Seven years after launching onto the market with just one black mascara, Eye of Horus Cosmetics is setting its sights firmly on the salon industry with a SKU of over 50 products ‒ and an eye-catching ‘Goddess Beauty Bar’.

The Byron Bay based company, which recorded a 30 percent increase in sales last year, currently stocks it products in health stores, pharmacies and beauty salons around Australia and exports to New Zealand, Ireland, Iceland, the Middle East, Hong Kong, the Philippines, the UK and Europe.

Eye of Horus marketing manager Cait Provan said the company, which officially launched at the Sydney Beauty Expo in 2012, “started out with a stand selling at local markets” but was now focusing on “elite beauty salons”.

“We have been working at the brand’s positioning within salons and have therefore created the Goddess Beauty Bar.

“The bar, which showcases all our products in our famous black and gold colours, is an eye-catching addition ideal for any salon.

“It not only looks striking but really helps sell the products too.”

Provan said the launch of the beauty bar this month coincides with the company’s plans to become a complete beauty destination with an emphasis on “clean high performance ingredients and sustainable packaging solutions”.

“Eye of Horus features natural ingredients inspired by the ancient Egyptians including Organic Moringa Oil (the ‘Oil of the Pharaohs) to make every woman feel like a true goddess,” she said.

“Initially the brand focused on eye products only, but as it grew customers demanded brows, lips and now face products so we have been gradually transforming into a full colour cosmetic company.”

In the last six months the brand has added a limited edition red to its natural Bio Lipstick Range and launched a new Velvet Lips velvety-matte lipstick collection as well as a range of lip liners and a ‘Universal Brow Lash Serum’.

In April the brand plans to launch a ‘Brow Sculpting Clay’ followed by ‘Bio Lip Elixir’ serum in May and then “face products” later in the year.