“When I dreamt of Prolong Lash, I wanted it to be a place where everyone thrived.”
The Journey
How it all started…
Born out of corporate burnout and a New York business trip that introduced founder Kerry Wood to the world of eyelash extensions, Prolong Lash’s early beginnings can be traced back to Kerry’s very own front room. 2006 marked the start of Kerry’s lash artistry journey, practicing in her home until she eventually launched her very own salon, Lash Design Studios, two years later. At its launch in 2008, Lash Design Studios was Australia’s very first lash-specific salon, an edge that quickly propelled its growth. Within four years, Lash Design Studios grew to include its very own training facility.
The creation of the famous ‘Prolong Lash Cleanser Concentrate’
As if spearheading the eyelash extension craze in Australia wasn’t enough, Kerry paved the way for one of the industry’s most iconic products. Seeing and experiencing a lack of suitable eyelash extension cleansers in the market, Kerry commissioned the formulation of what eventually became the company’s hero product: Prolong Lash™ Cleanser Concentrate. Kerry shares the story of how product development began:
“All the girls were struggling with clean-up, so they were reaching out for something that they could get their clients to wash their lashes with. Something that would help them come in with clean lashes… So I hired the services of a chemist, and the chemist designed the product for us over the next couple of years.”
“We had it in the salon without even a label on it. And we just worked out over a period of time that it worked. It just worked. It did what we wanted to do. The aim was for it to extend the life of the extensions and make the life of lash artists easier and increase their efficiency in the salon. So, they were saving about 15% of their time on a full consultation by reducing that clean-up time.”
Seeing just how well it worked, it was clear that they had to launch their cleanser to the market.
The Prolong Lash Cleanser Concentrate is the very first lash cleanser for eyelash extensions developed fit-for-purpose for the eyelash industry to help support and extend the life of lash extensions while protecting natural lash health.
From Local Favourite to Global Leader
Within months of launching, lash artists and clients began reporting dramatic improvements: reduced clumping and lash extension retention boosted by up to 60%. Since its debut in 2009, Prolong Lash™ Cleanser has grown into the world’s top-selling eyelash extension cleanser, with trusted reseller partners in more than 65 countries.
Owner & CEO, Alicia Phoenix, explains what sets the brand apart:
“We started with the Prolong Lash Cleanser Concentrate, and today our range has expanded into products that are all safe for eyelash extensions. What makes Prolong Lash different is that our cleanser has undergone extensive safety testing. It’s ophthalmologically tested and approved, dermatologically tested, HRIPT tested to confirm it’s hypoallergenic and non-irritating, passed ocular tolerance testing, and microbiological stability testing to ensure product safety throughout its shelf life. That means it’s proven safe even for people with sensitive eyes and contact lens wearers. We’re also fully compliant with UK/EU Cosmetic Products Regulations & FDA MoCRA registered. In the U.S., that registration is the highest mark of assurance that our product is safe and delivers exactly what we promise.”
Looking Ahead
At Prolong Lash™, growth has always meant more than just sales. Our mission is to empower lash professionals worldwide to become confident, successful entrepreneurs. This focus on quality, innovation, and community has helped us expand from our humble beginnings to a trusted global brand.
“Prolong Lash took off because it solved a real problem. Lash artists were desperate for a safe, effective cleanser that actually supported retention, something the industry had never had before. From there, the brand grew organically. Artists and resellers carried it across the U.S., then into Canada, the U.K., and now Asia. Today, we’re proud to partner with more than 350 resellers worldwide who share our vision and bring science-backed lash aftercare to their clients.”
While our innovative Cleanser Concentrate remains the heart of the brand, our journey has always been about more than just one product; it’s about building lasting connections, supporting lash professionals, and raising the standard of lash aftercare globally.
Meet The Team
Alicia is the proud owner of Prolong Lash™ and the marketing driver behind its global presence. With a career in the lash industry spanning back to 2007, Alicia brings deep expertise as a former lash artist, salon manager, and trainer...and yes, she still picks up the tweezers for the occasional set, just for the love of it. A mum of three young children and four much-loved pets, Alicia is deeply committed to creating a brand and workplace that’s both family-friendly and forward-thinking. Her vision continues to shape Prolong Lash into a business built on innovation, integrity, and the kind of support that empowers lash professionals around the world.
Alicia Phoenix Owner & CEO
Kerry Wood is the visionary founder of Prolong Lash™, the brand that revolutionised lash extension aftercare. A true pioneer in the lash industry, Kerry developed the original Prolong Lash Cleanser after identifying a major gap in the market: safe, effective, and lash-safe aftercare. Her commitment to quality and innovation laid the foundation for what is now the world’s most trusted lash cleanser, used and loved by professionals in over 65 countries. With a relentless drive to solve real problems for lash artists and their clients, Kerry built Prolong Lash from the ground up. Her legacy lives on in every bottle and continues to inspire the team to uphold the same high standards of care, science, and support that she established from day one.
Kerry Wood Founder
Adelle has been with Prolong Lash since 2020. As the E‑Commerce & Operations Manager, she works closely with the CEO and Partners and is the backbone of all things technology & logistics. She has had the privilege of working in all company areas, loving the team and the fast-paced environment, but not as much as she loves her fur baby, Bailey.
Adelle Whiteway E‑Commerce & Operations Manager
Judy joined the Prolong family in 2018, bringing over 20 years knowledge in Customer Service and Operations. Working from the ground up, she learned the Prolong Lash business while building rapport with customers and suppliers. Swept up in the Prolong Lash family's passion and drive, she loves seeing the company grow while being part of such a dynamic team. Judy keeps the Prolong Lash office working like a well-oiled machine. From accounts and administration, she is across all the goings-on. Although Judy is like an "office mum" to the Prolong Team…at home, she is a busy grandma 3 energetic grandkids and loves to spend time relaxing by honing her knitting skills.
Judy Casey Office Administrator
Jess is all-things digital marketing, social media, and communications all-rounder who may or may not have a slight matcha latte addiction. Alongside a vibrant marketing team, she handles content creation and makes sure that our marketing channels stay fresh and in tip-top condition, just like how we want your lash aftercare routine to be.
Jess Magdalena Marketing Assistant
The Benefits.
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ProtectProtect your natural lash growth cycle, while reducing the risk of follicle infection.
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ProlongUsing Prolong Lash Cleanser twice daily is proven to extend the lifespan of eyelash extensions.
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MaintainEyelash artist have less clean up to do at infills, leaving them more time to apply new lashes.
The Safest Lash Cleanser...Backed by Science
our promise
Our Eyelash Extension Cleanser is not just trusted, it’s proven:
Ophthalmologically tested: independently verified as safe for use on the eyes
Dermatologically tested & hypoallergenic: gentle on even the most sensitive skin
HRIPT (Human Repeat Insult Patch Test): confirms hypoallergenic and non-irritating status
Ocular tolerance testing: specific to irritation and sensitivity around the eyes
Microbiological stability testing: ensures the formula remains safe and uncontaminated throughout its shelf life
AICIS registered (Australia), FDA MoCRA compliant (USA), and fully compliant with UK/EU Cosmetic Products Regulations: meeting strict international cosmetic laws
Made with natural ingredients: featuring steam-distilled rose water, produced through a gentle process that captures the plant’s natural purity. We never add synthetic fragrance, ensuring a soothing, non-irritating cleanse. No added fragrance. Nothing to hide.
When you choose Prolong Lash™, you’re choosing the world’s most tested, trusted, and safest lash cleanser – backed by science, designed for professionals, and loved by lash wearers everywhere.
