If you’re a lash artist who’s thought about offering retail products—like lash cleansers or aftercare kits—you might worry about coming across as pushy. I always felt like a car salesman and I hated it.The truth is, retail sales aren’t about pressuring your clients; they’re about providing valuable resources that support and extend their precious lashes that they paid a lot of money for. Below, you’ll find a more human, conversational take on how to offer retail products in a way that feels genuine, helpful, and completely natural. I WISH I learned this when I first started out, I was sweating anytime I tried to sell a lash cleanser. I ended up giving most away for free just out of fear! Don’t be like me. Get comfortable putting products in the client's hands early on.
First, shift your mindset away from the idea that you’re just “selling” something. You’re actually offering a solution that your clients genuinely NEED. They NEED lash cleanser if they’re going to have lashes. When you believe in the product yourself—especially if you’ve tested it or use it daily—your recommendations come from a place of experience and sincerity. IT COMES FROM YOUR HEART! If your lash cleanser or other aftercare product helps clients maintain their extensions for longer, you’re doing them a favor by letting them know it exists. Instead of giving a hard sell, try focusing on how a product prevents infections, keeps lashes looking fluffy, and significantly improves retention. Once you talk about those benefits, the “selling” part becomes a natural extension of your expertise. I like to talk about the importance of cleansing during the last 10 minutes of a service.
Next, keep education at the forefront. Most clients don’t know the full scoop on how to maintain lash extensions; they just love the result and want it to last. By giving them the knowledge they need—why proper cleansing is critical, how oil-based products can close up their fans, why eye makeup can get trapped in the extensions until we remove it properly—you become their go-to advisor. To our clients, WE are their influencers and they love learning from us. Show them how to use a gentle foam cleanser on their lashes, demonstrate the proper rinse technique, or let them touch the product to feel how addictively silky and foamy it feels. You’ll be surprised by how receptive clients are when they see that you’re making their routine simpler and more effective, not just pushing something on them.
Being authentic and transparent goes a long way. No one likes to feel like they’re on the receiving end of a rehearsed sales pitch. If you have real client success stories—maybe someone had issues with retention until they started using your recommended lash cleanser—share those stories, with permission on your IG. Be up-front about cost. If the product is more expensive than what they might find elsewhere, explain why: Our Lash Cleanser for example is fragrance free, it’s essential oil-free, specifically formulated for lash extensions, and tested by professionals. When you speak from personal experience and genuine trust, your clients can tell. I can talk about our cleanser allllllll day long, after about 3 minutes of yapping away, my clients want it.
Clients want to know what YOU use personally. When you’re washing your lashes, film a tutorial and have it pinned on your Instagram and have it saved as a highlight so they can refer back to it and see your technique. When they know it’s what the pros use, they’ll want it to be what they use.
Keeping the conversation natural is also key. Look for pain points or everyday complaints. Maybe your client mentions their lashes never seem to stay fluffy, or they always wake up with crustiness at the lash line. That’s an opportunity to say something like, “I actually have a great cleanser that helps with exactly that. Give them a lash bath and explain every step so they can feel the entire process and repeat it at home. Keep it light, and let them see that you’re offering it because it matches their needs.
Once you’ve shared the benefits, make it easy for them to purchase. If they have to hunt around your studio or ask you multiple times about pricing, they might just go home without it or they’ll start looking to buy one online. Make a display near your workstation or checkout area so they can see and pick up the product. Once they hold it in their hands, it’s hard to put it back. If you have an online shop, remind them they can order later if they’re on the fence today. Convenience is a huge factor when clients decide whether to buy something or not.
After they’ve taken that step and brought home the product, don’t leave them hanging. A quick follow-up text a few days later—something along the lines of, “How are you getting on with your new cleanser? Let me know if you have any questions!”—shows that you care about their progress and want to help them use it correctly. This genuine concern can be a huge trust-builder and encourages clients to keep coming back for more fills, more products, and more of the support you provide.
When you genuinely believe in the product, educate your clients on why it’s essential, and make the buying process simple, you’re not being “salesy”—you’re being a great lash artist who’s committed to client satisfaction and healthy lashes. People come to you because they trust your expertise. By recommending the right aftercare routine and the best products, you’re giving them the chance to protect and prolong their lashes. Once you see the positive response—and the extra revenue—it’ll confirm that selling with integrity can truly benefit everyone involved.