Starting a lash business is an exciting venture that combines artistry and precision with business savvy. The eyelash extension market is a billion-dollar industry, with steady demand for everything from natural, everyday looks to dramatic styles for special events.
This guide will take you through the practical steps of validating your business concept, obtaining the right licenses, selecting a location, and acquiring your equipment to help you launch a successful lash business in the U.S.
Step 1: Plan your business and validate your idea
Define your local market
Start by researching your local area. Use Google Maps and Yelp to list all lash studios within a 5-mile radius. Also, search Instagram for hashtags like #[yourcity]lashes to find independent artists. Note their prices, services, and the style of their work.
Check their online booking pages on platforms like Acuity or GlossGenius. This can give you a sense of how busy they are. A common misstep is to just copy a competitor's pricing without knowing their costs or demand. Your prices must cover your own expenses and skill level.
Calculate your startup costs
With your market in mind, map out your finances. A realistic startup budget for a small, rented studio space is between $3,500 and $8,000. This figure can be lower if you begin from a licensed home setup, but do not underestimate initial supply needs.
Your main expenses will likely include:
- Training and certification: $1,000 - $3,000
- State license and insurance: $500 - $1,000
- Professional kit and supplies: $500 - $2,000
- First month's rent and studio setup: $1,500 - $4,000
Contact your state's Board of Cosmetology for exact esthetician or cosmetologist licensing fees and requirements. They dictate the legal structure for your practice.
Here are 3 immediate steps to take:
- Create a spreadsheet of at least five local competitors, listing their prices for a classic full set.
- Visit your state's Board of Cosmetology website and download the application for an esthetician license.
- Build a detailed budget that lists every potential startup expense, from rent to lash glue.
Step 2: Establish your legal and licensing framework
Choose your business structure
You might want to form a Limited Liability Company (LLC). This structure protects your personal assets, like your home or car, from business debts. It offers this protection without the complex rules of a corporation, and profits simply pass through to your personal tax return.
Filing for an LLC with your Secretary of State typically costs between $50 and $500. While operating as a sole proprietor is an option, it offers no liability protection, putting your personal finances on the line.
Secure your licenses and permits
Once your business structure is chosen, you can get your tax ID. Apply for a free Employer Identification Number (EIN) on the IRS website. Think of it as a social security number for your business; you will need it for banking and taxes.
Your state esthetician license allows you to perform services, but a common mistake is stopping there. You also need a business license from your city or county to operate legally. If you plan to sell retail products, get a seller's permit from your state's tax agency.
Working from home usually requires a Home Occupation Permit from your local planning department. This permit confirms your business activity is appropriate for a residential area. Check with your city for specific rules and fees.
Here are 3 immediate steps to take:
- Apply for a free EIN on the IRS website.
- Register your business as an LLC with your state's Secretary of State.
- Contact your city clerk's office to ask about local business license and Home Occupation Permit requirements.
Step 3: Secure your business insurance
Key insurance policies for lash artists
Your next move is to protect your business with the right insurance. You will need at least two types of policies. General liability covers accidents, like a client who trips and falls in your studio. Professional liability covers claims related to your actual service.
Some new artists only get general liability, but this policy will not protect you if a client has an allergic reaction to the adhesive. That is what professional liability is for. It is designed to cover claims of negligence or damage from your work.
Here are the policies to consider:
- General Liability: Expect to pay $400-$700 annually for a $1 million policy.
- Professional Liability: This typically costs $500-$900 per year for $1 million in coverage.
- Commercial Property: If you rent a studio, this protects your equipment and supplies from theft or damage.
You might want to get quotes from providers like Hiscox, Beauty & Bodywork Insurance (BBI), or Insureon. They understand the specific risks of lash services. If you plan to hire other artists, you will also need workers' compensation insurance, as required by your state.
Here are 3 immediate steps to take:
- Request quotes for both general and professional liability from a beauty-focused provider.
- Confirm that a potential policy specifically covers claims from allergic reactions.
- Check your state's Department of Labor website for workers' compensation rules.
Step 4: Secure your location and buy equipment
Find your studio space
Look for a small commercial space, around 100-200 square feet. This is enough for a lash bed, a small reception desk, and your trolley. Check with the city's planning department to confirm the property's zoning allows for personal services.
When you review a lease, ask about a Tenant Improvement (TI) allowance. This is money from the landlord to help pay for modifications like installing a sink, which many state boards require. Some artists sign a lease without this, then face unexpected plumbing costs.
Purchase your core equipment
With a location in mind, you can acquire your main pieces of furniture. Your client's comfort is paramount, so invest in a quality lash bed or recliner. A cheap bed can lead to poor reviews, regardless of your lash skills.
Your primary equipment costs will be:
- Professional lash bed or recliner: $300 - $800
- Adjustable rolling stool: $50 - $150
- Magnifying lamp or ring light: $100 - $250
- Supply trolley or cart: $50 - $200
Stock your professional supplies
Now you can order your lash supplies. Reputable suppliers like Bella Lash or Lash Affair do not require large minimum orders, so you can start with what you need. Order enough adhesive, lashes, primer, and remover for your first 20-30 clients.
Here are 3 immediate steps to take:
- Research commercial listings for studio spaces between 100 and 200 square feet.
- Ask potential landlords if they offer a Tenant Improvement allowance for plumbing.
- Price out a professional lash bed and a quality ring light from two different suppliers.
Step 5: Set up your payment system
Most clients will pay you per service. A common mistake new artists make is not requiring a deposit. To protect your time from no-shows, you should ask for a non-refundable deposit of $25-$50 to confirm each booking. This is standard practice in the industry.
You will need a reliable way to accept credit cards, debit cards, and digital wallets. While some clients might offer cash, a formal payment system makes your bookkeeping much simpler and appears more professional. It also allows for easy deposit collection online.
When you look at payment solutions, pay close attention to the fees. Many processors charge 2.5% to 3.5% plus a fixed amount per transaction. Some also require you to buy or rent a separate card reader, which adds to your startup costs.
For lash artists who need to accept payments on-site or on-the-go, JIM offers a streamlined solution. With JIM, you can accept debit, credit, and digital wallets directly through your smartphone. Just tap and done. At just 1.99% per transaction with no hidden costs or extra hardware needed, it's particularly useful for mobile artists.
Here is how it works:
- Get Started: Download the JIM app for iOS.
- Make a Sale: Type the sales amount, hit sell, and ask your customer to tap their card or device on your phone.
- Access Funds: Your money is available right on your JIM card as soon as the sale is done, no waiting for bank transfers.
Here are 3 immediate steps to take:
- Set your non-refundable deposit amount and add it to your booking policy.
- Download the JIM app to explore its features on your phone.
- Compare the total fees of two other payment processors with JIM's 1.99% flat rate.
Step 6: Fund your business and manage finances
Secure your startup capital
With your budget planned, you can pursue funding. An SBA Microloan is a strong option for new artists, offering amounts from $5,000 to $15,000. Interest rates typically range from 8% to 13%. You can also look into personal loans or a business credit card for initial supplies.
A mistake some artists make is maxing out high-interest credit cards without a clear repayment strategy. This can quickly erode your early profits. If you use a credit card, treat it as a short-term solution and pay it down as soon as client payments come in.
You might also explore grants, like the Amber Grant for Women. These are highly competitive, so they work best as a supplemental goal, not your main funding source. Focus first on securing a loan or using savings.
Set up your financial systems
Plan to have enough working capital to cover your first six months of operation. This is typically between $4,000 and $7,000 to pay for rent, supplies, and marketing before you build a full client list. This buffer ensures you can operate without financial stress.
Once your LLC and EIN are approved, open a dedicated business checking account. Using your personal account for business transactions complicates bookkeeping and can remove the liability protection your LLC provides. Keep all business income and expenses separate from day one.
Here are 3 immediate steps to take:
- Research SBA Microloan lenders in your area and review their application requirements.
- Open a separate business checking account using your EIN.
- Calculate your working capital needs to cover your first six months of expenses.
Step 7: Hire your team and set up operations
Build your team
Your first hire will likely be another Lash Artist. They must hold a valid state esthetician or cosmetologist license. You can verify their license status directly on your state's Board of Cosmetology website. This is a non-negotiable legal requirement.
For compensation, a commission split is standard. Artists typically earn 40-60% of the service price. If you prefer an hourly model, a rate of $15-$25 plus tips is competitive. Some owners run into trouble by hiring unlicensed artists to cut costs, which exposes the business to huge liability.
Streamline your daily operations
With a team in place, you need a system for booking. Platforms like GlossGenius or Vagaro manage appointments, send reminders, and process deposits. This automates your front desk and reduces no-shows, letting your artists focus on clients.
As a benchmark, each full-time artist should generate between $60,000 and $90,000 in annual revenue. This figure helps you forecast profitability and decide when to hire again. Ensure every team member follows the same client procedures, from consultation to checkout.
Here are 3 immediate steps to take:
- Verify the license of any potential hire on your state's Board of Cosmetology website.
- Draft a sample employment agreement with a 50% commission structure.
- Start a free trial with a booking software like GlossGenius or Vagaro to test its features.
Step 8: Market your business and get clients
Build your digital storefront
Your Instagram profile is your primary portfolio. Focus on high-quality before-and-after photos and video Reels. Use specific local hashtags, like #[yourcity]lashes, not just generic ones. Many artists get their first 20 clients from Instagram alone by consistently posting their work.
Some new artists post blurry photos or use generic hashtags, which fails to attract local clients. Make sure your lighting is good and your captions mention your location or service area. This simple step makes a significant difference.
Create local connections
You can also partner with businesses that serve a similar clientele, such as hair salons, nail studios, or bridal boutiques. Offer a 10-15% referral commission for each booked client they send your way. This is a low-cost way to build a steady stream of qualified leads.
As you grow, track your Customer Acquisition Cost (CAC). Divide your monthly marketing spend by the number of new clients you acquire. A good initial target is a CAC below $50. Once you hit this with organic methods, you might explore paid ads on platforms like Instagram or Facebook.
Here are 3 immediate steps to take:
- Create a list of 10 local hashtags to use on your Instagram posts.
- Draft an email to send to three local salons proposing a referral partnership.
- Set up a simple spreadsheet to track your monthly marketing expenses and new clients.
Step 9: Set your pricing strategy
Your prices must cover your costs and reflect your skill. A good rule is to keep your supply cost per service between 5-10% of the final price. If your adhesive, lashes, and pads cost $10 for a full set, your service price should be at least $100.
Define your pricing tiers
With your costs calculated, research your local market again. Look at the service menus of five other lash artists in your area. Note their prices for classic, hybrid, and volume sets. This will give you a pricing spectrum for your own services.
You can then create a tiered menu. For example, you might set your prices as follows:
- Classic Full Set: $120
- Hybrid Full Set: $160
- Volume Full Set: $200
- 2-Week Fill: $65
- 3-Week Fill: $80
A mistake many new artists make is pricing too low to attract clients. This often attracts customers who are not loyal and can make it difficult to raise your prices later. Your price is a reflection of your quality, so set it with confidence.
Here are 3 immediate steps to take:
- Calculate your total supply cost for a single classic full set.
- Create a spreadsheet comparing the full set and fill prices of three local competitors.
- Draft your own service menu with tiered pricing for full sets and fills.
Step 10: Maintain quality and scale your business
Establish your quality benchmarks
To grow, you must first define what a quality service looks like. A key metric is lash retention. Your clients should retain at least 40% of their extensions by their three-week fill appointment. Track this to ensure your technique and products are effective.
You should also monitor client satisfaction. Aim for a 4.8-star average or higher on your review platforms. Many artists get busy and let their standards slip, which leads to poor reviews and lost clients. Use feedback to make immediate improvements.
Know when to grow
With your quality benchmarks in place, you can plan for expansion. Once you are consistently booked at 80% capacity for two to three months, it is time to hire another artist. This ensures you have enough demand to support a new team member.
Do not expand your physical space until you have at least one other busy artist. Use booking software like GlossGenius or Vagaro to track your team's capacity. When your whole studio is at 75% capacity, you can start to look for a larger location.
Here are 3 immediate steps to take:
- Track the lash retention of your next 10 clients at their fill appointments.
- Set up an automated email or text to request client feedback after every service.
- Calculate your booking percentage for the last two months to see if you are near the 80% capacity mark.
You now have a clear path to launch your lash business. Success in this field comes down to consistent, high-quality work that keeps clients coming back. With this plan, you are ready to start building your reputation one appointment at a time.
And when it comes to getting paid, keep it simple. JIM turns your phone into a card reader, so you can accept payments anywhere for a flat 1.99% fee without extra hardware. Download JIM and you are set for your first client.
