Eight years ago, when I first grabbed a lash extension tweezer, I thought only one thing would make me successful: being able to do a perfect, natural-looking lash set. I practiced for months on mannequin heads, got better at isolating single lashes, and learned how to pick lash lengths that fit different eye shapes. But back then, I didn’t get it—being good at the technical stuff is a must, but it’s only half the work. The other half? Branding. Not the flashy, over-the-top kind from big beauty brands, but the real, personal kind that turns one-time clients into people who keep coming back, and makes you stand out when there’s so many others doing lashes.
The lash business has blown up in the last 10 years. Walk down any main street, and you’ll find salons doing lashes, freelancers working from home, even people who come to your house to do your lashes. With so many choices, clients aren’t just picking someone who can do lashes—they’re picking an experience, a feel, and someone they trust to make them look better without ruining their natural beauty. That’s where branding matters. It’s the difference between being “just another lash person” and the one clients drive 45 minutes to see, even if there’s a salon right down the block.
For lash artists, branding starts with being yourself. Early on, I made a mistake—I tried to copy a popular local lash artist’s style. My tiny home studio got decorated in boring neutral colors (even though I love bright, bold ones), I offered the same lash styles she did (even though I like making more dramatic, one-of-a-kind sets), and I even stole her social media captions. No surprise, my business felt dead. Clients came, got their lashes done, and never came back. I couldn’t connect with them because I wasn’t being me.
Things only changed when I started leaning into what I love—boho decor and fun, bold lash designs. I painted my studio walls a warm terracotta color, hung macramé and little succulents, and started selling “boho lash bundles” with wispy volume lashes and tiny crystals (my clients still talk about those crystals!). I stopped trying to sound super “professional” in that stiff, generic way. Instead, I talked to clients like friends—shared lash care tips with a joke here and there, posted reels of me jamming to 90s hip-hop while working, and even admitted when I messed up (yeah, pros accidentally stick two lashes together sometimes!). All of a sudden, clients weren’t just booking an appointment—they were excited to be in my space, chat with me, and show off their lashes because they felt like the lashes matched their own personality.
Trust is huge for lash artists’ brand too, and you earn it by being consistent—with your work, how you talk to clients, and what you’re all about. Let’s be real: when a client lays down on your lash bed, they’re letting you touch their eyes. They gotta know you use good stuff, keep everything clean, and that every set you do is just as good as the one before. I always walk new clients through my products—I only use cruelty-free, latex-free glue and vegan lashes—and show ’em how I clean my tools: wipe tweezers with medical alcohol, use new under-eye pads for every single client. I also shoot them a text 24 hours after their appointment to ask how their lashes are feeling and remind them how to take care of ’em. These small, consistent little things don’t just make clients feel safe—they make ’em tell their friends about you.
Social media’s such a great tool for lash artists, but it’s not about posting perfect pics every single day—it’s about sharing your story. I see so many lash artists just posting finished lash sets nonstop, and their feed ends up feeling so cold and salesy. I mix it up with stuff that shows I’m a real person: reels of me laughing with my regular clients, carousels of my studio (even my favorite mug that’s always on my desk!), and I’ll even post about slow days or how tough running a small business can be. This kind of stuff makes people actually connect with you. When folks see you’re not just some lash robot, they’re way more likely to book with you.
I also use social media to show off what makes me different: custom lash designs. A lot of salons only do the pre-set styles—natural, cat-eye, volume—but I work with every client to make lashes that fit their eye shape, their lifestyle, their own style. Like, a busy mom might want low-key lashes that last three weeks, while a bride might want something more dramatic with a little glitter. I post these custom sets on Instagram, tag the client if they’re cool with it, and share their story too. This doesn’t just show I’m good at what I do—it shows my brand’s all about making lashes that are totally theirs.
Pricing is another part of branding that lash artists often forget about. Your prices shouldn’t just be what everyone else is charging—they should show how much your brand is worth. When I first started, I charged too little because I thought it would get me more clients. Instead, I got people who only cared about price, didn’t respect my time, and always tried to haggle. Once I rebranded and raised my prices to match my skills, the clients got better. Now, the people who book with me know they’re paying for a custom experience, good products, and someone they can trust. They don’t argue about prices—they’re happy to pay because they know what they’re getting.
A strong brand’s also about really knowing who your clients are. At first, I tried to please everyone, and my brand was all over the place—total mess. Now I know my go-to client’s a 25 to 45 woman who’s all about self-care, loves fun, unique beauty stuff, and doesn’t mind spending a little on things that make her feel good and confident. I make everything for her—my studio’s look, what I post on social, even the services I do. Like, I have a self-care pack with lashes and a mini facial, and my clients love it ‘cause it’s a little nice treat for themselves. Sticking to this specific group let me build a loyal crew that keeps coming back, over and over.
I’ve learned over the years branding ain’t about being perfect—it’s about being consistent and real. It’s about showing up as you, keeping your word, and making clients feel seen and appreciated. My brand isn’t just a logo or my Instagram page—it’s how I say hi when clients walk in, how I tell ’em how to take care of their lashes after their appt, how I celebrate their big days (I did a client’s lashes for her wedding, and I cried with her when she showed me the pics). It’s all those little things that add up to a brand clients actually love.
If you’re a lash artist just starting out, or feeling stuck, I say focus on your brand. Start by asking yourself: What makes me different? Why do I love doing lashes? Who’s my perfect client? Let those answers guide everything—how you set up your studio, what you post on social media, how you talk to clients. Being good at doing lashes will get people in the door, but a strong, real brand will make ’em come back, bring their friends, and turn your passion into a business that sticks around.
At the end of the day, being a lash artist ain’t just about putting on lash extensions. It’s about helping people feel good in their own skin. Your brand’s what connects your skills to the clients who need and care about what you do. Take care of it, stay true to yourself, and watch your business grow—not just in the number of clients, but in what it means to you.
