How to Build Your Clientele | Lash Business Marketing Strategies 

Lash Entrepreneurs, get your notebooks out! Are you ready to take your lash game to the next level? You've mastered the art of perfect lash extensions, but now it's time to spread the word and fill your appointment book. Whether you're just figuring out how to start a lash business or looking to expand your already thriving lash empire, we’ve got some great tips and strategies that we must share to help you attract more clients and keep them coming back for more. Let's turn your lash passion into a booming business!

London Lash models laughing

Understanding Your Market:

First things first, who are your dream clients? Are they the busy bees looking for a quick lash fix, the glam gurus who want the full luxury experience, or both? Knowing who you're talking to makes all the difference, especially if you’re setting up your first business. It's like picking the perfect lash style for a client – it needs to fit just right. So, take a moment to think about who you're really serving. This isn't just about selling your salon's services; it's about connecting with your clients on a personal level.

1. Digital Presence: Building Your Brand Online

Website and SEO: Think of your website as your virtual salon. It's where people get to know you and your amazing work, so you need to make sure it's as welcoming and stylish as your physical space. Let's not forget about Google – use those magic keywords that your clients would be searching for when looking for lash inspo or a new Lash Tech: 'lash extensions,' 'eyelash extensions,' 'lash business,' ‘lash extensions in [insert where you’re situated]’ – so when someone's hunting for the perfect Lash Tech, your name pops up. It's like a digital handshake, introducing you to potential clients.

Computer and laptop on a desk

Social Media Marketing: Social media is your BFF when it comes to marketing your business. It's where you get to show off your skills, share those stunning before-and-after shots, and really connect with your audience. Post tips, share stories, current promotions, and maybe even a few behind-the-scenes glimpses of your work. It's all about creating that personal touch and showing clients why they should choose you for their lash needs. 


Online Booking: Let's make life easier for everyone! Even if you don’t have a preference,  according to a recent study, over 67% of people now prefer booking their treatments online, and it can even boost your average revenue. An online booking system is like having a 24/7 receptionist - clients can book their appointments anytime, anywhere. It's convenient for them and not to mention a huge time-saver for you, as it takes out the admin and adds appointments to your calendar for you.However, if you put a system like this in place, don’t just rely on this! Make sure you still reply to your messages and answer the phone if it rings, as you may have potential clients that either don’t know about the online booking service or don’t know how to use it - it’s always best to have a traditional backup. 

Model photoshoot

2. Networking and Partnerships:

Collaborate with Local Businesses: This is all about making friends in high places (or, well, local places). Team up with nearby salons, spas, and even clothing stores. It's a win-win! You get to tap into their client base, and they get to offer more services. Think of it as expanding your lash family.


Attend Industry Events: These events are like the Oscars of the beauty world - think LashCon and Lash Battle! It's where you get to meet other pros, learn new tricks, and keep up with the latest lash trends. Plus, it's a great way to get your name out there. Bring your business cards and your charm! Competitions in particular are great to take part in as you get the chance to put your skills to the test and get priceless feedback from industry greats – if you win, you have the edge over your competition as an award-winning Lash Technician!

Lash Technicians networking

3. Client Retention Strategies:

Loyalty Programs and Referrals: Who doesn't love a good deal? Offer your loyal clients something special – maybe a discount on their next visit or a freebie after a certain number of appointments. Plus, let's not forget the power of word-of-mouth. Encourage your happy clients to spread the word by offering them a little thank-you discount for every new client they bring in.

4. Utilize Client Reviews and Testimonials:

Show Off Your Happy Clients: There's nothing more convincing than hearing from a satisfied customer. So, make sure to encourage your clients to leave reviews and share their experiences. It's like having a cheer squad singing your praises to potential clients!

5. Educational Content:

Be a Lash Guru: Why not share your knowledge through blog posts or videos? Teach people about lash care, the latest trends, or even the process of getting lash extensions. You can even repost our educational content on your socials with a tag to us, we don’t mind! This can position you as an expert and someone who genuinely cares about their clients' lash health.

London Lash USA Instagram account

6. Paid Advertising:

Targeted Ads: Sometimes, a little investment goes a long way. Depending on which platforms your clients use the most, you can use targeted ads on platforms like Google, Instagram and Facebook to reach people actively searching for lash services. It's like sending out a beacon to those looking for exactly what you offer.

7. Email Marketing:

Stay in Touch: You may not think this is a great strategy but don’t knock it till you try it. Keep your clients in the loop with regular newsletters; you can share updates, special offers, and maybe a lash care tip or two. It's a great way to remind them of your services and keep them engaged. You can even set it up to send personalized messages on their birthday to show that you really care, or remind them of appointments to help prevent no-shows. 

eyelash extensions consultation

Starting and growing your lash business is all about making connections – with your clients, your community, and even other businesses. By putting these strategies into play, you're not just selling a service; you're creating an experience that keeps clients coming back. So go ahead – show the world what you and your lash business are made of!