Looking through lashes

With the wearing of face masks now mandatory in Ireland, clients are paying more attention to their eyes, which is good news for the lash treatments market

Now that salons around Ireland have reopened and are adapting to the ‘new normal’, the mandatory wearing of face masks has seen a rise in demand for brow and lash treatments. “It’s all about the eyes since masks became mandatory,” says Thereasa Arcari, owner of The Lash Boutique in Blackrock, Co Dublin. “Since reopening after lockdown, I’ve stopped doing spray tans and make-up to keep up with client demand for lash extensions. A lot of my clients are looking for a more natural look now, so they are opting for hybrid or light volume lashes. Depending on their age, I will customise their lashes to suit not only their natural lashes, but their age also. For example, a younger client they may opt for more length, whereas a more mature client may just want a subtle mascara look to make their eyes ‘pop’.

‘A lot of my clients are looking for a more natural look now, so they are opting for hybrid or light volume lashes’

”I've seen a rise in lash treatments, especially volume lashes, since mask wearing in public has become mandatory,” says Suzanne Corrigan, owner of Ekko Health & Beauty in Wexford. “Our eyes are all people can see now, so brows and lashes are more important than ever. Clients who wear semi-permanent lashes love them; they rebook appointments and prioritise them on their calendars. Up to a few years ago, false lashes were just for nights out, or weekends away. But we now live in a society where our clients want to look their best at all times. They are taking photos and selfi es every day, so even before Covid and masks, I believe social media infl uencers, especially on Instagram, brought about a rise in demand for lash treatments.”

“Our main business now is semipermanent make-up, but our lash extensions offering still makes up about 40% of our intake,” says Elaine McParland, owner of Up To My Eyes in Greystones, Co Wicklow. “We offer clients our own lash creation, which is a mix of Russian and classic lashes that we have named ‘Sinful’. We have an extensive menu for women who have lots of money, but no time; women who have low disposable income, but lots of time; women who are young and looking for something fl irty; and women who are older, and looking for something natural and discreet, yet fl attering.”

Individual consultation

According to Arcari, it’s essential to deal with each client’s lash needs individually. “Every eye shape is different. When I do a consultation, I will assess a client’s natural lashes, and if I feel they need a little help to strengthen up for the look they want, I’ll suggest a course of Revitalash growth serum, which really is amazing. It’s oil-free, which means it can be used while extensions are being worn. After about four weeks of this treatment, you can add a little more volume or even length to your client’s lashes.”

“Every client gets their own individual look in our salon,” says McParland. “A good lash therapist will map out a client’s lashes prior to the application process. A client questionnaire also helps us to identify the needs and desires of our clients. We have been encouraging our clients to purchase Revitalash for a few years now, as it is one of the products on the market that I know actually works. When the client’s lashes have grown, somewhere between two to three months later, we encourage them to get our Dolly Lash treatment, which essentially tints and curls the lashes and lasts about six weeks. This treatment has grown exponentially in our salon over the last few years, and we sell a lot of Revitalash.”

”We customise each set of lashes at Ekko,” says Corrigan. “We create couture lashes to highlight our clients’ natural features, and draw attention to their eyes. Consultation and communication are among the key elements of our business, so fi rst we consult with the client about the look that they want. Then we look at their face shape, eye shape and brow arch to create a bespoke set that enhances their natural beauty. As a therapist, never be afraid to say no to clients, and suggest a different style, when they ask for a set that you know won’t suit them. Always aim to enhance the eyes, and not draw attention to the lashes themselves. We are the professionals, so it’s our job to educate clients and create the most beautiful set of lashes for them.”

“In my business, it’s all about giving the client the most fl attering lashes suitable for their natural ones, along with their lifestyle,” says Arcari. “I follow my own instinct by giving them the right lash treatment, regardless of what’s trending. Some trends may not be suitable for the client, depending on their age. There was a Kim Kardashian look trending on social media recently, which can look stunning on a younger client, but isn’t suitable for the more mature client who may be 65+. As a professional, you have to listen to what your client wants, and then assess their natural lashes to decide what is best suited.”

‘We are the professionals, so it’s our job to educate clients and create the most beautiful set of lashes for them’

Looking ahead

Corrigan has noticed a rise in demand for lash lifts over the past few years. “These can easily be performed at the same time as the increasingly popular brow lamination. Semi-permanent lashes are still our most popular offering; Russian volume or 3D lashes are our biggest sellers as our clientele tend to want volume and length, without looking too over the top. But the 5D and 6D lashes are still very popular in the sector as a whole. “Growth serums are very much in demand also; the ingredients in these products are constantly being improved, and they are becoming more affordable for clients as add-ons for homecare with their lash treatments. Overall, having a lash treatment service keeps us busy at Ekko, and it gives upselling opportunities as we can add on brow treatments, as well as the retail products.”

She predicts that the beauty sector will remain stable over the coming months, with eye treatments boosting business. “Most clients just want to get back to looking and feeling good, and getting back to having their little treats and regular beauty maintenance. And now with mandatory mask-wearing, lashes and brows are going to continue to be big sellers over the next few months. I think it’s a market that is really going to soar. 

“iGens are our youngest clients; they are the fi rst generation to spend their entire adolescence with a smartphone. They are more environmentallyconscious and knowledgeable, and are seeking cleaner, vegan-friendly products and suppliers. They want to look their best 24/7, and lashes and brows are their top priority.”

“As a lash educator, I can see more and more people looking into becoming lash technicians, and more beauty salons looking to offer lash treatments as part of their portfolio,” says Arcari. “I hope that the industry becomes regulated, so we can keep our standards high and give our clients the best lashes.”