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10 Strategies to Build Your Lash Clientele

Updated: May 7

As a valued member of the National Association of Lash Artists (NALA), you already know

how much artistry is involved in making eyes shine every day. Yet, even with your

expertise, attracting and retaining clients in the competitive beauty industry requires

clever strategies and plenty of business savvy.

To help you thrive in this bustling field, we worked with GlossGenius to tailor some

proven strategies specifically for NALA members, ensuring you stay a cut above the rest.

Here’s a comprehensive guide to help you expand your clientele and solidify your

reputation as a top lash tech.

Gloss Genius booking site for lash artists

Brand Yourself Distinctly in the Lash World

Your brand isn't just your business name; it’s your promise to your clients. As a lash tech, you can distinguish yourself by taking these steps to solidify your brand.

Create a Unique Selling Proposition (USP): What makes you the go-to lash expert? Is it your technique, exclusive products, or perhaps a unique styling method? Emphasize these in your marketing!

Craft a Visual Identity: Develop a logo and choose brand colors that reflect your professional identity. Even on a budget, tools like Canva can help create a look that resonates with your clientele.

Establish a Strong Social Media Presence: Your digital footprint on platforms like Instagram, Facebook, and TikTok is crucial. Be active, engage regularly with your audience, and showcase your work creatively.

Launch a Booking Website: Utilize GlossGenius to offer 24/7 booking, enhancing convenience for your clients and freeing you up to focus on services.

Gloss Genius service page for lash artists

Implement Strategic Growth Programs

Don’t be afraid to get creative with how you build your client roster. These strategies will help your book of business grow by leaps and bounds

Implement a Referral Program: Encourage your current clients to refer friends by offering them and their referrals a discount or gift.

Invest in Online Advertising: Utilize targeted ads on platforms like Google to reach potential local clients actively searching for lash services.

Cross-Promote: Collaborate with nearby businesses that complement your lash services, such as hair salons or wellness centers, to broaden your client base.

Engage Through Email and SMS Marketing: Keep your clients informed and interested with updates, promotions, and useful tips for lash care.

Focus on Fundamentals

Your book of business will only be as strong as the service you provide to clients. Going above and beyond for customers will keep them coming back — here’s now!

Deliver Exceptional Client Experiences: From the comfort of your salon to the quality of your interactions, always be sure to make every client feel valued.

Invest in Professional Development: Keep your skills sharp and knowledge up-to-date. Clients will trust you more if they see you're committed to staying ahead in your field.

Gloss Genius business software for lash artists

Exclusive Offer for NALA Members

As a special incentive, NALA members receive an exclusive offer to get started with GlossGenius. Join NALA today and enjoy the added benefits of a streamlined booking process and elevated business management. Learn more about GlossGenius here.


Building a successful lash business takes time, dedication, and strategic action. By leveraging your NALA membership benefits and embracing these growth strategies, you're setting yourself up for a flourishing career. Remember, it’s not just about attracting new clients, but creating an unforgettable experience that keeps them coming back!


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