Velour Lashes

Uncovering the True Potential
of a Premium Lash Brand

Velour is a premium lash brand offering silk and harvested mink false eyelashes. Having grown its distribution network of small boutiques throughout North America, the brand was taken on by beauty product retailer Sephora. This had the potential to double the company’s distribution. Recognizing that its existing brand image did not adequately convey the qualities of its products, Velour turned to Concrete to evolve its brand identity.

After auditing Velour’s existing brand assets and the competitive brand landscape, we identified that the foundational elements of the brand were weak, and that a more wholesale change was needed– even though Sephora had agreed to take on the brand as it was. The entire brand was reconsidered, from wordmark, to brand voice, to colour palette, to product packaging – a total reinvention.

The new brand identity we an immediate success. The competitive retailer, Ulta, also agreed to take the brand on.


Brand Strategy / Brand Story / Visual Identity / Creative Direction / Packaging / Digital


“Concrete helped us elevate our branding, it’s Velour all grown up!”

Mabel Lee
Founder & CEO, Velour Lashes