London Beauty Agency has announced the launch of make-up artist's Joy Adenuga's beauty brand ByJoy. Launching with four sets of strip lashes named after delicate flowers, the brand's first range of products belong to its Flower Power collection. ByJoy eyelashes are cruelty-free, lightweight, wispy and reusable when applied and removed with care.

Joy comments: "I felt like the cosmetic market catered beautifully to heavy glam clients but not so much for those who wanted to frame their eyes with a feminine, delicate yet visible set of lashes when photographed."

Packaged in a sustainable storage box, ByJoy is now available for order at byjoyadenuga.com.