It’s no secret that the lash industry is booming. With more artists entering the field every day, it can feel daunting to set yourself apart—especially in a saturated area. But don’t let that discourage you. Many lash artists have faced the same challenge and come out on top by focusing on what makes their businesses unique, authentic, and irresistible to clients Here’s a few things I ( and other lash besties I know ) have done that have allowed our lash businesses to thrive, even when the competition feels fierce.
1. Personalize Every Client Experience
Real-Life Example:
Sarah, a lash artist in a bustling New York City neighborhood, noticed her clients were often tired from busy city life. She decided to create a mini “spa oasis” by adding aromatherapy and a calming playlist to her sessions. She also kept a weighted blanket and provided a short hand massage while waiting for her adhesive to cure and her clients to slowly wake up.
Outcome: Sarah’s clients began to rave about how relaxing and rejuvenating each appointment felt. They would leave glowing, not just from their new lashes, but from the entire experience. Referrals skyrocketed, and her loyal customer base grew exponentially.
Encouragement:
Try to identify what your clients need beyond just lash extensions. Is it relaxation? A confidence boost? Personal conversation and advice? Infusing these personal touches into each appointment will naturally set you apart.
2. Specialize in a Niche or Signature Service
Real-Life Example:
Taylor, a lash artist in a smaller suburban town, noticed that many of her clients were working moms on tight schedules. She developed a 45-minute “Speedy Volume” fill service by sharpening her technique and improving efficiency. She marketed this as the perfect solution for busy clients who wanted fabulous lashes without sacrificing a chunk of their day.
- Outcome: Because she offered something unique—fast but high-quality fills—word spread fast. Her schedule filled up with career-focused women and busy moms who loved the convenience. She couldn’t get 100% coverage each time, but her clients didn’t care. They wanted lashes that looked good and didn’t take a long time. She found what suited her dream clients. Some people call this a “half set” or a “mini fill”.
Encouragement:
Don’t be afraid to tailor your services to a specific group or to innovate with a particular style. Maybe you’re exceptional at creating “wispy” or “spiky” lash sets, or you have a knack for volume that other artists in your area don’t emphasize. Doubling down on a specialty can highlight why clients should choose you over someone else.
3. Create a Memorable Brand and Aesthetic
Real-Life Example:
When Naomi launched her lash studio in a crowded Dallas market, she went all-in on branding. She picked a cohesive color palette—soft blush and rose gold—and carried that through everything: her logo, interior décor, appointment reminder cards, and social media feed. She also perfected her brand voice: warm, friendly, and inclusive.
- Outcome: Clients remembered her brand because it felt consistent and aesthetically pleasing. Her “pretty in pink” Instagram photos stood out in a sea of similar lash accounts. When people wanted a lash experience that felt classy and personal, Naomi was top of mind.
Encouragement:
Think beyond just a name and a logo. How do you want your clients to feel? What vibe do you want to convey? If you’re funky and edgy, lean into bold colors and playful posts. If you’re going for luxury, make your studio space feel like a high-end retreat. Consistency in branding is key to being memorable.
4. Educate and Empower Your Clients
Real-Life Example:
Jay, a lash artist in a competitive Los Angeles neighborhood, noticed many clients didn’t know how to properly care for their lashes. He started a weekly Instagram Live Q&A, demonstrating aftercare tips, explaining the differences between lash curls, and sharing relatable and sometimes unbelievable behind-the-scenes stories.
- Outcome: Jay’s clients felt informed and confident in maintaining their lash sets. They also appreciated his transparency and sense of humor. Soon, they began recommending him to friends who were curious about trying lash extensions for the first time.
Encouragement:
Never underestimate the power of knowledge-sharing. When clients trust you to teach them something valuable, they become loyal fans. Host workshops or create social media reels on lash hygiene, best practices, and style tips. This sets you apart as not just a service provider, but an expert who genuinely cares about client success.
5. Offer Flexible Booking and Payment Options
Real-Life Example:
Monica, a new lash artist in Chicago, recognized that many potential clients worked unconventional hours—nurses, hospitality workers, and shift employees. She decided to open her schedule to late-night appointments twice a week. She also introduced a subscription model, where clients paid a monthly fee for regular fills at a discounted rate.
- Outcome: Monica tapped into a niche of clients who desperately needed flexibility. Her schedule started filling up with people who never found a lash studio willing to accommodate their odd hours. Plus, the subscription model guaranteed her a steady income stream.
Encouragement:
Don’t be afraid to pivot from the typical 9–5 lash schedule. If your lifestyle allows it, consider early mornings or late evenings once or twice a week. Flexible booking hours can make you a savior to clients who otherwise couldn’t fit lash appointments into their schedules.
6. Leverage Social Proof and Testimonials
Real-Life Example:
Cassandra, an experienced lash artist in a Miami hotspot, started collecting video testimonials. After each appointment, she’d gently ask her beaming client if they’d share a short video on how they felt about their new lashes. She then posted these videos on social media, tagging the clients with permission.
- Outcome: The authentic reactions and excitement were contagious. New clients trusted the glowing feedback from real people who looked and felt amazing. Cassandra developed a loyal, ever-expanding customer base largely due to these firsthand endorsements.
Encouragement:
It’s one thing for you to say you’re great—it’s another thing for happy clients to proclaim it. Ask for reviews, post before-and-after transformations, and share genuine reactions. Make it easy for people to see that others already love your work.
7. Keep Investing in Your Craft
Real-Life Example:
Ruby, a lash artist in an area with several top-notch competitors, felt she needed an edge. She enrolled in advanced mega volume training and regularly attended industry conferences to keep up with trends. She showcased her new skills by posting innovative lash designs on Instagram, explaining the advanced techniques in each caption.
- Outcome: Clients who wanted the latest lash trends—whether it was colored lashes or hybrid “wet look” sets—knew Ruby was the go-to expert. Her willingness to learn and improve became one of her biggest selling points.
Encouragement:
Your skill set is your foundation. Even in a saturated market, the lash artist who constantly improves and stays on top of trends will find a loyal following. Education, whether online or in-person, is always worth the investment.
8. Build Genuine Relationships
Real-Life Example:
Daniella, operating in a tightly packed Vancouver market, decided she would treat every client like her best friend—without crossing professional boundaries. She remembered birthdays, asked about their kids’ soccer games, and sent handwritten thank-you notes after a first visit.
- Outcome: Clients felt like they were catching up with an old friend at each appointment. They knew they weren’t just another face on the schedule. Referrals blossomed because clients wanted to share the warm, welcoming vibe with others.
Encouragement:
It’s not just about perfecting lash sets—it’s also about how you make people feel. People can go many places for a service, but they’ll keep coming back to the one who makes them feel seen, heard, and truly appreciated.
Standing out in a saturated market doesn’t happen overnight, but every small, intentional step counts. Whether you’re focusing on creating a unique experience, mastering new techniques, or offering unparalleled customer service, your effort will shine through—and your clients will notice.
Keep these in mind:
- Stay Authentic: Your quirks and passions are what set your brand apart from others—don’t hide them! LEAN INTO THEM.
- Consistent Quality: Clients can forgive a slow start, but not inconsistent or subpar results.
- Connection Over Competition: There’s room for everyone. Forming connections with fellow lash artists could lead to referrals, support, and inspiration.
You already have everything you need to make an impact—your talent, your vision, and your passion. With a little creativity and a whole lot of heart, your lash business can become the go-to spot in your area, no matter how crowded it feels right now. Embrace the challenge, keep learning, and watch your unique spark light up the market!