Building a steady, loyal client base is one of the biggest challenges lash artists face, especially in competitive markets like the USA, UK, Canada, and Australia. Whether you're just starting out or looking to scale, growing your clientele takes more than flawless lash sets. It's about the experience you create, the brand you build, and the relationships you nurture. Here are some tips on how to take your lash business to the next level, with insights that go beyond the basics.
Same tips, different format—stream the blog on the podcast now:
Nail the Client Experience First
Delivering an unforgettable service isn't just about lashing; it's about creating a five-star experience that keeps clients coming back and telling their friends.
1. Master Your Craft: Perfect lash retention and styling require ongoing training and experience, but you don't need fancy courses. Even investing 30 minutes a week in reputable tutorials or attending online Q&As can elevate your skills. Focus on problem-solving common client issues like retention struggles or uneven lash lines.
2. Personalise Every Visit: Keep a client record with notes on their preferred curl, length, and lash goals. Mentioning small details like their upcoming events or how their lashes held up last time makes the client feel valued and shows your professionalism.
3. Turn Your Space into a Sanctuary: Solo artists often skip this step, but even a home studio can feel luxurious with low-cost touches like essential oil diffusers, warm blankets, and soothing playlists. This helps clients associate their appointments with self-care and relaxation.
4. Be Consistently On Time: Treat every appointment like a job interview. Being on time shows respect and reinforces reliability, which clients remember.
Build a Lash Brand That Attracts—Even Without a Designer
You don't need a branding agency to stand out online. Start with clarity and consistency.
1. DIY Branding Done Right: Choose 2-3 colors and 1-2 fonts and stick to them. Use free tools like Canva to create templates for social posts, pricing guides, and highlight covers. This makes your page look polished without a big budget.
2. Create a Website That Works for You: Platforms like Wix or Squarespace offer beautiful templates. Include before-and-after photos, a booking button, a clear FAQ, and testimonials. Add your location and link to your socials to boost your Google visibility.
3. Local SEO = Local Clients: Add your lash business to Google Business Profile and Yelp. Use phrases like "Volume lashes in "your location" or "Best lash tech in "your location" on your site and socials. These keywords help you show up when someone Googles "lashes near me."
4. Social Media: The New Word-of-Mouth! Think of Instagram as your digital shopfront. Post consistently, show your face once in a while and talk about your process. Share values like eyelash aftercare tips, client results, and behind-the-scenes reels. Every post builds trust.
Referrals That Work—Without Feeling Pushy
One of the most powerful free marketing strategies is word-of-mouth. But most lash artists aren't actively using it.
1. Create a Referral Loop: Offer $10 off for both the referrer and the new client. Clients are more likely to share when their friends benefit, too.
2. Referral Cards with a Twist: Write the client's name on the card so you know exactly who to thank when a new client brings it in. This adds a personal touch and makes clients feel appreciated.
3. Recognise Super-Referrers: If someone refers three or more people, shout them out (with permission) on your stories or surprise them with a free eyelash shampoo or upgrade.
Educating Clients = Fewer Problems and Better Lash Retention
Education is your best friend if you're tired of clients complaining about poor retention when they aren't cleansing.
Before we dive in, here's a simple concept to keep in mind:
The Rule of 7 is a classic marketing principle that says people need to hear or see a message around seven times before they take action. It's about repetition, consistency, and helping your message stick, especially when it comes to lash aftercare.
1. The Rule of 7 Works: Say it during the appointment, write it on your eyelash aftercare cards, email them after service, and post aftercare reminders on your social media.
2. Show, Don't Just Tell: At the end of the appointment, demonstrate cleansing their lashes using a soft brush and Prolong Lash Cleanser. This will make them more likely to follow through at home.
3. Offer Mini Aftercare Kits: A brush, cleanser sample, and instruction card go a long way. You can retail them or gift one to first-time clients to build loyalty.
Retail that Elevates Your Eyelash Extension Brand
Retailing isn't about making a sale; it's about giving your clients the tools to keep your work looking great.
1. Prolong Lash Cleanser: It's gentle, pH-balanced, ophthalmologically tested, and safe for daily use on the entire face. You can even brand your own cleanser using Prolong Lash Concentrate, giving your business a retail line without creating a product from scratch, which is a clever way to promote your brand.
2. Boost Your Credibility: Clients expect guidance. Recommending what they should use positions you as the expert and prevents them from buying unsafe products online.
3. Recurring Income Stream: If even one in three clients buys a $20 cleanser, that's hundreds of extra dollars a month in revenue.
Smart Promotions That Don't Devalue Your Work
You don't need deep discounts to get clients. Instead, think about added value.
1. Intro Offers That Build Loyalty: Try "20% off your first fill when booked with a full set" or "free eyelash shampoo kit with your first set." These offers encourage clients to return.
2. Seasonal Specials: Offer themed promotions around holidays or events. For example, "Lunar New Year Lucky Lashes" or "Spring Refresh Full Set with a Complimentary Brow Tint or Lift."
3. Loyalty Cards That Work: Offer one stamp per refill. After five, they get 25% off a service or a free cleanser. Tangible rewards feel satisfying and encourage consistent bookings.
Network and Collaborate - Even as a Solo Artist
Don't have a team? No problem. Surround yourself with beauty professionals in your area.
1. Connect with Local Hairdressers, MUAs, and Nail Techs: Create a referral circle or cross-promote each other's services.
2. Host a Mini Open House: Invite your clients and their friends for bubbly and mini lash consultations. Partner with other beauty pros for added draw.
3. Give Back Locally: Donate a voucher to a school raffle or women's shelter fundraiser. This will get your name out there and build goodwill.
A Strategy You've Probably Never Tried: Build a "Client Highlights" Board
Inspired by @prettylittlemarketer's community-led approach, here's a fresh idea: start a "Client Highlights" board in your studio or pin it to your Instagram highlights. Share stories from your regular clients: why they started getting lashes, how they maintain them, and how it makes them feel. Not only does this create a deeper connection, but it also humanizes your business and allows future clients to see the kind of experience they can expect.
It also builds your community vibe, positions you as client-focused, and gives you a steady stream of authentic content to repurpose into reels, posts, or testimonials. Bonus? It makes your regulars feel like VIPs.
Consistency Is What Builds Trust
Every lash artist has an off day- but what clients remember is how consistent you are over time.
1. Professionalism Every Time: Speak respectfully, stay off your phone during appointments, and handle issues calmly.
2. Don't Let Quality Slip: Maintain your standards even during busy periods. Schedule enough time for sanitation and never cut corners.
3. Create a Repeatable System: Develop a checklist for appointments, from greetings to photos to aftercare, to ensure every client gets the same five-star experience.
Remember: You're Building More Than Eyelash Extensions
Growing your client base isn't about gimmicks. It's about showing up daily with intention, professionalism, and care. When your lash sets are flawless, your clients feel valued, and your brand looks polished, your reputation becomes your best marketing tool.
Whether you're building from scratch or ready to scale, tools like Prolong Lash Cleanser and Prolong Lash Concentrate make it easy to offer top-tier aftercare and retail solutions without the overwhelm.
Looking for your next growth step? Start by investing in what matters most: client experience, lash health, and your own reputation. Prolong Lash is here to support you at every stage. Explore the Prolong Lash Range and discover how to grow with us.
Elevate your lash game and boost your business with Prolong Lash! Explore our informative blog, watch our engaging YouTube videos, and listen to the Aussie Lashwives Podcast. Partner with us and see how we can help your small business soar to new heights!
