“Not just another beauty brand”. When it comes to giving back, RevitaLash is all in.
8 minutes read
Introduction by: Peter Marshall
RevitaLash Cosmetics – the California-based lash, brow and hair-focused cosmetics brand – has all the makings of a Hollywood blockbuster. It’s a compelling love story, a battle against aggressive breast cancer, a tireless philanthropy drive which paves the way for the future of groundbreaking medical research. And….. a story that takes in the occasional star-studded poker game.
This is the true story of a brand which started in 2006 with just the one product – a lash conditioning serum – and is now taking the world, and travel retail, by storm.
TRunblocked.com’s Contributing Editor Colleen Morgan discovers the extraordinary RevitaLash Cosmetics story through the eyes of the brand’s New Business Development Director, Shane Cohn.
Shane Cohn was just eight years old when his mother Gayle Brinkenhoff was diagnosed with aggressive breast cancer.
It was life changing. Gayle battled the disease, coping with chemotherapy treatments along with her own mother who faced a similar diagnosis, while her young family began to understand the meaning of perseverance.
A practicing ophthalmologist at the time, Dr Michael Brinkenhoff was determined to support his wife through her worst moments and ensure that her self-esteem and confidence remained intact. He wanted to help her to feel beautiful during, and after, her treatments and it was his love and determination that led to the development of RevitaLash Cosmetics’ original lash conditioning serum. And to a company which is now not only extremely successful but is also sharing that success by giving back to the cause that started it all.
Colleen Morgan (CM): Shane, as RevitaLash Cosmetics New Business Development Director – and, of course, son of the brand’s founders – please tell us how it all started.
Shane Cohn (SC): One of my favourite things about this brand is the story behind it, because it really speaks to the authenticity of RevitaLash Cosmetics.
It all started almost 20 years ago with a gift from my stepfather Dr. Michael Brinkenhoff to my mom, Gayle, during her battle with metastatic breast cancer. Her 25-year battle compromised the health and beauty of her lashes and brows and, in turn, her self-esteem. Dr. Brinkenhoff, a practicing ophthalmologist at the time, wanted to create a product to restore the health of her lashes and her confidence.
My stepdad’s scientific background led to the creation of an eyelash serum for my mother – his skills became the catalyst for the business.
Of course, it took a lot of trial and error. But, eventually, my mother noticed her lashes were actually healthier – the serum was helping to restore the beauty and vitality of her natural lashes. Her friends and other cancer patients began to notice too, and they wanted to know her secret.
My mom and Dr. Brinkenhoff began to share the serum and were surprised when people asked to buy it. Once they realized how well it worked, they learned together how to create a business around it. And so the idea of RevitaLash Cosmetics was born – a product, and company, that would help women feel more confident – no matter what they were going through.
My mom was actually the first VP of Sales. That was around 2006. It was then, and still is, a family affair with my sister, Dariel Sidney, and I working in the business.
CM: So what came next?
SC: At that point, RevitaLash Cosmetics really became a full-on family business – it was all hands on deck. We wanted to make sure the serum could help as many people as possible, but we had no prior cosmetics experience. Thankfully, we realised that if we could just have people try it, they would experience the benefits of healthier, more beautiful lashes.
We really grew the brand via trade shows, handing out as many samples as we could. The demand followed quickly and the rest, as they say, is history. It’s a brand that was built on word of mouth, because it works.
Dariel launched the international sales division of the company and is now the Global VP of Philanthropy, which is the cornerstone of the business mission. There are seven siblings in our blended family and, at some point, I think nearly every one of us had some kind of role in the business.
RevitaLash Cosmetics is now a worldwide leader in developing advanced lash, brow and hair beautification products. The collection includes RevitaLash Advanced Eyelash Conditioner and RevitaBrow Advanced Eyebrow Conditioner, and is available in physicians’ offices, spas, salons, and specialty retailers in more than 70 countries.
CM: What is it that makes RevitaLash Advanced Eyelash Conditioner so unique?
SC: I think it’s our story. But, beyond that, it’s important to note the care that went into formulating the original lash serum, and that’s because it was formulated for one person, out of love.
Dr. Brinkenhoff made safety paramount, and ensured the formula was comprehensive and well-rounded so it could deliver the proper nutrients and healthy support that lashes need to thrive.
CM: Shane, can you go more into the science behind the serum?
SC: The key to RevitaLash Advanced, along with our other hero products, is our exclusive BioPeptin Complex®, a breakthrough cosmetic technology which is multi-faceted.
It is designed to condition, strengthen, protect against breakage and improve flexibility and shine. Combined with powerful antioxidants and fortifying amino acids, it works in concert to enhance lashes, brows and hair.
CM: Let’s consider the brand’s strategy in travel retail.
SC: We’ve recently launched in travel retail, and it’s been a very warm reception. I think travelling consumers are begging for some diversification in the channel, and our brand satisfies that demand.
We view travel retail as a high-potential, long-term strategic channel, especially because it’s still a largely untapped space for our category. The eyelash serum segment hasn’t been meaningfully developed in this environment yet, which positions us to be true category pioneers – much in the same way we’ve built our business over the years as innovators. It’s an exciting opportunity to educate, introduce, and lead.
CM: And your focus?
SC: Our approach is very intentional – we’re not trying to be everywhere. We’re focused on building meaningful, high-quality partnerships with airlines and retailers that align with our brand values of prestige, integrity, and innovation. We see travel retail not just as another sales channel, but as a storytelling opportunity. Our brand is global, has a powerful origin story and a compelling point of difference. And travel retail gives us a stage to bring that to life in new ways, for a global audience.
Travel retail puts us in front of discerning, international consumers who are often seeking discovery and innovation. These shoppers are on the move, and they’re curious. They’re also selective and have high standards, which is exactly our demographic. It’s a chance to build brand affinity in key markets, while driving trial with a product that, once experienced, tends to retain customers.
It’s also a space where our philanthropy can resonate in powerful ways. We’re not just another beauty brand on the shelf.
CM: Do you regard travel retail as a key pillar of growth for RevitaLash Cosmetics?
SC: We aim to establish RevitaLash Cosmetics as the premium lash and brow brand in travel retail, starting with our RevitaLash Advanced and RevitaBrow Advanced, and building our channel portfolio as awareness and demand grow.
Some standout activations and exclusive travel sets tailored to the inflight and airport retail are in the pipeline. These sets will offer added value and introduce travellers to our broader product offering in a way that feels luxurious, giftable, and elevated.
So yes, we believe travel retail will be a pillar of growth for RevitaLash Cosmetics – not just in terms of revenue, but also brand awareness, education, and customer loyalty across borders.
CM: Can you tell us about current listings in travel retail?
RevitaLash Cosmetics is represented in the sector by Irish travel retail agency TR Partners, led by Vincent McDermott. We’re currently selling our hero SKUs on Emirates Airlines and Singapore Airlines, and we recently launched on Thai Airways and Hong Kong Air. Discussions with some big airport retailers are ongoing and we hope to share positive news soon.
We are not mass beauty, we are prestige – the ‘Chanel’ of lash serums, the Michelin star chef versus the pub cook. Our demographic is that of a high earning, mature woman that has an affinity for the finer things in life, especially gorgeous lashes, brows, and hair. She is professional, sophisticated, and selective.
The compelling love story that started it all is an important USP, along with our philanthropy efforts grown from that authentic founding. Our Revitalash Advanced continues to be our bestseller. We crunched the numbers and, across all retail markets, we sell one lash serum unit about every 30 seconds – and over twelve million lash serum units to date!
CM: RevitaLash Cosmetics has made philanthropy a main pillar of the brand. Can you tell us more about that?
SC: As a supporter of non-profit breast cancer initiatives, RevitaLash Cosmetics donates a portion of proceeds to research and education initiatives, giving back to the breast cancer community year-round, not just in October. Our Eternally Pink campaign pledges to support the fight against breast cancer in honour of my mother and her legacy every day of the year.
Philanthropy is the heart of the brand – it’s woven into our DNA. We work with partners around the world to make an impact on a local and global level. Since 2008, we’ve reached over US$9 million in donations, investments, and in-kind contributions to breast cancer research and patient initiatives. This year, we are hoping to hit the US$10 million mark. This is a huge milestone for us, and an amazing nod to my mom, who passed away 10 years ago, and also to my sister Dariel.
This year, RevitaLash Cosmetics has expanded its partnership with UK-based breast cancer charity Future Dreams to back the funding of potentially groundbreaking cancer research at the Francis Crick Institute in London. Our support of Future Dreams’ practical and emotional support for those who have been touched by breast cancer is ongoing.
And, just recently, Dr Brinkenhoff participated in a celebrity charity poker event benefiting the WeSpark Cancer Support Center in California.
The star-studded, 100% charitable event featured more than 285 poker players, all playing for a good cause. RevitaLash Cosmetics sponsored the tournament, which raised over $168,000 for free cancer support programmes and services.
CM: If there were three things you would like to see or change in the travel retail sector what would they be?
SC: I’d love to see more diversification of brands in the channel. At this point, you could blindfold me and walk me through most duty-free environments, and I could probably name every brand you’ll see and where they’re positioned. While there’s comfort in consistency, it can also feel predictable. Travelers are craving novelty and discovery, and introducing new, purpose-driven or niche brands is a great way to bring energy and excitement back to the channel.
Second, I think the channel could benefit from a more integrated ecosystem, particularly when it comes to loyalty. The ideal would be passengers earning or redeeming points seamlessly across different retailers, food and beverage outlets, and even services within a single airport.
Lastly, data transparency and sharing are major opportunities. Right now, access to traveller data is often fragmented or restricted, making it difficult for brands and retailers to really understand customer behaviour or tailor the experience – which would create wins for all parties. A more collaborative approach to data – where insights are responsibly shared across stakeholders – could unlock better targeting, stronger partnerships, and more value for the end consumer. A rising tide lifts all boats, and this is one area where the whole channel could grow together.
