Eyelash Extension Marketing Guide & Tips For Your Business
CEO/Founder Of Bela Beauty College
To market your lash business effectively, you need to build a strong brand identity, master digital marketing (especially SEO and social media), retain clients with smart strategies, and leverage tools like email campaigns, booking software, and local collaborations. These tactics help you attract new clients while keeping your loyal ones coming back.
Why a Marketing Plan for Lash Business Is Crucial in 2025
The lash industry is growing fast, and so is the competition.
You can be the most talented lash artist in your city, but without a proper marketing plan, no one will know who you are or why they should choose you. In 2025, marketing isn’t optional—it’s the foundation of a profitable lash business.
At Bela Beauty College, we teach not just the art of lashes but the business behind it. This guide compiles expert-level, practical strategies to help lash techs market smarter, not harder.
Lash Business Trends and Client Behavior in 2025
Understanding the current lash market helps you position your business better.
- Client preferences: Fast services, premium experiences, and visible results.
- Lash trends: Hybrid lashes, wet look, and customised lash mapping.
- Spending habits: Clients want value and convenience.
According to industry forecasts, the global eyelash extension market is expected to exceed $2.31 billion by 2028. That means more competition—and more opportunity.
Eyelash Salon Branding: How to Create a Memorable Identity
Your brand is more than a logo. It’s how clients feel when they hear your name.
Define your brand identity:
- What do you stand for? Luxury, affordability, eco-consciousness?
- How do you want clients to describe your lash business?
Build a cohesive brand:
- Consistent colors, fonts, and tone across Instagram, website, and flyers
- Branded appointment cards, lash aftercare kits, and packaging
Pro tip: Use Canva to design your assets and create a Brand Kit you use everywhere.
Lash Extension Pricing Strategy That Attracts and Sells
Pricing can make or break your business.
Avoid underpricing just to get clients—it attracts deal-seekers, not loyal clients.
Instead, try this:
- Research local competitors and price slightly above if you offer premium service
- Offer package deals (buy 3 fills, get 1 free)
- Introduce VIP memberships (priority booking, free upgrades)
Tip: Ending prices in .99 or .95 appears more affordable ($74.95 vs. $75)
Building Your Online Presence with Local SEO for Lash Business
Google is the new Yellow Pages.
Steps to boost your local SEO:
- Set up and optimise your Google My Business profile
- Use keywords like “lash extensions in [Your City]” throughout your site
- Ask every happy client to leave a Google review
- Add location tags to all Instagram and TikTok posts
Website must-haves:
- Mobile-friendly design
- Clear service descriptions with keywords
- Online booking with confirmation texts
Instagram Marketing for Lash Techs (and Beyond)
Social media isn’t just pretty pictures. It’s your storefront.
Platform-by-platform tips:
Instagram:
- Post 4x a week minimum
- Use Reels to show lash transformations
- Create Highlights for reviews, pricing, FAQs
- Engage in DMs and comments within 24 hours
TikTok:
- Behind-the-scenes prep
- Funny lash tech skits
- Trending audio with lash transformations
Facebook:
- Share testimonials and run geo-targeted ads
- Post to community groups and offer discounts
How to Promote Your Lash Business Through Email & SMS
Email isn’t dead—it’s your secret weapon.
Use email campaigns to:
- Send appointment reminders
- Promote monthly deals
- Offer rebooking discounts
Email ideas:
- “Get ready for prom season with 10% off your next set”
- “We miss you! Here’s 15% off your next appointment”
SMS marketing:
- Use for flash sales or no-show reminders
- Always get consent and keep it short
Creating Content: Before and After Lash Photos & Video Tutorials
Visual proof sells your work.
Tips for stunning content:
- Use natural lighting or a ring light
- Clean background and angles that show the lash curl
- Before-and-after collage with text overlays
Video ideas:
- Quick clips showing the lash process
- Client reactions when seeing their lashes
- Product tips (lash cleanser, spoolies)
Use these visuals on:
- Instagram Reels
- TikTok trends
- Website galleries
- Booking platforms
Technology Tools to Streamline & Scale
Automate to avoid burnout.
Top lash tech tools:
- Booking software: GlossGenius, Square Appointments, Fresha
- CRM systems: Keep notes, preferences, allergies
- Review management tools: Podium, NiceJob
Automate:
- No-show reminders
- Birthday discounts
- Rebooking prompts after 2-3 weeks
Promote Your Lash Business Locally & Offline
Don’t ignore your own backyard.
Offline marketing tips:
- Distribute flyers at gyms, cafes, salons
- Partner with local makeup artists and hairstylists
- Join local women’s networking groups
Referral cards:
- “Give $10, Get $10” business cards clients can hand out
- Include QR codes to book directly
Event ideas:
- Free mini consultations at markets
- Co-host a beauty night with wine and demos
Client Retention for Lash Artists: Keep Clients Coming Back
It’s cheaper to retain a client than find a new one.
Loyalty tips:
- Offer a free fill after 5 visits
- Personalised follow-ups (“Loved your volume set today!”)
- Ask for feedback regularly
Build real relationships:
- Learn their lash style preferences
- Remember birthdays or special events
- Offer a “client of the month” feature on socials
How to Ask for Reviews Without Feeling Awkward
Reviews build trust—fast.
How to ask:
- Right after the appointment: “If you loved your set today, I’d appreciate a quick Google review. Here’s the link!”
- Follow-up text with a link
- Post a “Review of the Week” to encourage others
Where to post reviews:
- Website homepage
- Instagram Stories
- Flyers or business cards
Responding matters:
- Thank clients publicly
- Address negative feedback politely and professionally
Monthly Marketing Calendar for Lash Businesses
A plan keeps you consistent.
What to include:
- Seasonal promos (prom, weddings, Valentine’s Day)
- Monthly focus: client referrals, content push, review drive
- Set 3 weekly content types: before/after, tips, reviews
Bonus download idea: Monthly editable calendar with:
- Post prompts
- Promo ideas
- Email and SMS themes
Lash Technician Marketing
There’s no magic bullet to growing your lash business. But with the right mix of branding, digital tools, and client care, you can build something that lasts.
At Bela Beauty College, we don’t just teach lashes—we help you grow a business. Our online lash courses include marketing, branding, and business strategy built for the modern beauty entrepreneur.
