Makeup Eraser LLC was established in 2012 by 3 generations of women in one family.

Lexi McCarthy Makeup Eraser Founder says "We all wear makeup and were frustrated by the make up removal products. After research and lots of makeup we found the product that removes our makeup with just water. We love makeup but we don't love sleeping in it."

Launched in the US two years ago, the MakeUp Eraser has fast become one of the most popular products on the American beauty market.  Designed to remove even the toughest makeup including waterproof mascara and eyeliner, HD makeup and lipstick with water alone, the microfibre MakeUp Eraser is machine washable, lasts more the 1,000 washes and will save you £100s in other products.

Clive Ramsden, Director of Profile Marketing Services said: "In a recent report, Kantar stated that 'growth is most likely to come from revolutionary, not evolutionary NPD', and we believe MakeUp Eraser will be the perfect example of this”.

"It's rare that something so innovative, yet simple, comes to the market. After seeing MakeUp Eraser in the US, we recognised the value of a product which is chemical-free and will save consumers time and money. We knew it could be huge in the UK. 

We approached the family of three generations of women who invented the product, to discuss bringing it to the UK”.