You're In On the Secret

The LashJoy Journey: For the Artist, By the Artist

Hey everyone!

I'm thrilled to share a little bit of our brand glow-up journey here at LashJoy. It's been a wild ride to say the least, and I can't believe we're finally here: packing our very first order in our new branding!

This whole adventure started over two years ago, just us and our big dreams, quietly working away in the shadows. And guess what? It was all for you – The talented artists who make the world a more beautiful place, one lash at a time.

We've taken a deep dive into reimagining the LashJoy brand. Our goal? To elevate lash artists everywhere with our unparalleled products and elite education.

Our focus? To be consistently excellent, but also forever innovating.

The road wasn't easy. We faced our fair share of challenges, like when we had to rebuild our website from scratch. After a costly and not-so-great experience with a local web development agency, we rolled up our sleeves and dove into the world of Shopify. It's amazing how much you can learn from a tough situation!

Our packaging got a major makeover, too. We visited factories, designed countless prototypes, and finally hit the mark of perfection. We pre-ordered about 3 tons of packaging and new products for our big relaunch. Can you believe it?

Photographing our products was a marathon in itself. We owe a huge thank you to our creative team Sharestory, who've been with us since the first Pro Series Lash Competition back in 2017. Their talent and dedication have been a cornerstone of our brand's transformation.

Now, let's talk about the model campaign shoot – pricey, stressful, but oh-so-fun! We always say, "our students are our brand", so naturally, our LashJoy students were front and center as models. We also teamed up with Grace, an OG LashJoy artist and owner of Audrey & Freya Jewellery. The models rocked her stunning pieces during the shoot!

And guess who styled their hair? Max Pinnell, the best hairstylist in the country! We flew him in from Sydney just for this. Working with someone who's styled celebrities like Beyoncé and Madonna was a dream come true. He brought such incredible energy to the set!

Adding to the magic, the talented team at Brisbane Beauty Canvas made sure our models looked flawless with their makeup artistry. And the lovely May May from Mayfair Boutique provided the stylish outfits. In total, about 25 dedicated people brought their best to the table, turning our vision into reality.

Throughout this entire 2+ year rollercoaster ride, our small but mighty LashJoy team has been working tirelessly. We've put in endless hours and sacrificed a lot, but it's all been worth it. Because at the end of the day, this isn't just for us. It's for you – the artist.

So here we are, ready to start this new era of LashJoy with you. We hope our products and education help you shine even brighter in your artistry. Thank you for being the heart and soul of LashJoy.

Stay amazing,

Joy x