Truth be told, now is a very exciting time to start a false lash business in the United States. Owing to the growing interest in fashion, especially amongst the younger adventurous generation, the possibilities are truly endless. However, you wouldn’t want to approach this decision lightly.

There are different ways to start a successful false lash business, however, you have to pay attention to factors like start-up costs, licensing, and more. According to reports, the global eyelash market was valued at $1.1 billion in 2018 with an estimated 5.4% annual growth through 2025.

The interest in lashes in this generation is growing massively owing to the rising awareness of eye makeup products, dynamic fashion trends, and the availability of new, more effective, and safer products. All these have led to a massive increase in the use of eye makeup products.

Steps on How to Start a False Lash Business

  1. Conduct Market Research

When looking to start a successful false lash business, note that the first step is to carry out extensive research. You must have an idea of who you are going to sell to. Note that to realize this, you have to visit your local park and watch the bustling crowd in the venue where you want to set up.

Analyze the age, gender, nature, and style of the market group. Additionally, you can also go online and start researching statistics of the local crowd in your area. If you find a lash niche that no one has occupied, you can use it as the cue to start yours. Ensure to put together an ideal customer persona so that you always know who you are looking to attract.

a. Who Is Your Target Audience?

Although you can’t know every customer that comes through your door, however knowing a little about the people will help you tailor your business strategies to their specific needs. Nonetheless, the ideal target audience for a false lash business includes;

  • The Everyday Girl: You have to understand those false eyelashes are the choice of anyone who doesn’t feel comfortable with eyelash extensions, but who still wants those glamorous curls.
  • The Bridal Party: We all know that the importance of wedding photos and the eye drama will have to be enhanced for the effects to show through in photographs.
  • The Dancing Queen: This will more or less include ladies who intend to dramatically change their look through the use of falsies.
  • The Working Professional: This includes ladies who work a 9 to 5 job (or similar) that need them to pay attention to their appearance, or who just want to have the boost that rocking false lashes provides.
  • The Ballerina Star: Have it in mind that being up on stage as a dancer of any kind, whether ballet, contemporary, or Broadway, requires detailed enhancements to ensure the face doesn’t get washed out under the bright lights or becomes hard to view from the back seats of a theatre.
b. Is False Lash Business a Profitable Business?

Yes, a false lash business remains one of the best ways to make a great income. Note that another great thing about starting this business is that you can do it as a weekend side hustle. However, it still has a lot of potential to be a full-time career, and can even become a full-fledged business with employees and a vast clientele.

c. Are There Existing Niches in the Industry?
  • Become a lash artist
  • Become a false lash wholesaler
  • Start a private label
  • Start in-person training sessions
  • Offer courses on false lash
  • Sell a VOD (video-on-demand) course
  • Start a mobile false lash business
d. Who are the Major Competitors?
  • Ardell
  • Lilly Lashes
  • LoveSeen
  • Kiss
  • MAC
  • Lashify
  • Broadway Eyes
  • Eylure
  • Velour Lashes
  • Camara Aunique Beauty
  • Thrive Causemetics
e. Are There County or State Regulations or Zoning Laws for False Lash Business?

Yes, although the fake lash industry is still relatively new, different states and countries have different startup requirements. In the United States, some states will expect you to obtain a cosmetology or an esthetician license to carry out any false lash service.

However, some don’t and some may even automatically grant you a license based on the years you’ve been practicing. Nevertheless, the best way to find out your state requires to contact your state licensing board or find their website.

f. Is There a Franchise for the False Lash Business?
  • Flirty Girl Lash Studio: $350,000
  • Amazing Lash Studio: $239,210-$508,510
  • Touch n Glow: $21,350-$141,250
  • Deka Lash Franchise: $214,662-$713,780
  • Face Foundrie Franchise: $149,500-$278,800
  • The Lash Lounge: $147,572
g. What Do You Need to Start a False Lash Business?
  • Adequate Research
  • A Good Niche
  • DBA
  • Reliable Supplier
  • Necessary Licenses and Permits
  • Ecommerce Marketplace or Platforms
  • Customer Acquisition Plan
  • EIN (Employer Identification Number)/Federal Tax ID Number
  1. Choose a Memorable Business Name

When looking to start a business, before you can begin to file the necessary documents with the constituted authorities or start your website, it is necessary that you come up with a name that you will be recognized with. It is essential that the name you come up with can easily be pronounced, is unique and easily memorable.

Some of the catchy business name ideas suitable for a false lash business are;

Creative False Lash Business Names ideas
  • Lash World
  • Lashes by Choice
  • Forte Lash Empire
  • Lash Zone
  • Perfect Lash LLC
  • Celebrity Lashes
  • Prime Lashes
  • A Queen and More
  • Lashes and Glamour
  • Lash Experts
  • Create It!
  • Beauty Curls
  • Cream Lashes
  • Lash and Clear
  • Lashes by Mirabel
  • Empress Lashes
  • TuneUp Curls
  • Everything Lash
  • Luscious Lashes
  • Glow Up
  • Strictly Lashes
  1. Register your Business

a. What Type of Business Structure is Best for a False Lash Business?

Business structures come in numerous varieties, each with its own pros and cons. However, note that the business structure you choose for your false lash business will shape your taxes, personal liability, and business registration requirements, so choose wisely.

In the United States, the LLC remains the most ideal business structure for a false lash business. This business structure combines the characteristics of corporations with those of sole proprietorships or partnerships. In addition, the owners are not personally liable for debts.

b. Steps to Form an LLC
  • Select a Name for Your LLC.
  • File Articles of Organization.
  • Designate a registered agent.
  • Decide on member vs. manager management.
  • Put together an LLC operating agreement.
  • Comply with other tax and regulatory requirements.
c. What Type of License is Needed to Open a False Lash Business?
  • General Business License
  • Zonal Permits
  • Seller’s permit
  • Sales tax license
  • Home occupation permit
  • Cosmetology or esthetician license
d. What Type of Certification is Needed to Open a False Lash Business?

Although there are no specific certifications needed to start a false lash business, however, like most other luxury beauty services, false lash requires an investment in yourself. Owing to that, here are some certification programs to consider;

  • NovaLash Certification
  • Certified Lavish Lashes® Professionals
  • Certified Xtreme Lashes Lash Stylist
e. What Documents are Needed to Open a False Lash Business
  • Business License
  • Business Plan
  • Online Terms of Use (if you have a website)
  • Online Privacy Policy Document (for online payment portal)
  • DBA
  • EIN
  • Business and liability insurance
  • Federal Tax Payer’s ID
  • Terms and Conditions
  • Refund policy
f. Do You Need a Trademark, Copyright, or Patent?

When running a false lash business, note that aside from protecting your business logo and name, copyright is a very important issue not to overlook, especially if you want to avoid legal issues. In the United States, it would be wrong to use copyrighted images or videos when marketing or advertising your false lashes.

Have it in mind that copyright infringement remains a serious offense globally and you wouldn’t want to be caught in the crossfire. The easiest place to obtain product images or videos is your supplier. However, if they can’t offer you good pictures or videos, there are other websites to source copyright-free photos and videos for your website, blog, or media posts.

  1. Do your Cost Analysis and Budgeting

a. How Much Does It Cost to Start a False Lash Business?

In the United States, starting a false lash business will cost between $30,000 and $60,000, with an average of around $40,000.

b. What are the Cost Involved?
  • Premises – Varies widely depending on location, size.
  • Eyelash Tables – $1,800 (6 x $300)
  • Eyelash Lamps – $600 (6 x $100)
  • Hydraulic Stools – $600 (6 x $100 approx.)
  • Supplies – $7,500
  • Insurance and Permits – $500
  • Marketing – $300
  • Furniture – $300
  • Utilities – $3,000
  • Lash Artists – $15,000 (Unless you choose to run the business yourself)
c. What Factors Determine the Cost of Opening a False Lash Business?
  • Niche
  • Insurance Policy
  • Business Registration
  • Supplier
  • Ongoing Expenses
  • Branding, Promotion, and Marketing
  • Business Location
  • Necessary Licenses and Permits
d. Do You Need to Build a Facility?

This will more or less depend on your business niche and capital. For instance, if you are on a constrained budget, you can always rent a saloon space to set up your false lash business. A good number of these saloons can be changed to permanent ones when you have a stable income and recurrent clients.

However, if you choose to start as a home-based lash artist or retailer, then you can do away with the cost of renting a facility. However, you will have to start investing in lash and saloon equipment from scratch.

Howbeit, note that getting a facility for your saloon space requires high capital. But, if you consider it as an investment, it can definitely pay off. Also, note that you can start and run a mobile lash station where you go to the home of the client for the lash session.

e. What are the Ongoing Expenses for Running a False Lash Business?
  • Rental space if you want your own space
  • Overhead costs (electric, booking software, etc.)
  • Supply costs
  • Advertising costs
  • Any costs to maintain a team
f. What is the Average Salary of your Staff?
  • Chief Executive Officer (Owner): $54,600/ Year
  • Human Resources and Admin Manager: $48,930/Year
  • Business Developer: $46,800/Year
  • Lash Artist: $45,000/Year
  • Accountant: $38,710/Year
  • Front Desk Officer: $23,490/Year
g. How Do You Get Funding to Start a False Lash Business

It can be quite challenging to raise adequate capital for your false lash business; however, here are some ways to raise capital:

  • Bank loans
  • SBA-guaranteed loans
  • Government grants
  • Crowdfunding
  • Personal
  1. Write a Business Plan

a. Executive Summary

Lash by Choice is a premium false lash business located in downtown Houston that is established to ensure that all our clients feel good about themselves without breaking their banks. We aim to offer premium quality, medically safe false lashes sourced from renowned manufacturers and suppliers. We will ensure that all our products are produced with the highest quality and lasts longer than the average false lash.

b. Products and Service
  • False lashes (different sizes, volume, length, color)
  • Lash Adhesives
  • Cream Adhesive Remover
  • Cleansing Wipes
c. Mission Statement

At Lash by Choice, we are dedicated to exceeding our client’s greatest expectations when enhancing their natural beauty, bringing experience and style to ensure we meet their needs.

Vision Statement

Our vision is to set up shop in Houston, a highly populated city with countless opportunities for our business to explore. Our primary intention is to realize an annual sales growth of between 15%-18% in the first three years of operation.

d. Goals and Objectives
  • Convenient location
  • Familiar, regular lash expert
  • Significant personal attention
  • Moderate price point
  • Comfortable, customer-focused environment
e. Organizational Structure
  • Chief Executive Officer (Owner)
  • Human Resources and Admin Manager
  • Business Developer
  • Lash Artist
  • Accountant
  • Front Desk Officer

Marketing Plan

a. SWOT Analysis
  • Well researched location
  • Great service at an affordable price
  • Well experienced management
  • Viable industry relationships
  • New business with no client base
  • Low sales revenue
  • Unverified branding strategy
  • Certain budgetary limitations
  • Small market
  • New option
  • Growing population
  • Other lash businesses
  • More affordable businesses
b. How Do False Lash Businesses Make Money

In this line of business, most often, prices are set by the business owner or individual artist in the facility, depending upon the business plan. Have it in mind that each client is charged based on the goods and services they get. It’s a standard procedure for tips to be added by the customer, which goes directly to the artist who performed the services.

c. Payment Options
  • Payment with cash
  • Payment via credit cards
  • Payment via online bank transfer
  • Payment via check
  • Payment via mobile money transfer
d. Sales & Advertising Strategies
  • Advertise the false lash business on local directory listings
  • Send introductory letters to businesses in the beauty industry to create awareness about your false lash business
  • Advertise the business on social media platforms such as Facebook, Twitter, and Instagram. Use Google Ads to market the business to an online audience
  • Design a simple search engine optimized website to boost online presence and rank higher in search engine results
  • Advertise the false lash business on local print and broadcast channels such as radio, television, and newspapers
  • Encourage word of mouth marketing
  • Generate interest by offering prizes for customers who complete a certain action, such as being the 10th lash customer on a Sunday.

Financial Projection

a. How Much Should You Charge for your product/Service?

In this line of business, the first option is to base it on your competitions’ prices. Note that if you do this, you’ll be on the right path. Another way is to consider the average price of $80-$120 and choose a price point that gives you a decent profit. Nonetheless, when deciding what to charge, here are a few things to take into consideration;

  • Cost of materials – false lashes, glue, and other equipment
  • Your time – how long do you need to spend with each customer
  • Travel costs – if you are visiting customers in their homes
  • Business insurance – for worst-case scenarios
  • Website and marketing costs – whether you do this yourself or pay an expert
b. How Much Profit Do False Lash Business Owners Make a Year?

According to industry reports, the average false lash costs $80 to $120, depending on the experience and products involved. However, if you run your own shop and can do four two-hour lash extensions per day at $100 each, then you will generate about $104,000 in annual revenue.

Let’s imagine you’re able to achieve a 50% profit margin, which would leave you with more than $50,000 in income. Note that this is with you working by yourself, handling the whole salon. Also, note that this total will be significantly higher once you have several lash artists performing extensions all day long.

c.  What Factors Determine the Amount of Profit to Be Made?
  • Niche
  • Supplier
  • Marketing and Customer Retention Strategies
  • Investment
  • Business Agreements
d. What is the Profit Margin of a False Lash Business?

Depending on the price of lash extension services, marketing strategies, and your business location, your false lash business might fall within the 35-50% range. While this is the average, there are lash technicians across the country that make more. As your skills grow, you can charge more and become more profitable as a lash professional. Successful lashers on the higher end of the wage scale make upwards of $73,000 each year.

e. What is the Sales Forecast?

After taking into consideration the result of our SWOT analysis, here is our sales forecast at Lash by Choice;

  • First Fiscal Year (FY1): $67,000
  • Second Fiscal Year (FY2): $155,000
  • Third Fiscal Year (FY3): $420,000
  1. Set Up your Shop 

a. How Do You Choose a Perfect Location for your False Lash Business
  • Visibility
  • Accessibility
  • Surrounding Businesses
  • Proximity to Competitors
  • Size of the Space
  • Cost of the Space
  • Location-Specific Regulations
b. What State and City are Best to Open a False Lash Business?
  • Orlando, Florida
  • Chicago, Illinois
  • Las Vegas, Nevada
  • New York City, New York
  • Los Angeles, California
  • Santa Barbara, California
  • Honolulu, Hawaii
  • San Diego, California
  • Anchorage, Alaska
c. What Equipment is Needed to Operate?
  • Tweezers
  • Glue Rings
  • Mascara Brush
  • Micro Swabs
  • Marble Tile
  • Lash Sealant
  • Glue Aid (Primer)
  • Tape (micropore, microfoam, sensitive)
  • Sterile Tray for Tools
  • Cleansing brushes
  • Super Bonder
  • Lighting
  • Hygrometer
  • Lash Bed or Reclining Chair
  • Lash Shampoo
  • Linens and Sanitary Covers for Lash Bed
  • Comfortable Chair
  • Mirror
  • Shelves and Storage
  • Adhesive Remover (cream or gel)
  • Lash Cart
  • Paper Towels
  • Magnifying Glasses
  • Certificate Display
  • Sterilization Box
  1. Hire Employees

If you plan to start up on your own, then you may not need any employees. But note that as your business grows, you will need workers to help fill various roles. Potential positions for an eyelash salon would include:

  • Lash Artists: Creating and applying designs and styles
  • General Manager: Reviewing, scheduling, staffing, maintenance, accounting
  • Marketing Lead: Social media, SEO optimization

Note that at some point in your business life, you may need to hire all these positions depending on the size and needs of your business. Have it in mind that you may also hire multiple workers for a single role or a single worker for multiple roles, again depending on your business need.

  1. Launch the Business Proper

As the opening day draws near, you must prepare for launch by reviewing and improving key elements of your business.

  • Develop your website
  • Essential software and tools
  • Marketing
  • Accounting
  • Equipment
a. What Makes a False Lash Business Successful?
  • Additional services like eyebrow trimming
  • The fastest lash extensions in the area
  • Top-of-the-line products and materials
  • The most advanced lash artists
  • Competitions and giveaways
  • Flyer(ing)
  • In-Person Sales
b. What Happens During a Typical Day at a False Lash Business?

Note that once your false lash business has developed a steady stream of loyal clients, a good amount of your time will be spent consulting with your clients and applying or supplying lashes. But to get there, you’ll need to market your business, offer top-notch services and keep your business facility clean and professional. You may also need to spend time training staff. A good number of lash salons are open six or seven days a week from 10 am to 7 pm. If you don’t hire staff when starting, then you should have some time off so you don’t burn out.

c. What Skills and Experience Do You Need to Build a False Lash Business?
  • Determination
  • Resourcefulness
  • Time Management Skills
  • Adaptability
  • Accounting Skills
  • Creativity
  • Strategy Skills
  • Customer Service Skills
  • Sales Skills