Behind the brand
Meet Penny Lane, creator of My Perfect Eyes
Penny Lane is the founder and CEO of The Perfect Cosmetics Company and the creator of My Perfect Eyes, the instant eye treatment that became one of the most recognisable direct response beauty products in the market.
Built from the ground up
A beauty brand built on instinct, results and connection.
Founded in Melbourne in 2004, The Perfect Cosmetics Company grew quickly because Penny understood what customers wanted: visible results, a clear message and products that felt simple to use. By its second year, the business had reached $10 million in annual revenue. Today it operates across Australia, the United Kingdom and the United States.
The founder
"Whether in business, in the community or on screen, Penny Lane represents a rare balance of commercial success, authenticity and impact."
Penny is known for a commercial edge, sharp instinct and the ability to connect directly with consumers. Behind the public brand is a founder who built the company from the ground up and kept the focus on products people can see working.
Penny's journey
From one breakthrough product to a global customer base.
Founded in Melbourne
Penny Lane founded The Perfect Cosmetics Company from the ground up, driven by a practical instinct for beauty products that customers could understand, trust and see working.
A fast-growing beauty business
By its second year, the company reached $10 million in annual revenue, proving the strength of the product, the message and Penny's direct connection with customers.
Advocacy becomes part of the story
Penny became a Whitelion ambassador and continued hands-on work supporting vulnerable young people, alongside her work with Fruit2Work and Kids First Australia.
A brand across three markets
The Perfect Cosmetics Company now reaches customers across Australia, the United Kingdom and the United States through television, retail and digital channels.
The product that started it all
My Perfect Eyes made the brand recognisable.
My Perfect Eyes became the product customers knew the brand for: an instant under-eye treatment designed to temporarily smooth the look of fine lines, wrinkles and puffiness in minutes. Its success helped take the business from direct response television into retail and digital channels.
- Created by Penny Lane
- Built around visible results
- Trusted across television, retail and digital
What defines the brand
Real products, plain speaking and a founder who shows up.
Performance first
The brand was built around visible, practical products that earn trust by doing what they promise.
Direct connection
From television to digital, Penny has always understood how to speak plainly to customers and show them why a product matters.
Built with resilience
Penny's story runs from a difficult childhood and leaving home at fourteen to building and leading the business she runs today.
Commercial success with impact
Her work blends business, advocacy and media with a grounded belief that showing up for people matters.
Beyond beauty
Business, advocacy and In the Driver's Seat.
Alongside the company, Penny is deeply involved in advocacy for children and vulnerable youth, including work with Whitelion, Fruit2Work and Kids First Australia. She is also the creator and host of In the Driver's Seat, where she interviews leaders, founders and unconventional thinkers about the real stories behind success.