Step-by-Step Guide for New Lash Artists: How to Start a Home Business in Australia

Step-by-Step Guide for New Lash Artists: How to Start a Home Business in Australia

Starting your own lash business is an exciting journey, and I’ve been exactly where you are now. My name is Joy Crossingham, a multi-award-winning lash artist, and I’ve been in the industry since 2008. Back then, I started as a mobile artist charging just $50 for full sets and $35 for refills. It’s a wonder I didn’t go broke! Fast forward to today, my Brisbane Lashes salon is one of the most highly regarded in Australia, with my team managing over 10,000 appointments a year.

Success doesn’t happen overnight, but with the right plan and mindset, you can build a thriving lash business from home. Here’s your step-by-step guide to help you get there.

1. Research and Planning

Cost: Free

Before picking up your tweezers, let’s start with some strategic research and planning. This isn’t just about the lashes—it’s about building a business that stands out in a competitive market.

How to:

• Market Research: Start by searching “lashes near me” on Google and Instagram. What are local artists charging? What services are they offering? Make notes on what you see. This research is crucial because it gives you a clear picture of the market, helping you identify what sets you apart. Your point of difference could be your pricing, service quality, or even offering something niche that no one else in your area is doing.

  Think of this as your foundation—knowing what’s out there allows you to carve your own space in the market confidently.

• Business Plan: With your market research done, it’s time to create a solid business plan. This doesn’t have to be complex, but it should outline your goals, target market, pricing structure, marketing strategies, and financial projections. Having a clear plan helps keep you focused and makes decision-making easier. Use a free business plan template as a guide to get started. You’ll be glad you did—trust me!

Pro Tip: Focus on your target audience when writing your business plan. Are you aiming for high-end clients or offering affordable beauty for the everyday customer? Tailor your services to match the needs of your ideal clients.

2. Council and Landlord Approval

Cost: Varies (Approx. $50 - $300 AUD)

Before you go ahead and register your business, make sure you have the legal right to operate from home. This step ensures you can move forward without any hiccups.

How to:

• Council Approval: Contact your local council to check if you need permits or approvals to run a home-based business. This may include zoning regulations or health and safety standards. It’s better to clarify early so you avoid issues down the line.

• Landlord Approval: If you’re renting, securing approval from your landlord is essential. Many landlords are mainly concerned about their liability in case something happens, like an accident involving a client. Reassure them by highlighting that you have your own insurance in place, so they won’t be held responsible. Having this written approval gives you peace of mind and a solid foundation for your business.

Pro Tip: Always check with your council first, as regulations vary by location. This will save you time and potential headaches down the road.

3. Business Registration

Cost: ~$39 AUD (ABN registration)

Now it’s time to make things official! Registering your business is one of the most exciting milestones because it makes everything feel real.

How to:

• ABN Registration: Apply for an Australian Business Number (ABN) via the Australian Business Register. This is quick and essential to legally operate and claim tax benefits.

• Business Name: Here comes the fun part! Pick a name that reflects your brand and stands out. Make sure it's unique by searching through ASIC and register your business name. Your name is often the first impression of your brand, so choose wisely.

Pro Tip: Keep your business name simple, memorable, and reflective of your brand. A catchy name is easier to market and more likely to stick in people’s minds.

4. Set Up an Online Booking System

Cost: ~$20 - $100 AUD monthly

This step will change how you run your business—it’s a game-changer! An online booking system is more than just convenience; it’s one of the best investments you’ll make.

How to:

• Choose a System: An online booking system acts as your virtual assistant, handling bookings, rescheduling, and reminders automatically. It saves you countless hours of back-and-forth with clients and prevents missed opportunities when you’re unavailable to reply. Platforms like the soon-to-be-released BookJoy, Acuity, and Fresha are popular options for lash artists.

  Pro Tip: You only need one booking per month through the system for it to pay for itself. Without one, you’re almost guaranteed to lose more than that. Imagine someone discovering your Instagram at 11 PM, wanting to book, but you don’t have an online booking option. They’ll likely scroll on and find someone else who does! Plus, with automatic appointment reminders and rescheduling, you avoid the risk of human error, freeing you up to focus on what you do best—creating amazing lashes.

• Integration: Your booking system should be prominent across all your online touchpoints—social media, Google/Apple Business, online directories, and your website (if you have one). Clients need an easy, seamless way to book with you at any time.

5. Google My Business

Cost: Free

While social media helps build your presence, Google is where clients are actively searching for services. Having a well-optimised Google My Business profile puts you right in front of potential clients ready to book.

How to:

• Set Up: Create a Google My Business profile. Fill out all relevant details like your business name, address, hours, and services. This ensures you show up when clients search for lash services in your area.

• Optimise: Add high-quality images of your workspace and lash work, and don’t be shy about asking your happy clients for reviews! People tend to trust businesses with good reviews and strong online reputations. Keep your profile updated with your latest offerings or special promotions, so clients see that your business is active.

  Pro Tip: Don’t confuse social media with Google. Social media is fantastic for marketing, but clients with high intent—those ready to book—turn to Google. Spend time on both, but make sure your Google Business profile showcases your very best work. Show off the clients you want to attract more of—this builds confidence and trust with new customers who see your portfolio. Having both an optimised Google profile and an active social media presence will ensure you’re attracting your ideal client from all directions.

6. Insurance

Cost: ~$500 - $1,000 AUD annually

You’ve got to protect your business. Insurance is a must-have for any professional lash artist—it’s your safety net.

How to:

• Research Providers: Look for beauty-specific insurance options that provide public liability and professional indemnity coverage. Providers like AAMI, BizCover, and Sparrow offer policies tailored to beauty businesses.

• Coverage: Make sure your policy covers you for all the unexpected incidents that can happen, from client injuries to claims of negligence. While no one likes to think about worst-case scenarios, being prepared will give you peace of mind to focus on your business.

Pro Tip: Get multiple quotes and compare what each policy covers. Choose one that suits your needs, especially if you’re offering services from your home.

7. Training and Certification

Cost: ~$1,000 - $15,500 AUD

Training is your biggest investment—and it will pay off tenfold. But before you jump into a course, let’s clear up some common misconceptions.

How to:

• Choose the Right Course: A common myth is that you need to attend a nationally recognised training course to become a qualified lash artist in Australia. Let me be clear—you 100% don’t. This is often just a marketing tactic used by some academies to boost enrolments. In fact, 95% of lash artists in the country haven’t done this type of training, and those who have often find the courses outdated and lacking in real substance.

  LashJoy Academy courses are not nationally accredited—and we’re proud of it. The eyelash extension industry in Australia isn’t regulated, so there’s no advantage to attending a nationally accredited course in terms of gaining more knowledge or expertise. What matters is the quality of the training, and I’m proud to say that LashJoy Academy was recognised as the winner of the Australian Beauty Industry Awards for “Educator of the Year - Organisation.” This is a true testament to our standard of excellence, surpassing many nationally accredited academies.

• Ongoing Training: Your first course is just the beginning. Continuing to invest in your skills will help you stay ahead of industry trends and ensure that you keep growing as an artist. Allocate a budget for ongoing training, whether it’s workshops, new techniques, or advanced courses. Your career—and your clients—will thank you for it.

Pro Tip: Do your research when choosing a training provider. Look for reviews from past students, check for post-course support, and make sure the trainer has real experience in the industry. A good course will prepare you for real-world success, not just give you a certificate.

8. Set Up a Social Media Presence

Cost: Free

Your social media is your digital storefront, and it’s the perfect way to showcase your brand, build relationships, and attract clients. But it’s important to understand that social media is for marketing, not for high-intent bookings.

How to:

• Create Professional Profiles: Set up dedicated business profiles on Instagram, Facebook, and any other relevant platforms. Your social media should be a visual representation of your brand, so make sure your feed is curated with high-quality photos and videos of your best work. Tools like Canva make it easy to create on-brand, professional graphics that showcase your services and promotions.

• Content Strategy: Consistency is key! Post regularly and aim to engage with your audience through a variety of content—before-and-after photos, client testimonials, tutorials, and tips for lash aftercare. You want your followers to think of you as the go-to expert in your area.

Pro Tip: Not sure what to post? Reverse-engineer your content based on the results you want. Need more bookings? Post a limited-time offer. Want more engagement? Share tips or tutorials that encourage saves and shares. For more detailed strategies, you can check out our Content Ideas for Lash Artists eBook.

9. Supplies and Equipment

Cost: ~$1,000 - $2,000 AUD

The quality of your lash supplies will directly impact the results you achieve—and your reputation as an artist. Don’t cut corners here.

How to:

• Invest in Quality: When I first started LashJoy, it was because I was fed up with inconsistent supplies that let me down. Trust me, you’ll feel the difference in high-quality lashes, adhesives, and tools. Your clients will, too. There’s no bigger confidence booster than knowing you have reliable, professional products at your fingertips.

  If you try to save a little here and there by going for cheap supplies, you’ll end up paying for it in the long run with poor results and lost clients. So, whether it’s your tweezers, lashes, or adhesives, always go for the best you can afford.

• Build Relationships with Suppliers: It’s not just about the products, it’s about the service. Work with suppliers who understand the needs of lash artists, offer consistent quality, and provide excellent customer support. Having a reliable supplier means you can focus on your clients without worrying about whether your products will perform.

Pro Tip: When buying lash supplies, it’s worth buying in bulk. Not only will this save you money in the long run, but you’ll always have everything you need on hand without risking running out of essentials.

10. Set Up a Payment System

Cost: Variable (transaction fees apply)

When it comes to payment, make it as easy as possible for clients to pay you. This step is all about reducing friction and ensuring that no one has a reason to walk away without booking.

How to:

• Choose Payment Gateways: I always tell lash artists, “Don’t make it hard for someone to pay you!” Clients want options, so integrating multiple payment systems like Stripe, Apple Pay, Google Pay, Afterpay, and Zip gives them flexibility. This is especially important if you offer service bundles, such as a combination of makeup, lashes, and brows, which tend to be higher-priced. Clients might prefer to split the payment into instalments for these bigger packages.

  Pro Tip: Offering higher-priced options, like service bundles, also makes your core services (like standalone lash sets) seem more affordable by comparison. It’s a subtle way to create perceived value.

• Seamless Integration: Make sure your payment system works smoothly with your booking system. Clients should be able to book and pay without any extra steps or hassles. A smooth process not only makes things easier for your clients but also makes your business look more professional.

11. Building Client Relationships

Cost: Free

The relationship you build with your clients will be the cornerstone of your business. It’s not just about delivering great lashes; it’s about delivering a great experience. And from our experience, “connection” matters much more than you might think.

How to:

• Focus on Connection: Clients are far more likely to leave a lash stylist they don’t connect with, even if the lashes are technically good, in favour of someone they feel a bond with, even if the lashes aren’t quite as perfect. Connection is everything! Clients who feel valued and understood will keep coming back. Think of it this way: making clients feel special should be your focus, not just applying flawless lashes.

  Pro Tip: Think about what your clients want to know, see, or learn about lashes, and create content around that. For example, post tutorials, styling tips, or fun facts about aftercare, rather than something like, “$99 lashes this week only.” By providing value, you build trust and loyalty.

12. Marketing and Branding

Cost: Variable ($200 - $500 AUD)

Marketing and branding are your chance to tell your story and showcase what makes you different. It’s also how you attract your ideal clients.

How to:

• Develop Your Brand: Whether you use Canva or hire a designer, your brand needs to be consistent across everything—from your social media to your business cards. A strong, professional brand helps you stand out and gives your business a polished, trustworthy look.

• Marketing Strategy: Rather than jumping into paid ads, focus on organic strategies first. For example, referral programs are a great way to grow your client base without spending too much. Offer clients a discount or free service when they refer a friend. Another effective strategy is collaborating with other beauty professionals, such as hairstylists or makeup artists, to cross-promote each other’s services. This way, you can tap into each other’s client bases.

Pro Tip: A well-curated brand and consistent marketing strategy will help potential clients trust your business from the first interaction. Trust is what ultimately leads to bookings.

13. Ongoing Education and Improvement

Cost: Variable

The lash industry is always evolving, and to stay at the top, you need to be constantly learning and improving. You never want to be the lash artist that says, “I’m already qualified.”

How to:

• Stay Updated on Trends: Keeping up with the latest trends and techniques will help you offer services that clients can’t find anywhere else. Whether it’s the “wet look” lash trend or the newest technique in lash lifts, staying on top of what’s trending will keep you ahead of the game.

• Invest in Continuous Education: Attending workshops, webinars, or advanced training courses will not only boost your skills but also your confidence. Clients will notice when their lash artist is up-to-date with the latest techniques, and they’ll appreciate the extra value you bring to the table. Plus, ongoing education is key to staying competitive in a crowded market.

  Pro Tip: Even after you’ve mastered the basics, never stop learning. The best lash artists are the ones who are always looking to improve their craft. Whether it’s new styling techniques, product advancements, or even learning photography to take stunning content for your social media, there’s always something new to master. I’ve been lashing since 2008, and I’m still constantly seeking new knowledge—because that’s how you stay ahead in this ever-changing industry.

Conclusion

Starting a home-based lash business in Australia is more than just mastering lash techniques—it’s about building a brand, nurturing client relationships, and investing in yourself and your business. With each step you take, you’re setting the foundation for long-term success. Believe in your vision, follow this guide, and remember: success is built one client—and one lash—at a time!

Joy x