lash extensions business plan

Eyelash Extension Business Plan Template

Written by Dave Lavinsky

Eyelash Extension Business Plan

Over the past 20+ years, we have helped over 500 entrepreneurs and business owners create business plans to start and grow their eyelash extension companies.

If you’re unfamiliar with creating an eyelash extension business plan, you may think creating one will be a time-consuming and frustrating process. For most entrepreneurs it is, but for you, it won’t be since we’re here to help. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a eyelash extension business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What is a Eyelash Extension Business Plan?

A business plan provides a snapshot of your eyelash extension business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for an Eyelash Extension Business

If you’re looking to start an eyelash extension business or grow your existing eyelash extension company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your eyelash extension business to improve your chances of success. Your eyelash extension business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Eyelash Extension Businesses

With regards to funding, the main sources of funding for an eyelash extension business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for eyelash extension companies.

Finish Your Business Plan Today!

How to Write a Business Plan for an Eyelash Extension Business

If you want to start an eyelash extension business or expand your current one, you need a business plan. The guide below details the necessary information for how to write each essential component of your eyelash extension business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of eyelash extension business you are running and the status. For example, are you a startup, do you have an eyelash extension business that you would like to grow, or are you operating a chain of eyelash extension businesses?

Next, provide an overview of each of the subsequent sections of your plan.

• Give a brief overview of the eyelash extension industry.
• Discuss the type of eyelash extension business you are operating.
• Detail your direct competitors. Give an overview of your target customers.
• Provide a snapshot of your marketing strategy. Identify the key members of your team.
• Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of eyelash extension business you are operating.

For example, you might specialize in one of the following types of eyelash extension businesses:

• Salon: This type of business can specialize in eyelash artistry or it can include eyelash extensions as part of a full service salon.
• Eyelash technician: This type of eyelash extension professional can rent a space in a salon, offer mobile extension services, or operate a standalone eyelash extension business.
• Eyelash extension product reviewer: This type of business involves reviewing and promoting eyelash extension products through digital media such as a blog or vlog, or on social media platforms such as Instagram or TikTok.
• Eyelash extension product wholesaler: This type of eyelash extension business sells eyelash products to salons and retailers.
• Eyelash extension trainer: This type of extension professional teaches other technicians how to apply eyelash extensions. Another type of trainer may teach new eyelash extension business owners how to run an eyelash extension salon.

In addition to explaining the type of eyelash extension business you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of new customers obtained, the number of repeat customers served, reaching $X amount in revenue, etc.
• Your legal business Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the eyelash extension industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the eyelash extension industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your eyelash extension business plan:

• How big is the eyelash extension industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential target market for your eyelash extension business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your eyelash extension business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals, families, and corporations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of eyelash extension business you operate. Clearly, individuals would respond to different marketing promotions than corporations, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other eyelash extension businesses.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes other types of salons, retailers of eyelash products, and providers of other kinds of extensions. You need to mention such competition as well.

For each such competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

• What types of customers do they serve?
• What type of eyelash extension business are they?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you make it easier for your customers to obtain your product or service?
• Will you offer products or services that your competition doesn’t?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a eyelash extension business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of eyelash extension company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide synthetic lash extensions, volumizing lash extensions, or mink lash extensions?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your plan, you are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your eyelash extension company. Document where your company is situated and mention how the site will impact your success. For example, is your eyelash extension business located in a busy retail district, a business district, a standalone office, or purely online? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your eyelash extension marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

• Advertise in local papers, radio stations and/or magazines
• Reach out to websites
• Distribute flyers
• Engage in email marketing
• Advertise on social media platforms
• Improve the SEO (search engine optimization) on your website for targeted keywords

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your eyelash extension business, including answering calls, scheduling appointments, cleaning the salon, and collecting payments from customers, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to book your Xth customer, or when you hope to reach $X in revenue. It could also be when you expect to expand your eyelash extension business to a new city.

Management Team

To demonstrate your eyelash extension business’ potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing eyelash extension businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing an eyelash extension business or successfully running a small salon.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you employ 5 lash technicians, and will each technician serve 6 customers per day? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your eyelash extension business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a eyelash extension business:

• Cost of equipment and lash supplies
• Payroll or salaries paid to staff
• Business insurance
• Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, and equipment

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your salon location lease or photographs of the various lash extensions you offer.

Writing a business plan for your eyelash extension business is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will understand the eyelash extension industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful eyelash extension business.

Don’t you wish there was a faster, easier way to finish your Eyelash Extension business plan?

OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   See how Growthink’s business plan professional services can help you create a winning business.

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Starting an Eyelash Extension Business Checklist | Lash Jungle

Whether you’ve just finished your eyelash extension course, or have been working at a lash salon for a while, you might be thinking about starting your own lash business. Starting your business can definitely be rewarding, but it can also be quite stressful, as a lot of hard work is required in the beginning.

However, as you continue to build your clientele over time, there will be plenty of benefits to having your own business, including:

• You will be your own boss 
• You can work flexible hours, and accept bookings only on the days and times you want (which is great if you’re a stay-at-home mum or side hustler)
• Earn as much as you work (as your income will become much higher and stable once you get your regular clients)

Intrigued? Then read on! This blog article will provide you with a step-by-step guide to setting up a new eyelash extension business.

The ultimate guide to starting an eyelash extension business:

1. Naming your lash business - brand identity 2. Research your competitors and prices 3. Apply for ABN 4. Open a business bank account 5. Buy lash supplies 6. Set up your lash space 7. Set up your online booking system 8. Social media and Google My Business account

1. Naming your lash business - brand identity

This is the most fun part! Brainstorm a tonne of name ideas. You can use a name generator for ideas, or look at your competitors or different websites for inspiration, but keep in mind that your name should be:

• Relevant to your business
• Represent your brand
• Tell a story or convey a message
• Not be overused or cliche
• Easy to understand and say aloud

You will also want to check if the name you came up with is available to use in Australia. You can do this via the ASIC website .

If you are going to be setting up a website, you should also check that the domain name for your business is available. You can do this at Crazy Domains .

You will also need to check Instagram and Facebook to make sure that nobody has already taken your preferred handle.

Once you’ve decided on a name, you can get started creating your brand logo. Hiring a graphic designer can be expensive, and if you are just starting out, you probably won’t want to spend too much. Luckily, you can create a brand logo yourself for free, using Canva . All you need to do is to choose some premade logos that you love, and change the text and colour to suit your brand and business name.

Source: Canva

2. Research your competitors and prices

Use Google or Instagram to identify your potential competitors. Find 5-10 lash businesses near you, and go through their website and social media pages to see:

• Which lash styles they offer (e.g. do they offer classic sets only, or do they also offer hybrid and volume lashes?)
• How much do they charge for a full set and infills?
• What kind of demographic of clients do they target? (e.g. Are they geared to young clients, or more mature clients?)
• What is their branding like?
• How do they market themselves, and get new clients?

After doing some research and a bit of stalking on social media, you will be ready to create your own lash service menus and set your prices.

If you are a beginner, you will probably want to start at a lower price than your competitors, but don’t make your prices too cheap. A lot of beginners aren’t confident in their skills, and end up setting ridiculously low prices, which may be okay for a while until you gain experience. However, you also need to consider that there are a lot of business expenses associated with lashing (such as rent, electricity, internet, lash equipment and supply costs, subscription fees, marketing costs, and so on). We recommend setting reasonable prices at first, and running special promotions (e.g. 50% off a full set) until you become comfortable with charging your clients full price. By the time you finish the promotion, you’ll have quite a few regular clients.

As you did with your logo, you can also use Canva to create lash menu graphics. Simply search the site’s templates for food menus, then insert your logo and change the colour to suit your branding.

To print out your lash menus, marketing flyers, and business cards at a low cost, check out Vistaprint . Having decent brand assets will make you look more professional!

Create your own lash menu on Canva !

3. Get an ABN

To start a business in Australia, you need to get an ABN. This is not the most fun part, but it’s still essential. Fortunately, applying for ABN is super easy. Just visit abr.gov.au.

In Australia, there are four structures that you can use to build your business. Opting for the sole trader structure will be the easiest in the beginning, but we recommend you consult with an accountant to choose the best option for your situation.

Australian business strucutres

If you plan to run your business at home, you will also need to contact your local council to check what requirements apply to you. Every council has slightly different rules, so it is best to call them directly.

You will also want to organise public liability insurance, just in case something unexpected happens in your workplace.

4. Open a business bank account

Set up a separate business bank account, so you don’t mix your personal expenditure with business expenses.

You’ll also need to start collecting invoices for all business-related costs to get ready for tax time. The more organised you are, the less of a headache you’ll have at the end of the financial year.

5. Buy lash supplies

Finding a good lash supplier is so important. You will want to find someone who is reliable, and has a lot of good feedback from the professional lash technicians. Many lash artists prefer to use suppliers from their own countries.

We have created a list of the basic lash products to get you started:

• Classic lash trays – mixed (C & D curl 0.15)
• Lash adhesive
• 2x tweezers (for pickup and isolation)
• Air blower or mini fan
• Cream glue remover
• Under eye pads
• Flocked lash applicators (for lash removal)
• Micro brushes (for priming)
• Lash spoolies (for brushing lashes)
• Lash tapes (for securing bottom lashes)
• Premade fans  (C or D curl – mixed tray)

If you find the above list overwhelming, you might choose to get an   Essential Lash Kit  instead, it includes all your lash essentials.

Lash Jungle Essential Kit

6. Set up your lash space

Now it’s time to decorate your room! Some of the things you will need to get are:

• Massage bed
• Salon stool
• Comfortable blanket and lash pillow
• LED lash light
• Lash cart and organiser
• Cleaning and hygiene supplies - e.g.  alcohol pads

Credit: @beautybarcompany_

7. Set up your online booking system

Some lash artists still take calls and messages to book clients. However, do you want to be answering client messages late at night when you’re just chilling, or when you’re partying hard on Saturday nights?

Try setting up an online booking system instead! Timely and Fresha  are both great softwares that you can use to do this.

By setting up an online booking system:

• Your clients can find the best times for their appointments, and even reschedule their appointments themselves
• There will be no more endless back and forth messages with your clients
• You can take deposits that will significantly lower your chances of no-shows and last-minute cancellations
• You can set automatic reminders for your clients, which also helps reduce no shows

Source: Fresha

8. Social media and Google My Business accounts

Social media is still a very powerful platform to promote your business. Set up a professional account for your lash business, using the brand logo you created. Start uploading beautiful shots of your work every day to begin building your portfolio. The more active you are on social media, the greater your chances will be of reaching new clients. We have a blog article about how to grow your business through Instagram .

It is also recommended that you register your business with Google My Business. People use Google to find everything, so by setting up your profile with as much as information you can, you can ensure your business will show up in searches for lash businesses in your area.

Another tip is that people really trust reviews, so don’t be shy to ask your clients to leave a review on Facebook or Google.

Source: Sunnystorm Marketing

Have you ticked off all the boxes? If so, you are all ready to go!

Starting a business can be really overwhelming to begin with, and there will be a lot of challenges on the way. But it really will help you grow as a person, and give you so much valuable experience! In the end, we guarantee it’ll all be worth it! 😊

The Lash Jungle Team xxx

How to Start an Eyelash Extension Business

Written by: Esther Strauss

Esther is a business strategist with over 20 years of experience as an entrepreneur, executive, educator, and management advisor.

Edited by: David Lepeska

David has been writing and learning about business, finance and globalization for a quarter-century, starting with a small New York consulting firm in the 1990s.

Published on April 24, 2021

Investment range

$16,550 - $26,100

Revenue potential

$100,000 - $310,000 p.a.

Time to build

1 - 3 months

Profit potential

$50,000 - $90,000 p.a.

Industry trend

Key considerations to keep in mind when opening your eyelash extension business:

• Define your services — Decide on the types of services you will offer, such as classic, volume, and hybrid eyelash extensions, as well as related services like lash lifts and tints.
• Cosmetology or esthetician license — Ensure that you and your staff have the necessary cosmetology or esthetician licenses as required by your state. Some states have specific regulations for lash technicians . Consider additional certifications from reputable organizations, such as Xtreme Lashes® Certification , NovaLash Certification , or certification courses from the National Eyelash Education and Safety Association (NEESA) .
• Studio setup — Design an organized and functional layout that maximizes space utilization and creates a relaxing environment. Invest in necessary furniture, storage solutions, and decor.
• Lash supplies —I nvest in high-quality lash extensions , adhesives, applicators, and other necessary tools. Source from reputable suppliers to ensure safety and quality.
• Register your business — A limited liability company (LLC) is the best legal structure for new businesses because it is fast and simple. Form your business immediately using ZenBusiness LLC formation service or hire one of the best LLC services on the market.
• Legal business aspects — Register for taxes, open a business bank account, and get an EIN .
• Website and online presence — Create a professional website showcasing your services, portfolio, client testimonials, and contact information. 

Interactive Checklist at your fingertips—begin your eyelash extension business today!

You May Also Wonder:

Can you make good money doing eyelash extensions?

Based on the average price per set of $81 – $120. If you work 48 weeks per year, 5 days per week, and see 4 clients per day, you’ll see 960 clients per year. If you multiply this by the prices above, you’ll end up with potential revenue between $77,760 – $115,200.

How long does it take to become a certified lash tech?

Eyelash extension training courses generally last between 1 – 3 days. You’ll be taught about sanitation and the application of the lashes themselves. If your course doesn’t grant you an Esthetician or Cosmetology license you’ll need to apply for one or complete further education.

Is being a lash tech hard?

Being a lash artist certainly isn’t the easiest job in the world. You’ll need a steady hand, good eyesight, patience, and be able to focus for long stretches. But like any rewarding job, the effort is worth it in the long run. Once you’ve mastered the craft, you’ll forget all about your difficulties in the beginning!

How profitable are eyelash extensions?

Eyelash extensions can be a profitable service due to high demand, but profitability can vary depending on factors like location, pricing, and operating costs.

How do I market my eyelash extension business?

Market your eyelash extension business by establishing an online presence through a professional website and social media accounts. Offer promotions, referral incentives, and collaborate with complementary businesses. Showcase your expertise through educational content and tutorials.

Is eyelash extension a good side hustle?

Eyelash extensions can be a good side hustle, providing flexibility and additional income. Consider training, investment in quality products, and ensuring you have the necessary skills and time to deliver a high-quality service.

Can I do lash extensions at home?

It is possible to do lash extensions at home, but compliance with local regulations and obtaining necessary licenses or permits is crucial. Invest in proper training, maintain a professional and sanitized environment, and prioritize hygiene for client safety and satisfaction.

Step 1: Decide if the Business Is Right for You

Before you become a lash extension entrepreneur, you need to take a step back and learn about the industry. 

Pros and cons

Knowing both sides of the lash business is vital for deciding whether it’s right for you. 

• You’re the boss, so work when you want
• Job satisfaction in the lash industry tends to be high
• Encourages creativity and self-expression
• Time-consuming, exacting work
• Lash training required
• Rising startup costs

Eyelash extension industry trends

A look at recent Google searches reveals consistently high interest in nearby lash extension services, while over the last ten years interest has increased sharply .

Industry size and growth

• Industry size and past growth – The US false eyelashes market has been growing steadily since 2016. Data analyst Statista estimated its market value at $250 million in 2022.(( https://www.statista.com/statistics/892915/false-eyelashes-market-value-in-the-us/ ))  
• Growth forecast – The global false eyelashes market was valued at more than $1 billion in 2018. The individual false eyelashes segment is predicted to continue growing at least 6% yearly while the natural eyelash extension segment is expected to grow at least 5% per year through 2025.(( https://www.grandviewresearch.com/industry-analysis/false-eyelashes-market#:~:text=The%20natural%20eyelash%20extension%20segment,more%20flexible%20than%20their%20counterparts ))
• Number of businesses – Lash extension services are usually provided in beauty salons. There are nearly 80,000 beauty salons in the US(( https://www.sbdcnet.org/small-business-research-reports/beauty-salon/ )) 
• Number of people employed – Nearly 54,000 people are employed in the US as estheticians.(( https://www.zippia.com/esthetician-jobs/demographics/ ))

Trends and challenges

These are the latest trends in the lash extensions industry:

• Interest in lash extensions is growing fast, thanks in part to hot new trends like colored lashes, wet-looking lashes, and cats-eye lashes.(( https://www.shinesheets.com/lash-trends-2021-fall-winter-predictions/ ))
• Use of influencer marketing to attract customers

Some of the challenges in the industry are:

• Risks of infection, allergic reactions, and permanent lash loss if applied incorrectly
• Raising awareness of the proper care and maintenance of eyelash extensions

What kind of people work in eyelash extensions?

Lash specialists or technicians may be counted among estheticians.

• Gender – About 94% of estheticians are female, while 6% are male.(( https://www.zippia.com/esthetician-jobs/demographics/#gender-statistics )) .
• Average level of education – About 30% have bachelor’s degree, but lash technicians need professional training and certifications.(( https://www.zippia.com/esthetician-jobs/education/ ))
• Average age – Estheticians are mostly 30 to 40 years old.(( https://www.zippia.com/esthetician-jobs/demographics/#age-statistics ))

How much does it cost to start an eyelash extension business?

Starting a lash extension salon is likely to cost between $30,000 and $60,000, with an average of around $40,000. 

Let’s look at an example on the lower end, excluding the cost of your salon:

How much can you earn from an eyelash extension business?

Industry advisor Lash Affair estimates that the average eyelash extension costs $80 to $120, depending on experience and products involved. So, if you run your own shop and are able to do four two-hour lash extensions at $100 each for five days a week in your first year or two, you’ll make more than $100,000 in annual revenue. Assuming you’re able to achieve a 50% profit margin, that would leave you with about $50,000 in profit. 

Keep in mind, this is with you working by yourself, operating the whole salon. As your brand gains recognition, you could hire two lash artists, do a total of 10 lash extensions per day, and extend operating hours to six days a week. But your profit margin is reduced to around 30%. With annual revenue of more than $310,000, you’d make a tidy profit of more than $90,000.

What barriers to entry are there?

Knowing the potential barriers can help you avoid or overcome them when they show up. 

Here are some barriers in the eyelash extension industry:

• Professional training required
• Likely competition in your area
• You may need a cosmetology or esthetician’s license
• Finding a good location can be tough

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13 Steps to Start a Profitable Makeup Business

Step 2: hone your idea.

Now that you’ve seen what the lash industry involves, it’s time to start thinking about your business. 

Market research will give you the upper hand, even if you’re already positive that you have a perfect product or service. Conducting market research is important, because it can help you understand your customers better, who your competitors are, and your business landscape.

Why? Identify an opportunity

Checking out your competition is an integral part of starting a business. It’s important to examine your competitors’ prices, most popular services and possible weaknesses. Once you know what your competitors have to offer, you can start building a plan to be better than them. 

You might consider targeting a niche market by specializing in a certain aspect of your industry, such as natural eyelash extensions. This could jumpstart your word-of-mouth marketing and attract clients right away.

What? Determine your services

The most common materials used for eyelash extensions are silk, mink, and synthetic. Besides providing silk or mink lash extensions and synthetic lash extensions, you could also offer volume lash extensions. 

How much should you charge for eyelash extensions?

Your first option is to base it on your competitions’ prices. If you do it this way, you’ll be on the right path. Another way is to consider the average price of $80-$120 above and choose a price point that gives you a decent profit. 

Once you know your costs, you can use this Step By Step profit margin calculator to determine your mark-up and final price points. Remember, the prices you use at launch should be subject to change if warranted by the market.

Who? Identify your target market

Having a target market will help you connect with and gain new clients. For example, if you want to open a luxury lash bar, your target market should include people with higher disposable incomes. To identify your target market, you’ll need to think about who you want to regularly book appointments with you.

Here are some questions to help: 

• In what age range will your target customers be? 
• Where does your target market live, work and visit? 
• Do your target clients prefer value or luxury? 

Where? Choose the location for your eyelash business

Be sure to choose your target market before you decide on a business location. If you open your store in the wrong spot for your target market, you’ll have difficulty reaching success—even if your services are excellent. 

For example, say you’re targeting high-end customers. You’ll need to open your store in a wealthy suburb, urban business district, or a high-end shopping center. You can find commercial space to rent in your area on sites such as Craigslist , Crexi , and Instant Offices .

When choosing a commercial space, you may want to follow these rules of thumb:

• Central location accessible via public transport
• Ventilated and spacious, with good natural light
• Flexible lease that can be extended as your business grows
• Ready-to-use space with no major renovations or repairs needed

Step 3: Brainstorm a Lash Business Name

Here are some ideas for brainstorming your business name:

• Short, unique, and catchy names tend to stand out
• Names that are easy to say and spell tend to do better 
• Name should be relevant to your product or service offerings
• Ask around — family, friends, colleagues, social media — for suggestions
• Including keywords, such as “lash” or “beauty”, boosts SEO
• Name should allow for expansion, for ex: “Emma’s Lash Studio” over “Emma’s Color Lash Studio” or “Emma’s Brow Tints Studio”
• A location-based name can help establish a strong connection with your local community and help with the SEO but might hinder future expansion

Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these. 

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Finally, make your choice among the names that pass this screening and go ahead with domain registration and social media account creation. Your business name is one of the key differentiators that set your business apart. Once you pick your company name, and start with the branding, it is hard to change the business name. Therefore, it’s important to carefully consider your choice before you start a business entity.

Step 4: Create an Eyelash Extension Business Plan

Here are the key components of a business plan:

• Executive Summary: Outline your eyelash extension business’s aim to provide high-quality, customized eyelash extension services, emphasizing style, safety, and customer satisfaction.
• Business Overview: Describe your business’s focus on offering professional eyelash extension services, including various styles, lengths, and materials to suit individual client needs.
• Product and Services: Detail the range of eyelash extension options offered, such as classic, volume, and hybrid lashes, along with maintenance and refill services.
• Market Analysis: Assess the demand for eyelash extensions, identifying target demographics such as beauty enthusiasts, bridal clients, or those seeking everyday lash enhancements.
• Competitive Analysis: Compare your services to other local beauty salons or eyelash specialists, focusing on your unique selling points like technique quality, lash variety, or customer experience.
• Sales and Marketing: Outline your strategy for attracting clients, using tactics like social media promotion, partnerships with local beauty businesses, or offering introductory specials.
• Management Team: Highlight the experience and qualifications of your team, especially in areas like cosmetology, aesthetic services, and business management.
• Operations Plan: Describe the operational process, including client consultations, application procedures, and follow-up care.
• Financial Plan: Provide an overview of financial aspects, covering startup costs, pricing strategy, and expected revenue.
• Appendix: Include supplementary documents such as certifications, client testimonials, or detailed service descriptions to support your business plan.

If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.

Step 5: Register Your Business

Registering your business is an absolutely crucial step — it’s the prerequisite to paying taxes, raising capital, opening a bank account, and other guideposts on the road to getting a business up and running.

Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business! 

Choose where to register your company

Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you are planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to eyelash extensions. 

If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state. 

Choose your business structure

Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your eyelash extension business will shape your taxes, personal liability, and business registration requirements, so choose wisely. 

Here are the main options:

• Sole Proprietorship – The most common structure for small businesses makes no legal distinction between company and owner. All income goes to the owner, who’s also liable for any debts, losses, or liabilities incurred by the business. The owner pays taxes on business income on his or her personal tax return.
• General Partnership – Similar to a sole proprietorship, but for two or more people. Again, owners keep the profits and are liable for losses. The partners pay taxes on their share of business income on their personal tax returns.
• Limited Liability Company (LLC) – Combines the characteristics of corporations with those of sole proprietorships or partnerships. Again, the owners are not personally liable for debts.
• C Corp – Under this structure, the business is a distinct legal entity and the owner or owners are not personally liable for its debts. Owners take profits through shareholder dividends, rather than directly. The corporation pays taxes, and owners pay taxes on their dividends, which is sometimes referred to as double taxation.
• S Corp – An S-Corporation refers to the tax classification of the business but is not a business entity. An S-Corp can be either a corporation or an LLC , which just needs to elect to be an S-Corp for tax status. In an S-Corp, income is passed through directly to shareholders, who pay taxes on their share of business income on their personal tax returns.

We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization , and answer any questions you might have. 

Form Your LLC

Choose Your State

We recommend ZenBusiness as the Best LLC Service for 2024

Step 6: Register for Taxes

The final step before you’re able to pay taxes is getting an Employer Identification Number , or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN. 

Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.

The IRS website also offers a tax-payers checklist , and taxes can be filed online.

It is important to consult an accountant or other professional to help you with your taxes to ensure you are completing them correctly.

Step 7: Fund your Business

Securing financing is your next step and there are plenty of ways to raise capital:

• Bank loans : This is the most common method, but getting approved requires a rock-solid business plan and strong credit history.
• SBA-guaranteed loans : The Small Business Administration can act as guarantor, helping gain that elusive bank approval via an SBA-guaranteed loan .
• Government grants : A handful of financial assistance programs help fund entrepreneurs. Visit Grants.gov to learn which might work for you.
• Venture capital : Offer potential investors an ownership stake in exchange for funds, keeping in mind that you would be sacrificing some control over your business.
• Crowdfunding : Websites like Kickstarter and Indiegogo offer an increasingly popular low-risk option, in which donors fund an entrepreneur’s vision.
• Personal : Self-fund your business via your savings, the sale of property or other assets, and support from family and friends.

Bank and SBA loans are probably the best options, other than friends and family, for funding an eyelash extension business. You might also try crowdfunding if you have an innovative concept.  

Step 8: Apply for Licenses/Permits

Starting an eyelash extension business requires obtaining a number of licenses and permits from local, state, and federal governments.

Federal regulations, licenses, and permits associated with starting your business include doing business as (DBA), health licenses and permits from the Occupational Safety and Health Administration ( OSHA ), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits. 

You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more. 

You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package . They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.

This is not a step to be taken lightly, as failing to comply with legal requirements can result in hefty penalties.

If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.

Step 9: Open a Business Bank Account

Before you start making money, you’ll need a place to keep it, and that requires opening a bank account .

Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your eyelash extension business as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.

Banks vary in terms of offerings, so it’s a good idea to examine your options and select the best plan for you. Once you choose your bank, bring in your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and other legal documents and open your new account. 

Step 10: Get Business Insurance

Business insurance is an area that often gets overlooked yet it can be vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.

Here are some types of insurance to consider:

• General liability: The most comprehensive type of insurance, acting as a catch-all for many business elements that require coverage. If you get just one kind of insurance, this is it. It even protects against bodily injury and property damage.
• Business Property: Provides coverage for your equipment and supplies.
• Equipment Breakdown Insurance: Covers the cost of replacing or repairing equipment that has broken due to mechanical issues.
• Worker’s compensation: Provides compensation to employees injured on the job.
• Property: Covers your physical space, whether it is a cart, storefront, or office.
• Commercial auto: Protection for your company-owned vehicle.
• Professional liability: Protects against claims from a client who says they suffered a loss due to an error or omission in your work.
• Business owner’s policy (BOP): This is an insurance plan that acts as an all-in-one insurance policy, a combination of any of the above insurance types.

Step 11: Prepare to Launch

As opening day nears, prepare for launch by reviewing and improving some key elements of your business. 

Essential software and tools

Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks. 

You may want to use software specifically for salon businesses such as SalonBiz , Rosy , or schedul , to manage your online bookings, appointment calendar, inventory of products, and payments.

• Popular web-based accounting programs for smaller businesses include Quickbooks , Freshbooks , and Xero . 
• If you’re unfamiliar with basic accounting, you may want to hire a professional, especially as you begin. The consequences for filing incorrect tax documents can be harsh, so accuracy is crucial.

Develop your website

Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism.

You can create your own website using services like WordPress, Wix, or Squarespace . This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.

They are unlikely to find your website, however, unless you follow Search Engine Optimization ( SEO ) practices. These are steps that help pages rank higher in the results of top search engines like Google.

Here are some powerful marketing strategies for your future business:

• Social Media Engagement: Leverage platforms like Instagram, TikTok, and Pinterest to showcase your eyelash extension work, share client testimonials, and engage with your audience through contests or challenges to increase visibility and attract potential clients.
• Local SEO  — Regularly update your Google My Business and Yelp profiles to strengthen your local search presence.
• Collaborate with Influencers: Partner with local beauty influencers or bloggers to promote your eyelash extension services, allowing you to tap into their established audience and gain credibility within your target market.
• Referral Programs: Encourage word-of-mouth marketing by implementing a referral program, offering discounts or free services to existing clients who refer new customers to your eyelash extension business.
• Holiday and Special Occasion Promotions: Create seasonal promotions or packages tied to holidays, weddings, or other special occasions to entice clients looking for unique and timely beauty treatments.
• Educational Workshops: Host workshops or online tutorials to educate potential clients about the benefits and maintenance of eyelash extensions, positioning yourself as an expert in the field and building trust among your audience.
• Localized Advertising: Invest in targeted advertising within your local community through flyers, posters, and partnerships with nearby businesses, maximizing exposure to potential clients in your immediate area.
• Client Loyalty Programs: Implement loyalty programs that reward clients for repeat business, encouraging them to stick with your eyelash extension services over time.
• Professional Photography: Invest in high-quality photography of your eyelash extension work to create a visually appealing portfolio for your marketing materials, including business cards, brochures, and social media posts.
• Online Booking and Scheduling: Facilitate easy appointment scheduling through online platforms, ensuring convenience for clients and reducing barriers to accessing your eyelash extension services.
• Community Engagement: Participate in local events, sponsor community activities, or collaborate with other small businesses to foster a strong community presence and build relationships that can lead to client referrals.

Focus on USPs

Unique selling propositions, or USPs, are the characteristics of a product or service that set it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your eyelash extension business meets their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire. 

Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your eyelash extension salon could be: 

• Additional services like eyebrow trimming
• The fastest lash extensions in the area 
• Top-of-the-line products and materials 
• The most advanced lash artists 

You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running an eyelash extension salon, or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in lash extensions for years and can offer invaluable insight and industry connections. 

The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in eyelash extensions. You’ll probably generate new customers or find companies with which you could establish a partnership. Online businesses might also consider affiliate marketing as a way to build relationships with potential partners and boost business.

Step 12: Build Your Team

If you’re starting out on your own, you may not need any employees. But as your business grows, you will likely need workers to fill various roles. Potential positions for an eyelash salon would include:

• Lash Artists — creating and applying designs and styles 
• General Manager — scheduling, staffing, maintenance, accounting 
• Marketing Lead — social media, SEO optimization 

At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need. 

Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or Jobs.com. You might also consider a premium recruitment option, such as advertising on Indeed , Glassdoor , or ZipRecruiter . Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent. 

Step 13: Run an Eyelash Extension Business – Start Making Money!

Having eyelash extensions may seem frivolous. But for some, it’s a way to boost their self-esteem and self-confidence. So, you would be helping a lot of people feel good with themselves with your lash extension business. It’s a fast-growing market and there’s still time to get in on the action. 

You can also provide related services to add to your income. With proper research and adequate preparation, you could well be on your way to success. Now that you know the steps to start a business, you’re ready to launch your eyelash salon and achieve your vision! 

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• Decide if the Business Is Right for You
• Hone Your Idea
• Brainstorm a Lash Business Name
• Create an Eyelash Extension Business Plan
• Register Your Business
• Register for Taxes
• Fund your Business
• Apply for Licenses/Permits
• Open a Business Bank Account
• Get Business Insurance
• Prepare to Launch
• Build Your Team
• Run an Eyelash Extension Business - Start Making Money!

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