E-commerce · Beauty & Makeup
My kajal is in the corner of my eyes by lunch, so I have stopped trusting the claim on the box.
Eye makeup goes next to the eye, where a bad product is felt, and buyers know it. They are wary of an unknown kajal, they check whether a mascara flakes, and a palette is judged on how pigmented the shadows look in a swatch and in a photograph taken by a customer.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Eye makeup is kajal, eyeliner, mascara, eyeshadow palettes, brow products and false lashes, bought for how they look and how they last on a long day. GullySales works on the proof buyers look for, such as smudge tests and wear photographs, and on pages for kajal, mascara and palettes that stand on their own because they are different purchases.
Wear matters more here than anywhere else in makeup. A product that holds in an air-conditioned studio and runs in a Mumbai train gets its review within a day.
Last updated 7 Oct 2026. Product, labelling and advertising rules for beauty & makeup differ by product and change. We describe them in general terms, so check the current position with your own adviser or the regulator before you publish a claim.
Who it is for
This is written for you if you sell eye makeup online.
- Brands selling kajal and liner as their entry product on marketplaces
- Sellers of eyeshadow palettes who rely on creator tutorials
- Mascara and brow-product brands with a lot of near-identical competitors
- Brands of false lashes and lash glue with a salon and a consumer buyer
Not for
It is not the right fit if.
- A seller who wants to claim an eye product is safe for everyone, or makes lashes grow
- A brand that cannot give ingredient and expiry information on each product
How buyers choose
What decides the sale of eye makeup.
Smudge, transfer and waterproof
Kajal buyers ask whether it smudges, whether it lasts through sweat and rain and how it comes off. Waterproof is searched for, and the buyer reads to see if it is a claim or a result.
Pigment and payoff in palettes
A palette is judged on swatches. Buyers look at how a shade appears on skin in one swipe, whether it has fallout and whether the matte and shimmer shades are balanced.
Wand, brush and formula in mascara
Curl, volume or length, the wand shape and whether it clumps. Buyers read photographs of lashes before and after, and notice if they are edited.
Sensitive eyes and ingredients
A buyer with sensitive or watery eyes looks for fragrance-free, a list of ingredients and information on how to remove it. The page cannot promise safety, but it can show the facts.
Where sales are lost
What usually goes wrong when you sell eye makeup online.
In the words sellers use on the first call.
“Our kajal reviews say it smudges and it does not on my eyes”
The buyer wore it on the waterline in hot weather, which is hard on any pencil. No page told them how to apply it for the best wear.
“The mascara looks exactly like ten other mascaras”
A black tube and a wand photographed on a white background. Nothing shows what it does to lashes that the others do not.
“Palette buyers wait for a sale”
A palette is a larger purchase, and buyers watch the price. A buyer who bookmarked it a month ago is not reminded.
The scope
The work we would propose for eye makeup.
Measured on purchases, conversion rate, cost to win a customer, average order value and repeat purchases. Anything here that needs a platform or tool we have not used with you is confirmed in the audit before it goes in the scope.
- Wear tests that look like real lifePhotographs and videos from customers at the start of the day and eight hours later, in the weather the product claims to handle.
- Palette swatch pagesA page for each palette with every shade swatched on light, medium and deep skin and the names of the shades matched to the looks they build.
- Tutorials that sell a lookShort videos that build one look, such as a winged liner for hooded eyes, with the products linked and orders traced.
- Waitlist and price-drop messagesA way for a buyer to be told when a palette is back in stock or goes into a sale, using WhatsApp or email.
Ingredient and expiry clarity
A product page block that lists ingredients, the shelf life after opening and how to remove the product, checked with your adviser before it goes live.
What we do
What you get for eye makeup.
Each deliverable and what it is there to change.
A wear-test gallery
Before and after photographs of kajal and mascara over a working day, so that the question about smudging is answered by what the buyer sees.
Palette swatch sheets
One image per shade on three skin tones, and a layout showing the position of each shade in the pan.
A look-by-look guide
Three or four looks built from your palettes or pencils, with the order of application, for buyers who do not know where to begin.
An ingredient and removal block
A standard section for every eye product that lists ingredients, shelf life after opening and how to take it off.
How the result is measured
- Purchases
- Conversion rate
- Customer acquisition cost
- Repeat purchase rate
- Return rate
- Reviews mentioning wear, smudge or irritation
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
What we need from you
What to have ready before the audit call.
None of it has to be tidy. We read what you have.
- Your eye product range with the best-selling kajal, liner and palette
- Reviews that mention smudging, flaking and irritation
- Photographs and videos of the products in use
- Your ingredient lists, shelf-life information and any testing documents
- Palettes and shades that did not sell, and the reasons you suspect
Selling in India and abroad
Selling eye makeup beyond your own market.
Where you sell decides sizes, units, seasons and returns. We work from Bengaluru and have no overseas office, so for a new country we start from your own sales and the platforms you already use.
Colour additives and eye products
Some countries restrict the colour additives and ingredients used near the eye, and the list differs by market. Your adviser confirms whether a formula can be sold in each country.
Climate and the claim
A kajal that is tested for a humid Indian summer may not suit a dry or very cold market. Buyers abroad read reviews from similar climates.
FAQ
Questions about selling eye makeup online.
Not here? More answers, or ask on WhatsApp.
Why do kajal buyers keep saying it smudges?
How do I sell mascara when every mascara looks the same?
Is it risky to promote an eye product on creators' channels?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
More in Beauty & Makeup
Sellers of eye makeup also need
Also selling from a shop, a workshop or a warehouse? See the page for salons and beauty studios and personal care brands.
This page is part of the e-commerce section. The D2C brands page covers the arithmetic of acquisition cost and the second order for any brand.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how your eye makeup sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.