How to start an eyelash business

Like many other professions, a specialist eyelash technician can make a decent living. The pay can be better than a typical entry-level job — but it’s not great.

If you want to make some real money doing lashes, you’ll have to start your own business. Although entrepreneurship is harder in the beginning, the rewards are much greater.

As a businessperson, you can make more money and also have the freedom to follow your own schedule. You’ll create long-term friendships with your clients and you’ll have more creative control over your techniques, tools, and materials. You’ll get to create your own style and go from technician to artist.

If you’re ready to take on the challenge, let’s get started.

Get the skills

The first and most important thing to remember about doing eyelashes is that it’s a cosmic procedure that requires skill and training, like tattoos and piercings are. It’s not invasive, but it does involve risk. You shouldn’t just watch a couple of YouTube videos and start sticking lashes on your cousin.

You’re dealing with glue, chemicals, and people’s eyes. There’s a lot that can go wrong. Don’t try to wing it. Research the licensing requirements for doing lash extensions where you live and be sure to obtain the proper training and professional certifications before getting started. 

Education options

• Online courses: You can probably learn a lot from YouTube videos, but the vloggers will rarely cover everything. YouTubers want regular subscribers, so they’re not likely to give away all their knowledge in one or a few videos. But you can get a quality education from sites like Udemy. A quick search reveals over 125 eyelash courses available. Most eyelash courses on Udemy cost less than $200 and are very highly rated. Udemy often has sales that you can look out for as well.
• Local classes and licensing programs: If you live in or close to a big enough city, there are probably local businesses that will teach you how to do lashes. Sometimes having a teacher really helps people learn, so this may be your best choice. Local classes will cost you more than teaching yourself, of course. So make sure you pick a good one. Check Google and Yelp reviews. See if they have a listing on the Better Business Bureau. And talk to other students if you can.
• Practice dummies: You should be doing this no matter what. Before you even touch a human head, you should put in 100 hours or more practicing on a dummy. You’ll probably do plenty of this if you enroll in a local licensing program. You want to come out of the gate as good at this as possible. You want your first customer to be just as happy as your 1000th. You can get a practice kit with everything you need to get started for about $50 on Amazon.

Certification

Most states require professional eyelash technicians to be licensed in order to practice on clients or start a business. 

This involves taking courses, logging training hours, and taking an exam to achieve your certification. What it takes to get a certification is going to be different from one academy to the next. Research licensing requirements where you live before you get started.

Having the proper skills and a professional license is the proper foundation you need to build your lash business. Also, having a certification hanging on the wall of your studio gives you credibility and makes you more trustworthy to your clients.

Build the business

At this point, you probably have a good idea of what you want your business to look like. Or maybe you don’t have a clue and just know that it’s what you want to do.

Either way, you should do a lot of planning before you get started. Don’t get bogged down trying to figure out every little thing — however, your business will have a better foundation if you start with a clearer picture.

Brainstorming

The first thing to do is start dreaming about your business. Then, sit down with a pen and paper and brainstorm everything related to your business.

Get everything that’s been bouncing around in your head out on paper as fast as you can. Make it nice and organized later. For now, just write it all down before you forget anything.

To get started, here are a few questions to consider:

• What are your goals?
• What styles will you offer?
• How will you stand out from the competition?
• What hours do you want to work?
• Where will you work from?
• What do you need to get started?
• How much will you charge?

Now that you have a clearer vision, it’s time to think about the business part of the business.

Developing a professional business plan

A business plan is where you’ll take all those ideas and turn them into a polished business document. You can show that document to advisors, investors, and anyone who can help you build your business.

There are a lot of places to learn more about business plans. One of the best is the Small Business Administration (SBA). They have a great guide that will teach you everything you need to know.

Seeking advice and mentorship

Next up, you should find advisors and mentors. They could be friends and family you know who are already doing lashes or other salon work, for example.

But if you don’t know anybody personally, the SBA can help. They have a network of local experts they can connect you with.

SBA advisors can help you build your business and get it off the ground because they’ve done it themselves. They’re mostly retirees who’ve successfully run their own businesses. And now they volunteer their time to help others start businesses of their own.

Make a name for yourself

You know how it is. Your business is all about doing lashes for people, but you aren’t going to get anywhere unless you build a brand for yourself on social media platforms like Instagram. TikTok can’t hurt, either.

But before you get started launching a marketing campaign, you should at least know what you’re going to call your business.

Domain names

You can probably get away with just social media, but having a website helps you look more professional. If nothing else, it’s a good place to list your social media links, but you can also use it to book appointments and collect payments.

Getting the perfect domain name can be tricky. That’s why you should do it before you pick your actual business name. Here are some pointers to finding the perfect domain:

• Keep it simple. A longer name will be harder to remember and type. Make it easy to say, spell, and share.
• Don’t use numbers or hyphens. They may make finding a domain name easier, but they can also confuse your customers and make it harder to type.
• Consider alternative domain names. Don’t give up if your first dream domain isn’t available. They’re hard to get. Just keep trying.
• Make sure it makes sense. Your domain name should tell people exactly what to expect. For example, lisaslashes.com is going to make more sense than lisaslids.com.

Business name

Now that you have your domain name, think of a few business names that are close to your domain name. It’s not as hard as grabbing a domain name, but you may not be able to grab the first business name you want, either.

Social media

Social media is easier to figure out than your domain name. People expect extra words and symbols. And they almost never need to type in the whole thing. On top of that, you can always change your name later.

Start off with the social media platforms you already use personally and create new accounts for your business. We’ll get back to what to do with those accounts later.

Get funding

You may not need more than a few hundred bucks to get started. For example, you can get a nice starter kit for less than $200.

But if you want to start a business with a salon and employees, you’ll need some funds to get the ball rolling. This is where that business plan and those advisors will really help out.

But here are a few pointers to keep in mind while seeking funding:

• Know your numbers. It may seem obvious, but you should really know your exact needs before asking for money. That includes anticipated costs, revenue sources, and profit margins, to name a few.
• Be realistic. When applying for financial assistance, you must have reasonable expectations. Anyone who gives you money is taking a risk by investing in your vision, so don’t ask for more than you need.
• Get ready to answer hard questions. Nobody’s going to just hand over their money because you asked nicely. Know your business. Know your plan. And be ready for anything.
• Have a plan B. No matter how well you prepare, there’s always a chance that you won’t get the money you need. If that happens, you should have a backup plan.
• Be patient. It could take a long time to find someone who’s willing to give you a leg up. In the meantime, keep practicing your art. And maybe try to drum up the money on your own by hustling.

Protect yourself by keeping it legal

As mentioned earlier, doing lashes is cosmetic procedure that requires skill, training, certifications, and a license. You could be completely careful and have the steadiest hands in the world, but all it takes is one sneeze, and someone could get hurt.

Fortunately, there are a number of ways to keep yourself safe. Here’s a list of a few of them and some other legal matters to consider as well:

• Incorporation: You can do business under your own name, but that won’t protect you from a lawsuit. In the event of legal or financial troubles, doing business as a corporation will help protect your personal assets from liability.
• Insurance: You’ll also want to get a professional liability policy. They’re designed specifically to protect you and your business in case of injury or other mistakes. Specific policies are available for estheticians.
• Federal and state tax IDs: You’ll need to obtain a federal Employer Identification Number (EIN) or equivalent from the Internal Revenue Service (IRS). That card works like a Social Security number for your business. It will let you open a business checking account and handle your taxes. Your state may have their own ID program as well.
• Licenses and permits: Almost every business needs certain permits, whether you have a storefront or not. And different businesses will need different permits. Every city, state, and county has its own laws and may have different requirements for the process. Websites are fine, but it’s really best to talk to someone in person or over the phone to get all the details you need from the beginning.
• Taxes: Taxes are, of course, unavoidable. You can probably manage your own finances and taxes with tools like QuickBooks, but if you really want to play it safe, it may be best to hire an accountant.
• Contracts: Your client sessions are short, so you may think that contracts aren’t necessary. But they do provide another way to protect you and your business. A simple one-page liability waiver can save you a lot of trouble.
• Employment: Once you start hiring people, things get much more complex. Make sure to talk to specialists or hire an HR company to help you manage.

The advice in this article is helpful, but it doesn’t come from a lawyer or even a dedicated businessperson. Make sure to always talk to specialists like lawyers and accountants before getting started.

Find your people: Marketing

There are three kinds of freelancers. There are the Uber and delivery driver types. They work their own hours, but they’re still working for someone else.

There are the plumbers and electricians. You find them through a Google search. If they’ve got good reviews, you hire them.

Then there’s that person. It’s the person that people tell their friends about. It’s the person you book weeks in advance because they’re so good, and they’re always booked solid. It’s the person you go back to again and again.

You want to be that person. You want to be famous in your circle. That’s why you need marketing.

First, build a following

Showing people pretty photos of the work you’ve done isn’t enough. You need to tell stories. You need to create an emotional attachment to your business through your social media accounts and real-world experiences.

You can tell stories in different ways. You can do TikToks of your work. You can literally tell the stories of your clients through video testimonials. For example, maybe there was a time when fixing someone’s look gave them the confidence to win a job interview. You can also get your happy clients to share videos and photos for you with a @mention.

You should also create a mind-blowing client experience. You can set up a salon or your home office with soft lighting, super comfy chairs, relaxing music, and more. It should be a comforting retreat for the five senses.

You can also add extra services like food and drink. Or you could work with a friend who gives hand massages while you do lashes. Do anything you can to stand out and be unique.

But also, think like a marketer

There are lots of tricks, techniques, and strategies you can use to build a business, but what it comes down to is thinking like a marketer.

One of the best marketing teachers is Seth Godin. He’s currently written 20 bestsellers and has an excellent daily blog with great free advice. His best book to introduce you is This Is Marketing. He won’t teach you how to optimize your tweets, but he will teach you to think like a marketer.

Grow your business

So, let’s say you’ve been at it for a while now. You’ve got your game down pat. You’ve got a huge collection of clients who love you and come back again and again. You’re booked solid and making bank.

But your business keeps growing and growing. You’re having to turn people away. There just aren’t enough hours in the day. What can you do?

Congratulations. That sounds like a really great problem to have. When you can’t keep up, you’ve definitely made it and it’s time to grow.

The best way to solve that problem is to start thinking about it long before it happens.

Getting started: Creating a framework

When you’re getting started, you’ll probably work alone. But that’s OK. The beginning is the perfect time to start looking forward.

One thing you should do while things are still slow is experiment. Try different tools, different extension brands, and other materials. Spend some time discovering your favorite tweezers, your favorite glue, and your favorite eye pads.

This is also a good time to get better at what you do. Get feedback from your clients and take it to heart. Listen to their requests and desires to improve your skills and process.

As you get the hang of things, take notes. Put your system down in writing. Once you’ve got things hammered down, create checklists. For example, you should have a checklist that details your lashing process step-by-step. But you should also have a checklist system for reordering supplies, checking in with clients, and sharing stories on social media.

The reason you’re doing all this is not just for your benefit, but also for your employees. Streamlining your business with rules and systems will make it easier to onboard future estheticians and salon workers. It will keep things running smoothly and prevent bickering over who forgot to order the eye pads.

Get the right software

One of the best things about starting a business today is that the internet and software make it easier than ever. Communication is quicker without endless phone calls. And business practices don’t require nearly as much special knowledge thanks to so much internet-based software.

These are some of the best tools for a startup like yours to depend on:

1. Google, , and  are Google’s cloud-based suite of tools, and they’ll let you and your team communicate and work together in real time. And when your business grows, they offer Workspace, which is designed for companies of every size — from tiny mom-and-pops to massive enterprises.
2. Jotform is the premier communication automation tool. Its versatility means that you’ll constantly find places in your business processes where it’s the perfect match.
3.  is probably the most versatile productivity tool currently available. If you just need a few checklists, no problem. If you want a huge collection of custom tools designed to manage every aspect of your business, it’s good for that too. The one drawback is that it’s a lot to learn if you’re not very tech-savvy, but it’s worth the time investment to pick it up.

Those are some of the best tools in the business. Now let’s figure out how to work them into your venture.

Manage your business systems

If it’s just you and your best friend working together, you probably have yet to start thinking about the complexities of running a business. But that’s OK. You have to start somewhere.

As we covered earlier, you can start by just doing the work, streamlining, and building up systems. You’re going to find yourself wearing many hats at first. Take time to think about each one. Think about what you’re doing and how you can streamline it. Create a system that you can repeat and teach.

The E-Myth Revisited by Michael Gerber is an outstanding book that teaches you how to work on your business, not just in your business.

Here are some common processes and some tricks for managing them:

• Accounting: Accounting includes bookkeeping, payroll, and taxes. is the most popular choice for early-stage businesses and the self-employed. Another popular and free option is Wave from H&R Block.
• Human resources: This department handles hiring, firing, managing benefits, and more. You can tackle most of your HR needs with Jotform. You can use it to receive resumes, fill out legal documents, manage employee lists and their information, and much more.
• Customer service: Never forget your customers. They’re the most vital part of your business. Once again, Jotform is your friend. You can create forms to book appointments, gather feedback, and more.
• Marketing: We’ve already gone over this a bit. Google Docs can help you manage all of your campaigns. And Jotform has many marketing templates that you can use for things like collecting email addresses, doing market research, and much more. is a fantastic tool that automates social media posting, and will help you create highly professional email campaigns that don’t get flagged as spam.
• Quality assurance: The quality of the service you deliver should be a top priority. It says a lot about your business. As mentioned, Jotform is great for collecting customer feedback.
• Web presence: Building a web presence can be overwhelming for people without a technical background. Fortunately, many tools make the process easy enough for anyone. Jotform Store Builder is one of the best tools out there. It will help you get a shop up and running in minutes with more than 100 templates to choose from. You can use it to list products, accept payments, track orders, and more.

Go out and get it

We’ve only touched the surface of what it takes to start a business. But really, the important thing is just to start. Don’t overthink it. Don’t overplan it. Don’t psych yourself out. Just roll up your sleeves and get to work.

Like we covered earlier, you need to do a lot of planning up-front, but that’s mostly to get the ideas out of your head and on paper. Once you’ve done that, get back to work.

We’ve covered a lot of information here. You can safely bookmark it and forget most of what you read for now, but let it sit in the back of your mind. When you need more info, come here to help figure out your next steps.

Whatever success looks like for you, here’s hoping you’ll see it. And here’s to you for taking the first steps!

Photo by Nataliya Vaitkevich