The Beauty World's New Obsession, Peep Club, Is Looking You Right in the Eye

From red carpets to everyday beauty routines, celebrity makeup artists are paying more attention to what happens before the makeup goes on. Beyond concealer, eye cream and mascara, we’re unlocking how the eyes themselves look and feel.

As stars and their glam teams increasingly embrace beauty routines that prioritize wellness alongside appearance, eye health is becoming part of the conversation too.

For optometrist Nicola Alexander, cofounder and CEO of Peep Club, eye wellness and beauty are deeply connected. Her brand has developed a following among celebrities and professional makeup artists looking for ways to prep eyes while caring for them beyond the red carpet.

The New Red-Carpet Eye Prep

“Our Instant Relief Eye Spray is a huge hit with makeup artists,” Alexander said. “It naturally brightens and whitens eyes but in a way that rebuilds the ocular surface rather than irritating or stripping it like traditional whitening drops. It also gently hydrates the skin around the eyes.”

Another favorite is Peep Club’s Heated Eye Wand LED+. It’s in many makeup artists’ tool kits,” Alexander said. “It's often used to help depuff and widen eyes before a big event.” The patented device combines heat and massage with three LED wavelengths: red for fine lines, amber for dark circles and green to calm redness.”

But what celebrities experience after hours in makeup chairs and under bright lights is so different from what many people encounter every day..

“Modern life puts our eyes through a lot,” Alexander said, pointing to screens, cosmetics and lash treatments. “As a result, there is a record number of people reporting sensitive or dry eyes, and styes.”

Where Beauty and Eye Health

Despite the beauty industry’s obsession with the eye area, products that make eyes look better and those designed to keep them healthy have traditionally existed in separate worlds. Peep Club aims to bridge the two.

Peep Club’s Soothing Coconut Eye Balm for example was developed as an eye makeup remover that eliminates the need for aggressive rubbing or tugging. “It’s so gentle,” Alexander said. “It also naturally nourishes and encourages lash growth.”

The Eye-Drop ‘Graveyard’

The idea for Peep Club began with one of Alexander’s patients and friend Natasha, who struggles with sensitive eyes. “She described for me this 'graveyard drawer of eye drops' where they'd always end up after temporarily relieving symptoms,” Alexander recalled. A second-generation optometrist, Alexander set out to create products that considered both eye health and longevity. Peep Club spent seven years developing formulas for ultra-sensitive eyes and skin, with products that are preservatives-free, fragrance-free, and alcohol-free, and manufactured in the brand’s own London lab.

“I think the scrutiny around ingredients is a big wave we're seeing,” Alexander said. “Our products have a 100/100 Yuka score.”

When Eye Care Becomes Confidence

Peep Club also speaks to a larger women’s wellness conversation. “Dry or sensitive eyes is one of the most common symptoms of menopause and can be very devastating to women,” Alexander said.

It all comes back to a simple beauty premise; sometimes looking brighter, fresher and more camera-ready starts with making your eyes feel better first.