The Lash Industry Isn’t Dying—It’s Evolving: Here’s How to Thrive

The Lash Industry Isn’t Dying—It’s Evolving: Here’s How to Thrive

This article was inspired by a keynote presentation I delivered at the 2024 Aotearoa Lash Conference in Tauranga, New Zealand. As someone who has been in the lash industry since 2008, I’ve seen first-hand how trends come and go, and today I want to share strategies that will help you adapt to these changes, attract your dream clients, and grow your business in this evolving market.

The Lash Industry is Evolving, Not Dying

There’s been a lot of talk lately about the lash industry supposedly being on its way out. While it’s true that certain trends, like heavy volume lashes, are less popular, we’re seeing a surge in demand for more natural looks. Services like lash lifts and classic lash extensions are gaining momentum, particularly among clients who favour the ‘clean girl’ aesthetic—minimal, polished, and effortlessly beautiful.

The data speaks for itself. Google search trends show an increased interest in natural lash enhancements, which aligns with what we’re seeing at Brisbane Lashes. Clients want styles that enhance their natural beauty without the overwhelming drama of oversized lashes. So, it’s clear that the industry isn’t dying; it’s simply evolving, and this shift presents a big opportunity for salons to adapt and thrive.

What’s Hot & What’s Not

At Brisbane Lashes, we’ve built our reputation on enhancing our clients’ natural beauty. Right now, clients are looking for subtle, natural styles that work with their face shape and lash health. This means classic lashes and lash lifts are incredibly popular. By focusing on creating balance and harmony with shorter lash lengths, we provide styles that are easy to maintain and keep our clients coming back.

On the flip side, what’s fading out? Overpowering lashes that are difficult to maintain, age the client, or simply don’t fit with their natural lash growth. Offering styles that work with the client’s natural features and lash cycle not only improves retention but also attracts clients who are looking for something they can maintain long-term.

Why It’s Time to Revamp Your Lash Menu

One of the most impactful changes you can make in your salon is to rework your lash menu. Instead of sticking to the typical 'classic, hybrid, and volume' sets, think about how you can appeal directly to your dream clients. For example, at Brisbane Lashes, we’ve created services like “The Corporate Effect,” which caters specifically to professional women looking for a polished, subtle look.

This naming strategy helps potential clients easily identify with the service they need. Just be cautious when using terms like "natural" to describe a service. Everyone’s definition of natural is different, and this can lead to miscommunication and disappointment. Make your service descriptions clear and accurate to ensure clients book the right treatment for them.

What Does Your Pricing Say About You?

Your pricing communicates the value of your work. When I first started, I priced my services far too low, thinking it would attract more clients. But this approach backfired—people questioned my skills purely based on price. Low pricing can often signal low quality.

Over time, I raised my prices and, to my surprise, I began attracting more clients who were willing to pay for premium services. Pricing yourself correctly shows confidence in your work and attracts clients who value quality over cost. Underpricing not only undermines your business but can also devalue the industry as a whole.

The Untapped Market for Natural Lash Enhancements

There’s a significant gap in the market for salons that specialise in natural lash enhancements. While many salons focus on volume and dramatic styles, the demand for more subtle, natural looks is rising. At Brisbane Lashes, about 90% of our clients prefer these natural styles, which further proves that women are seeking options that enhance their natural beauty without overwhelming their features.

If your salon isn’t yet offering classic lash extensions or lash lifts, now is the perfect time to start. By filling this gap in the market, you can attract clients who want an elegant, natural look but have been put off by overly dramatic lash trends.

Attracting and Retaining Your Dream Clients

To build a successful and sustainable lash business, you need to know your dream client inside and out. At Brisbane Lashes, our ideal client is “Jessica.” She is a professional woman who values quality and consistency, and she’s willing to invest in her appearance. By focusing on this client profile, we’re able to tailor our services, pricing, and marketing directly to her needs.

When designing your menu or crafting your marketing messages, always keep your dream client in mind. Don’t try to appeal to everyone—focus on becoming indispensable to the select few who are the perfect fit for your business.

Turning Clients Into Lifelong Fans

Creating a loyal client base is about more than just offering great lashes. At Brisbane Lashes, we focus on building genuine connections with our clients. It’s the little things—like remembering details about their personal lives, offering tailored aftercare advice, or sending a quick follow-up message—that keep clients coming back.

Here are some ways we elevate the client experience:

• Personal touch: Remember important details about clients, such as their pets, hobbies, or upcoming events.
• Follow-up: Send a check-in message between appointments to show you care about their lash health.
• Extra touches: Offer small but memorable extras, like a quick scalp massage or a snack trolley during their appointment.

Key Takeaways: How to Succeed in a Changing Lash Industry

The lash industry is evolving, and success lies in how well you adapt. Here’s a quick checklist of steps to take:

• Align your menu with current trends: Focus on natural lash enhancements like classic lashes and lash lifts.
• Set your pricing to reflect your value: Don’t undercharge—price your services to attract clients who appreciate quality.
• Know your dream client: Tailor your offerings to meet the needs and desires of your ideal client.
• Elevate the client experience: Go beyond just lashes—build genuine connections and offer a personalised service.
• Consider revamping your service names: Create names that resonate with your target market, making it easier for clients to choose the right service.
• Position yourself as an expert in natural lash enhancements: Tap into the demand for subtle, elegant styles that are easy to maintain.

By following these steps, you can ensure that your business not only survives but thrives as the lash industry continues to evolve. Remember, it’s not about appealing to everyone—it’s about becoming the go-to expert for your dream clients.