Eyelash Extension business plan

Willow & Wink Lash Studio is a solo-operator eyelash extension studio in a rented suite inside a shared salon building in a mid-sized US city. We offer classic, hybrid and volume lash sets and refills by appointment, along with lash lifts and brow shaping.

The owner is a licensed esthetician who completed a certified lash extension training and has two years of experience in a spa. The business starts with 20 appointments in the first month and grows to 75 appointments by month twelve, at an average of $95 per visit, about $7,100 in monthly revenue. Refills every two to three weeks provide recurring demand.

Startup costs are $5,200, funded by $4,000 of owner savings and a $1,200 credit line.

Willow & Wink Lash Studio LLC rents a private 120-square-foot suite with its own sink, door and window. The owner holds a state esthetician license, the suite’s lease is month-to-month at first, and the business carries professional liability insurance and a sales tax registration.

The suite is quiet, with a lash bed, task lighting, a mirror-free design that keeps clients focused on relaxation, and a hygienic setup of disposable tools. Every client completes a patch test and a consent form, and the studio follows sanitation rules from the state board of cosmetology.

Lash extensions are a recurring beauty service; clients return every two to four weeks for fills, which makes revenue predictable. Prices are high enough that a small number of loyal clients can support a solo business. Demand is strongest among clients who want a low-maintenance look for work, events and travel.

The market has many lash artists, and quality varies widely. Clients choose based on photos, reviews, cleanliness and booking convenience. Retention depends on skill and consistency, as clients with a good result often stay with the same artist for years.

Competition includes mobile lash artists, salon-based lash techs, a national lash chain and spa add-on services. Chain studios have name recognition and extended hours but charge more and may rotate technicians. Mobile and home-based artists are cheaper but vary in sanitation and consistency.

Willow & Wink offers a quiet private suite, a consistent artist and a loyalty program of free fills for every tenth visit. Prices are slightly below the chain and above home-based artists, reflecting quality and licensed practice. We post real client results and give clear aftercare instructions.

Instagram and TikTok videos of lash application and before-and-after photos form the core of marketing. We run a $200 monthly local ad campaign for first-time clients with an introductory price on a hybrid set. A Google Business Profile and online booking page capture clients ready to book.

We trade referrals with hair stylists and brow artists in the building and bridal photographers. Each new client is given a card for a friend with a fill discount, and the owner follows up two days after each visit to check on retention. Seasonal promotions target prom, weddings and holidays.

The studio operates four days a week with appointments scheduled in two-hour blocks for sets and one-hour blocks for fills. Online booking software collects deposits, patch-test acknowledgments and intake forms. Clients receive reminders and aftercare instructions by text.

Supplies such as lashes, adhesive, tweezers and primer are bought from two professional suppliers. Adhesive is replaced monthly and stored in a cool place, and tools are sterilized or disposed of after each client. The suite is disinfected between appointments. The owner tracks retention, average ticket and no-show rate monthly.