Inside Prime Prometics with Kaspars Eglitis, makeup for mature lids

Prime Prometics did not start with a shade wall or a launch calendar. It started with women who had lost lashes, brows and hair to chemotherapy, and a question about what makeup should do after that. Six years later it sells largely to women over 50 who want liner that does not skip and mascara that does not smear.

All I saw was my mother’s best friend, sobbing in my dad’s office. That is how Tatesha Robins, an early Prime voice, describes the moment that shaped the brand. The woman had received a breast cancer diagnosis. What broke her in that room was not only the diagnosis. It was the prospect laid out beside it. She would lose her hair, her brows, her eyelashes.

Kaspars Eglitis tells a parallel version. His father and brother are both oncologists. He watched that battle from the sidelines since early childhood. For him the takeaway was that beauty is not about vanity. It is about identity, confidence and self-expression. In early 2020 that thinking became Prime Causemetics, renamed in 2022 to Prime Prometics as an homage to pro-age cosmetics.

What the brand is now is specific. A direct to consumer eye and face assortment built for mature skin, sold on its own site plus Amazon, Walmart Online and Ulta online. The best known products are PrimeLash Mascara at 28 dollars and PrimeEyes Glide Eyeliner at 28 dollars, both framed as healing rather than hiding. The company, legally rooted in Latvia with a New York address and manufacturing across several countries, now claims tens of millions in revenue and tens of thousands of five star reviews.

What others miss is how trade minded the work is. Eglitis talks in the language of reorders and co-creation, of 1,200 women shaping early formulas and tubing polymers chosen so removal takes warm water, not rubbing. Gloss Report wanted to talk about payoff, wear time, shade range and where the story stretches thin. He answered in that order.

Your father and brother are both oncologists, and you describe watching chemo patients from the sidelines since childhood. What did that teach you about what makeup needs to do on a face changed by treatment.

What I learned early is that makeup was not meant to heal. It was meant to hide. That works when you are twenty five and hiding a blemish before dinner. It does not work when a woman has lost her lashes and brows and the skin around her eyes feels thin and reactive. She does not need coverage that sits on top. She needs formulas that feel calm on contact and still give her back definition.

My family lived inside oncology. Courage and resilience were normal words in our house. When we started interviews and focus groups, women kept saying the same thing in different ways. They wanted to look like themselves again. Not younger. Themselves. So we built for sensitive eyes first. Hypoallergenic. pH balanced. No waterproof removers that require pulling. If a survivor with almost no lashes can wear it comfortably, then a sixty year old with sparse lashes and hooded lids can wear it comfortably too. That order of operations still guides us.

You launched in early 2020 as Prime Causemetics after years of interviews and lab work, then renamed to Prime Prometics in 2022. Why did cause plus cosmetics stop fitting, and what did pro-age let you do differently.

Causemetics described where we started. Women facing chemo, women who needed gentler options. I am proud of that. But by 2021 we had five best sellers in two short years and millions of units sold across eighteen countries, and the letters we received were not only from survivors. They were from women fifty, sixty, seventy plus who felt overlooked by a youth obsessed industry. They called themselves silver queens. They did not want to be called anti-ageing. They wanted to be called prime.

The word Prometics is an homage to our dedication to pro-age cosmetics, for timeless beauty. That change let us state the mission clearly. Our mission is to empower women over fifty to embrace their natural beauty and redefine ageing on their own terms. Our vision is creating a world where every mature woman is in the prime of her life. Taglines follow from that. Pro-Age Make-up That Heals. Turning wrinkles into smile lines. It sounds soft but it is a product brief. Soften texture, respect creped lids, do not settle in lines, do not ask a seventy year old to apply makeup like a twenty year old.

PrimeLash Mascara is your anchor at 28 dollars in Black, Brown and Navy Blue, with more than thirteen thousand reviews on your site. You chose tubing over waterproof. Walk us through that call on pigment load, wear time and removal.

Waterproof was the easy answer for wear time. It stays. But waterproof mascaras contain harsh ingredients and need oil or dual phase removers. On mature lashes that is a bad trade. Thin lashes plus rubbing equals fewer lashes. We went with tubing. Synthetic candelilla wax and beeswax for conditioning, plus styrene acrylates copolymer to wrap each lash. The wand is made to separate tiny lashes so you get up to three times more defined looking length without clumps.

On wear, expect water resistance through a work day, not a swim. It resists smudging and transfer on lids that crease, which is the main complaint after fifty. On removal, warm water is enough. Sweep from base to tip, let the first coat dry briefly, then layer if you want more depth and use the tip for corners. The payoff is a soft black, brown or navy, not an inky vinyl black. The finish reads as clean definition. If you want drama at midnight, this is not that product. If you want eyes that still look right at hour eight, that is what tubing gives us.

Your site carries badges for vegan, cruelty free, paraben free and dermatologist approved, yet PrimeLash Black lists methylparaben, propylparaben and parfum. How do you explain that gap to a shopper who reads INCI names.

I will answer directly because the shopper is right to ask. Our intent is gentle, hypoallergenic and pH balanced formulas, made in the USA where possible and otherwise designed in the US with labs in Germany, Mexico, China, Czech Republic and South Korea. That is complex. Some legacy shades still carry parabens and fragrance components that do not match the badges on the about page. That is not acceptable long term.

We are working through shade by shade reformulation while keeping wear and tolerance stable for mature eyes, which is slower than changing marketing copy. My rule is simple. If the label says paraben free, the tube in the hand must be paraben free. Until every lot meets that, we should name which SKUs are already converted and give dates for the rest. A mature customer has seen enough claims. She keeps the receipt. We need to earn the reorder with paperwork, not promises.

Your second pillar is PrimeEyes Glide Eyeliner at 28 dollars, sold in Kohl, Wood, Sapphire, Smoky and newer jewel tones like Emerald, Mulberry, Deep Burgundy and Royal Blue. What does glide mean on a lid that is drier and less firm than it was at thirty.

Glide means you do not tug. Mature lids crease, they move, they have texture. A pencil that skips forces you to press harder, then it deposits too much in one spot and transfers by noon. We wanted water resistant and smudge proof color that lays an unbroken line with light pressure. Kohl for soft black definition. Wood for a rich brown that reads casual. Sapphire, Emerald, Mulberry and Royal Blue for women who still want color but want it softened around the lash line.

The pencil format matters. A gel in a pot is great in a kit, but at home with reading glasses it is hard to control. A retractable liner with a creamy tip gives control and lets you tightline or smudge slightly before it sets. Payoff is medium, buildable, not a one swipe liquid. That is deliberate for creped skin. High payoff liquids look sharp at 9am and cracked at 3pm. Our customer would rather build two light passes than correct one heavy one.

If a survivor with almost no lashes can wear it comfortably, then a sixty year old with sparse lashes can wear it comfortably too.

Kaspars Eglitis

Your Color Changing Foundation at 44 dollars uses white to beige microbeads that adapt to fair to medium tones, with niacinamide, squalane and jojoba oil for a dewy twelve hour finish. Which shopper does that serve well, and who should skip it.

It serves the shopper who hates choosing a shade online and wants light to medium coverage fast. You apply to moisturised skin and blend with fingers or a brush until the beads release and match. Niacinamide supports the look of barrier strength and calms sallowness. Jojoba and squalene replenish lipids so lines look softer. Bisabolol and palmitoyl tripeptide-5 are in there to keep the finish calm and elastic. The finish is dewy, second skin, no masking.

Who should skip it. If you wear deep or very deep tones, skip it for now. White to beige beads can only stretch so far, and fair to medium language tells you where the range stops. Three shades short is not a virtue. It is a limit. If you need full coverage or a soft matte that controls oil through heat, our PrimeSkin CC Cream direction is closer. And take the twelve hour claim with care. Our supporting wear study was ten participants. That is direction, not proof. I would rather you test it through your day and return it if it cakes or settles.

Ulta lists PrimeLash as online only and fulfilled by Prime Prometics, while your site lists Amazon and Walmart Online alongside direct sales. Why stay largely direct, and what does sell through tell you about doors versus restocks.

Direct lets us teach. A mature shopper needs to see application on a real sixty five year old lid, not a twenty second cut. She needs to know to let coat one dry, to use warm water, to pick Wood over Kohl for daytime. That education is hard on a crowded shelf. Online we can show it, answer it and track what sells through and what sits. Sell through is the share of stock that actually sells in a period. Doors are store count. We would rather earn restocks in fewer doors with high sell through than chase doors and mark down later.

Retail still matters. Ulta online lets a new customer trust the buy and keep the receipt logic simple. Fulfilled by us keeps handling consistent while we learn shade by shade what reorders. When we enter more doors, we want to enter with the right shades, the right tester logic and staff who know why tubing removal matters. A waitlist is nice. A restock is better. It means she came back.

You report steep growth, with outside trackers citing over eighty million euros in turnover and your team citing over one hundred million euros for 2025, plus staff growth from two to twenty and a Deloitte Fast 50 placement. What actually drove the volume.

Reorders drove it. Not one viral video. Mascara and liner are replenishment products. When a woman over fifty finds a mascara that does not flake into her eyes and a liner that does not skip, she repurchases and tells her sister. Subscription at 23.80 dollars versus 28 dollars helped, as did two packs and trios that lower cost per tube. Reviews compound that. Forty thousand plus five star reviews now, with PrimeLash alone above thirteen thousand, means a new shopper can find her age and her concern in the comments.

The rest is operational. Small team, tight assortment, fast reads on shade extensions. Wood outsells flash shades, so we keep Kohl and Wood in stock deep and test jewel tones in smaller lots. Cause helps but does not carry sales. We donate product and funds to breast cancer support, including over one million dollars in product to the National Breast Cancer Foundation. Reports cite 1.2 million dollars on one page and 2.7 million plus on product pages because cash and product value are counted in different places. We should state that more clearly. Growth came from fit, not noise.

If a Gloss Report reader buys one thing first to test whether pro-age is more than a tagline, what should it be and how should she judge it by night.

Buy PrimeLash in the shade you actually wear. Black if you wear black, Brown if black reads harsh, Navy Blue if you want softness with a little light. Apply on clean, dry lashes. One coat base to tip, pause, then a second where you need it. Wear it through a normal day. Desk, errands, glasses on and off. Judge it at night on three points. Did it transfer to the crease. Did it flake into eyes. Did it slide off with warm water without rubbing.

If it passes those three, try PrimeEyes Glide next in Wood or Kohl. Draw with light pressure, smudge once if you like, then leave it. Pro-age is not a claim on a tube. It is whether liner and mascara behave on a lid with lines and lashes with gaps. Our tagline says Pro-Age Make-up That Heals. I read heal as supports comfort and the appearance of stronger lashes and calmer skin, not treatment. If the makeup respects the face it is on, the tagline earns its keep.

Closing note from the desk

What stays with us is the discipline around eyes that have texture. Tubing instead of waterproof to protect sparse lashes. Pencils that lay color with light pressure instead of liquids that crack by afternoon. Shade logic that admits where fair to medium ends. That is the kind of specificity mature shoppers notice, and the numbers suggest they reorder when they find it.

Prime Prometics set out to make makeup that acknowledges strength and fortitude after chemo and ageing, then widened that to women over fifty who want to redefine ageing on their own terms. Stated plainly, it is an eye led routine with gentle removal, buildable payoff and workday wear. The range and the badges still need tidying. The core idea holds.

Product spotlight

PrimeLash Mascara at 28 dollars for a single tube in Black, Brown, Navy Blue and Mulberry family shades, 1.13 oz in Black at retail. A tubing mascara for sparse mature lashes that wraps for defined looking length and removes with warm water. Sweep base to tip, let dry briefly, layer for depth and use the tip for corners.

PrimeEyes Glide Eyeliner at 28 dollars per pencil in Kohl, Wood, Sapphire, Smoky and jewel extensions including Emerald, Mulberry, Deep Burgundy and Royal Blue. A water resistant, smudge proof pencil for unbroken lines on mature lids. Draw with light pressure along the lash line, soften once before set, build a second pass rather than pressing harder.