Athena Cosmetics, parent company to beauty brand RevitaLash Cosmetics, has announced a strategic partnership with Harpar Grace International (HGI) – a specialist in the distribution, development and management of luxury skincare, beauty and wellness brands in the UK.

This collaboration marks the start of a new chapter for RevitaLash as it aims to enhance its presence in the global market by reaching consumers through a comprehensive omnichannel strategy.

RevitaLash joins HGI’s portfolio of beauty brand partners, including IS Clinical, Déesse PRO and Totally Derma.

Established in 2013, HGI has a diverse portfolio of accounts including spas, doctors, clinics, salons and specialist e-tailers.

Its approach focuses heavily on partnership and providing valuable tools and marketing strategies to help partners maximise profitability and achieve their goals.

With a team of industry specialists, HGI provides comprehensive training, education, marketing, PR, digital, e-commerce and bespoke business development support.

“As a professional heritage and best-in-class offering, we’re delighted to bring RevitaLash into our luxury and results-driven portfolio,” said Alana Chalmers, founder and CEO of HGI.

“RevitaLash aligns synergistically with our carefully curated portfolio and our wider company CSR aspirations, so I am personally grateful to be able to work closely with the brand owners to further support their purpose-led mission within the UK and Ireland.

“We have an exciting journey to embark on together under the new brand guardianship. As we pride ourselves on our partner support and brand management expertise, we are looking forward to demonstrating our commitment to the brand and the partner’s success in the coming months and years ahead,” Chalmers said.