How I Got Started in the Lash Industry

How I Got Started in the Lash Industry

The Turning Point: From Fashion to the Lash Industry

When I look back, it’s hard to believe how my journey in the lash industry started from a single decision that changed everything. I was running a fashion clothing store in my hometown, Brisbane, Australia. Life seemed to be going well—until around 2008 when the global financial crisis hit. Business at the store slowed down dramatically, and I knew I had to think of something new. That’s when I decided to take a break, visit my family in Thailand, and do something a bit unexpected.

How I Discovered Eyelash Extensions

On that trip to Thailand, I thought I’d do an eyelash extension course for fun. I’d always enjoyed working with intricate details, like making jewellery, so I figured why not try lashes? I had no grand plans—I thought, at the very least, I could learn to do my mum’s lashes (she was getting them done at a local salon, and they weren’t great). Little did I know, this “just for fun” course would spark a whole new direction for me.

When I returned to Brisbane, I was still hopeful that my clothing store would bounce back. But reality hit hard, and by 2009, I had to make the tough decision to shut it down. It was a scary time, but also an exciting turning point. I decided to take my new lash skills seriously and see if I could turn this hobby into something more. And so, Brisbane Lashes was born.

Building Brisbane Lashes: Growing a Lash Business Without Instagram

Starting Brisbane Lashes was both thrilling and challenging. Lashing wasn’t mainstream back then, and building a client base was no small feat. Although Facebook was available, there was no Instagram to showcase my work and attract clients. I relied on word-of-mouth, worked incredibly hard to perfect my technique, and made sure every client felt valued. Slowly but surely, clients started coming in, and I began to see the potential in this path.

My business took a major turn when I was featured on A Current Affair as an industry authority to discuss the growing lash industry. This appearance gave me visibility and credibility, and it was shortly after this that I decided to launch my first 6-Day Beginner Eyelash Extension Course. At the time, I received a lot of criticism for making the course six days long and “too expensive.” People told me it wouldn’t work, that students wouldn’t commit to a course that long. But I believed in the value of thorough training, and I knew that if I was going to teach, I wanted to give my students everything they needed to succeed.

Fast forward to today, and it’s almost funny—now, a six-day beginner course is the industry standard. People who once questioned my approach now see the importance of in-depth training. As the saying goes, “First they laugh at you, then they copy you!” My advice to anyone in the industry: if you believe in what you’re doing, have the courage to go for it. Just because something’s “new” doesn’t mean it’s wrong, and just because “that’s the way it’s always been done” doesn’t mean it’s right.

From Brisbane Lashes to LashJoy: Building a Lash Brand

Looking back, the journey from that small, word-of-mouth business to what LashJoy is today has been filled with milestones, challenges, and so many incredible moments. I’m grateful to be where I am, and it’s been a rollercoaster ride. Here are a few of the achievements that mean the most to me:

• Built a team of over 15 people who share the same passion for changing the lash industry.
• Featured on A Current Affair as an authority to speak on behalf of the lash industry.
• Won several awards locally and internationally for lash artistry.
• Facilitated over 300 Lash Mastery events across Australia and Asia.
• Taught more than 2,500 students, helping to create countless successful lash artists and award-winners.
• Served as a keynote speaker and competition judge at lash conferences around the world.
• Launched LashJoy, my own eyelash extension supplies company, trusted by 50,000+ lash stylists worldwide.
• Developed a beginner Eyelash Extension Online Course, a 35+ hour course, offering the most comprehensive beginner lash training online.
• In 2017, launched Australia’s first LIVE lash competition, the Pro Series Lash Competition.
• Recognised by the Australian Financial Review as one of Australia’s Top 100 Fastest Growing Companies.
• LashJoy was awarded the 2019 ABIA “Best Business Performance of the Year” award.
• LashJoy Academy was awarded the 2019 ABIA “Educator of the Year” award.
• Started a YouTube channel, now a 2x internationally awarded channel, averaging over 100,000 minutes of watch time each month.
• Developed BookJoy, a world-first online booking system designed specifically for the lash industry, set to launch soon.

Lessons Learned in Building a Successful Lash Career

This journey hasn’t been easy, but the challenges have been some of my greatest teachers. Here are a few lessons I’d share with any lash artist starting out or looking to grow:

• Believe in Your Vision: There will always be people who doubt or criticize what you’re doing. Trust your instincts, and don’t be afraid to take a different path if it feels right.
• Invest in Quality Training: Good training is the foundation of your career. It’s what will give you confidence in your skills and allow you to grow as an artist.
• Build Real Connections with Clients: A loyal client base is built on trust, quality, and connection. Make every client feel valued, and they’ll stick with you.
• Stay Resilient and Keep Learning: The industry is always evolving, and there’s always something new to learn. Embrace change and keep improving your skills.

Final Thoughts on My Lash Journey: From Small Idea to Big Dream

Starting out in 2008 with just a few supplies and a bit of curiosity, I never imagined that one day I’d be here, helping others build their lash dreams too. My journey from running a fashion store to becoming a lash artist, educator, and business owner has been filled with ups and downs, but I wouldn’t change a thing.

If you’re just starting out in the lash world, remember this: your passion, hard work, and belief in yourself are what will make you stand out. The lash industry is a beautiful space filled with incredible opportunities. Follow your heart, stay focused, and who knows? Maybe one day you’ll look back and be amazed at how far you’ve come too.

Joy x