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Marketing 101: Tips for Lash Artists to Grow their Business

You’re not just a lash artist, you’re a one-person business, and this means wearing multiple hats you didn’t know you’d have to wear. Marketing your lash business may seem easy, but in the world of ever-changing algorithms, new generations coming into social media, and new platforms to master, it can be more than overwhelming for the average lash artist. We can’t stress the importance of marketing your lash business enough! It not only opens up a realm of possibilities for connecting with clients, showcasing your skills, and elevating your brand presence, but also ensures your books stay booked for months at a time. 


Don’t feel overwhelmed! Remember, the first rule of marketing is understanding your target audience. By understanding what type of client you want to attract, your content is sure to reach the right eyes. We’re here every step of the way to help guide you and share some insightful marketing strategies tailored specifically for lash artists. From establishing a compelling online presence to leveraging the influence of social media, each tip is designed to provide a holistic understanding of how to navigate the dynamic landscape of marketing with creativity and finesse. So, let's dive into the world of strategic marketing for lash artists and set your business apart from all the rest!

Identifying Your Target Audience

The target audience for lash artists typically includes individuals who are interested in enhancing their eyelashes for cosmetic or lifestyle reasons. This can encompass a diverse range of people, such as:

  • Individuals Interested in Beauty and Aesthetics: People who prioritize grooming, beauty, and overall aesthetics often seek the services of lash artists to enhance their appearance.
  • Special Occasion Seekers: Those preparing for special events like weddings, parties, or photoshoots may be interested in lash extensions or enhancements for a polished look.
  • Busy Professionals: Individuals with busy schedules who seek a low-maintenance beauty routine may find lash extensions appealing as they eliminate the need for daily mascara application.
  • Beauty Enthusiasts: People who enjoy experimenting with beauty trends and staying current with the latest cosmetic enhancements may be drawn to lash artistry.
  • Those with Sparse or Short Lashes: Individuals with naturally sparse or short lashes may seek the expertise of lash artists to achieve a fuller and more voluminous lash appearance.

Craft an Engaging Online Presence

Your online presence is often the first interaction potential clients have with your lash business. Ensure your website is user-friendly, visually appealing, and provides comprehensive information about your services. Use high-quality images of your work and consider incorporating client testimonials to build trust. Invest in a powerful ring light which not only helps while you’re lashing, but also when you take your before and afters. We also recommend keeping a tripod handy to set up your phone to record while you lash. Remember, always make sure your client is comfortable being filmed and gives some form of written consent to being filmed and posted (even if it’s just a quick text to make sure they’re okay with it). Feel free to incentivize your clients at first by offering a discounted fill or aftercare products in exchange for being posted on your social media account.

Leverage the Power of Social Media

Social media platforms are invaluable for connecting with your audience. Share before-and-after photos, behind-the-scenes glimpses, and client stories to showcase your expertise. Engage with your followers by responding to comments and messages promptly. Additionally, consider running targeted ad campaigns to reach a wider audience. Take advantage of trends quickly - especially with TikTok, and ensure any TikToks you create are also being shared on your Instagram feed to maximize your reach. If posting regularly seems too much, then we recommend looking into platforms that allow you to schedule your posts in advance so you can spend less time posting, and more time lashing and relaxing!

Educate Your Audience

Position yourself as an authority in the lash industry by sharing informative content. Create blog posts or videos that discuss the different types of lash extensions, aftercare tips, and trends in the industry. Educating your audience not only builds credibility but also establishes a stronger connection with potential clients. Whether you’re educating your clients about lash techniques or styles, it’s also important for your audience to get to know you to further build that trust. Introduce yourself, show your life outside of lashing from time to time, and let your personality shine through in your content.

Collaborate with Influencers

Partnering with beauty influencers can significantly boost your visibility. Identify local influencers whose aesthetic aligns with your brand, and reach out to them for potential collaborations. This could involve offering them complimentary lash services in exchange for promoting your business to their followers. Make sure you do your research and chat with any influencers before offering them a service in exchange for promotional content. Partnering with local influencers is a great way to connect with an audience that’s close by and help build your own profile by being featured from an established brand. We also recommend sifting through any tagged photos from clients and reposting them with the client’s consent to further help boost your brand and make your clients feel special about being featured. Always request your clients tag you in any lash selfies post-appointment so new clients can see what their lashes could look like without the studio lights and lash artist angle!

Implement a Referral Program

Encourage your satisfied clients to become ambassadors for your business. Develop a referral program that rewards clients for recommending your services to others. This not only incentivizes current clients but also helps you tap into new networks. Your client testimonials and word of mouth remains to be one of the best ways to get clients booking with you. Print out business cards you can send home with your clients that contains all the necessary information someone might need to get in touch about booking a service or checking out your social media.

Host Virtual Workshops or Q&A Sessions

Showcase your expertise by hosting virtual workshops or Q&A sessions. This not only allows you to connect with your audience but also positions you as an industry leader. Topics could range from lash care tips to the latest trends, catering to both existing clients and potential ones.

Remember, consistency is key in marketing. Implementing these strategies over time can contribute to the sustained growth of your lash business. Best of luck, and may your lash business continue to thrive! Your voice is powerful, so any information you share should be researched and accurate - no cancel culture here! 


Effective marketing for lash artists hinges on an expert understanding of your target audience. By recognizing the diverse individuals who may seek out lash services, from beauty enthusiasts to busy professionals, lash artists can tailor their strategies to meet specific needs. Know your area. Are you surrounded by business professionals who are rushing out the door at 7 AM to make it into the office? Maybe you live in a suburb with busy moms who could use a couple hours of TLC. Always look at who is in your area and who you want as a client. As the beauty industry continues to evolve, staying in the know for trending TikToks and microtrends will be a key factor in the overall success of your marketing strategy. As a business owner, being in the dark or being non-existent on social media is simply impossible in this digital era. We hope these tips and tricks helped you better understand how to market yourself and your business!

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