It all started because she could not find the perfect mascara.
Ms Nina Leykind, founder of British eye make-up brand Eyeko, used to buy and toss out mascara after mascara because nothing matched her expectations.
"You can get great lipstick and blusher anywhere, but for mascara, there was always something missing. It dries up easily in the tube; the lashes droop after a while; the mascara fades or crumbles," says the 44-year-old Briton during an interview at a recent Sephora press event.
Eyeko (a mash-up of the words "eye company") was launched at Sephora stores here earlier this month.
"These were the little details which got to me and I knew I was not alone in this."
So, in 1999, she quit her public relations job to start Eyeko with her American husband, Mr Max Leykind, who ran cosmetics label Hard Candy from 1995 to 1998.
One of the first products she came up with was a mascara which comes in a soft paint-tube packaging.
"The mascara does not dry out as easily in our tube and you can squeeze it to find out if there is any more left, so there is zero wastage," says the mother of two.
Then, unlike other beauty brands which promise do-it-all mascaras, she churned out three different ones.
"The Skinny Brush Mascara lengthens, the Fat Brush Mascara volumises and then you can layer the Black Magic Mascara on top for the curl and jet-black lashes," she shares. Use all three mascaras together if you want dramatic lashes or use each on its own for a subtler look.
"All make-up artists will tell you that they use more than one mascara."