“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 has been part of the lash industry since 2007, with experience as a lash artist, salon manager, and trainer before joining Prolong Lash and spending six years leading the company’s marketing direction. Today, as Owner and CEO, she brings that hands-on industry experience together with a strong understanding of business, branding and what lash professionals need to grow. Alicia is always looking at what’s next for Prolong Lash, from new ideas and better ways of working to how the business can continue supporting the professional lash community as the industry evolves. Away from work, Alicia is a mum of three young children and four much-loved pets, so creating a forward-thinking business where people can grow without losing sight of life outside work matters to her too.
Alicia Phoenix Owner & CEO
Kerry founded Prolong Lash after experiencing firsthand one of the early lash industry’s biggest challenges: the lack of purpose-designed aftercare for eyelash extensions. What began as solving a practical problem in her own lash salon ultimately became a brand used by lash professionals around the world. Today, Kerry remains actively involved in Prolong Lash as Founder and Strategic Business Advisor. With 25 years of professional change-management experience alongside her lash-industry background, she brings a naturally questioning perspective to the business, always looking at what is changing, what could be done differently and where the next opportunity may lie. Kerry still loves a good problem to solve and is rarely short of a new idea, particularly when it challenges the team to think beyond the way things have always been done.
Kerry Wood Founder & Strategic Business Advisor
Adelle has been part of Prolong Lash since 2020 and today manages the e-commerce and operational systems that help keep a growing international business moving. With a Bachelor’s degree in Business and experience across almost every area of Prolong Lash, she has played a hands-on role in expanding the company’s operations across the USA, Canada, New Zealand, and the UK. From e-commerce and reseller operations to fullfilment, suppliers, manufacturing coordination,fulfillmen and the systems behind the scenes, Adelle is often the person working out what actually needs to happen to turn a business idea into something that works in practice. She thrives on the variety and fast pace of Prolong Lash and loves being part of a team where there is always something new to solve. Although anyone who knows Adelle also knows there is one very important priority outside the operational plan: her much-loved fur baby, Bailey.
Adelle Whiteway E‑Commerce & Operations Manager
Judy joined Prolong Lash in 2018, bringing more than 20 years of experience in customer service and operations. Today, she looks after supplier accounts and office administration, helping keep the day-to-day workings of Prolong Lash organised and running smoothly. Over the years, Judy has developed strong relationships with both customers and suppliers and built the kind of company knowledge that comes from knowing what is happening across almost every corner of the business. Around the office, though, her unofficial role is just as important: office mum. She is often the person keeping everyone organised, looked after and occasionally in line. At home, Judy swaps the Prolong Lash team for another busy role as grandma to three energetic grandchildren. When she gets a quiet moment, you'll often find her relaxing with her knitting.
Judy Casey Office Administrator
Phuong joined Prolong Lash in 2026 as our Marketing Assistant, bringing previous agency experience in social media, content planning and design. Today, she helps bring Prolong Lash to life across Australia, the USA and Canada through email marketing, social content, advertising creatives, video editing and digital imagery. Creative and naturally curious, Phuong loves experimenting with new ideas and finding different ways to make content both visually engaging and effective. She has also developed a particular interest in AI-assisted creative tools and enjoys exploring how new technology can support and improve the content she creates. Behind the screen, Phuong is always learning and refining her skills. Away from it, she's usually out walking, café hopping or discovering another food place to try.
Phuong Nguyen Marketing Assistant
The Benefits.
-
ProtectProtect your natural lash growth cycle, while reducing the risk of follicle infection.
-
ProlongUsing Prolong Lash Cleanser twice daily is proven to extend the lifespan of eyelash extensions.
-
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.
