UK wellness/beauty market.
• Lush: UK personal care and cosmetics brand with broad retail footprint. Larger incumbent offering personal care/wellness products including bath, body, and relaxation items across multiple channels.
• Dr. Teal's: Personal care brand offering wellness and self-care products including aromatherapy bath and body items. Overlaps with EYLUME in wellness/self-care positioning targeting relaxation seekers.
• Optrex: Established UK eye care brand offering a range of eye care products including treatments for tired eyes. Broader incumbent in UK eye care category overlapping with EYLUME's eye wellness positioning.

Emerging players

• Beauty Pie: UK-based DTC beauty brand with membership model. Comparable as fellow emerging DTC player in the beauty/wellness category using direct-to-consumer online retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/eylume

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EYLUME LTD