Why So Many Lash Techs Struggle With Their Businesses

The truth about building a lash business that lasts — and what to do if your lash training skipped the most important step.

You’ve finally finished your lash course. You’re excited, certified, and ready to start taking clients — but now what? If you’re googling “how to market my lash business,” you’ve already been let down by your course. Because that question should have been answered before you graduated.

Too many lash courses focus only on lash application. They skip the business foundations — branding, client attraction, pricing, retention, and marketing. As a result, new lash artists step out into the world confident with tweezers, but completely unsure how to build a business. You’ve invested time, money, and passion into your education, yet you’re left asking the same question every beginner lash tech feels: How do I get clients?

The problem isn’t you — it’s the system. The industry has created a gap between artistry and entrepreneurship, leaving talented lash artists without the business knowledge they need to succeed.

So let’s fix that.

Step One: Define Your Brand and Ideal Client
Before you post on social media or print business cards, get clear on who you are and who you’re for. Your brand is more than your logo or colours — it’s the feeling you create. Are you the luxe lash studio offering a premium experience? Or the approachable, relaxed artist who makes everyone feel at home? Once you know who you serve, you’ll know how to speak to them, and that clarity becomes your most powerful marketing tool.

Step Two: Set Up Your Google Business Profile
If you don’t have a following yet, don’t stress. Your first clients will often find you through Google Maps, not Instagram. Set up your profile, add professional photos, and update it weekly with new sets, reviews, and posts. Local visibility is everything — when someone searches “lash course Melbourne” or “lash extensions near me,” you want to be there.

Step Three: Build Word-of-Mouth Before Worrying About Followers
Start small and genuine. Offer discounted model sets for friends and family in exchange for reviews and before-and-after photos. Run referral offers such as “Bring a friend and you both save $20.” Every happy client becomes free marketing. You don’t need a huge audience — you just need consistent experiences that get people talking.

Step Four: Focus on Education, Not Perfection
You’re still learning. Don’t let comparison stop you from showing your work. Every post, every client, every photo is part of your growth. The lash industry rewards visibility — and visibility starts with progress, not perfection.

At Dear Lash Babe, we believe education should be complete — artistry and entrepreneurship. Because knowing how to apply lashes means nothing if you don’t know how to fill your books, build your reputation, and sustain your income long-term. Our Lash Artistry Academy™ was designed to close that gap — teaching lash artists across Australia not just how to create flawless sets, but how to launch real, profitable businesses that last.

If you’ve been left with a certificate but no direction, don’t let that define your journey. You deserve more than just technical skills — you deserve a foundation that sets you free.

Ready to build a lash business that actually works?
Join The Lash Artistry Academy™ today and learn the skills your last course forgot to teach.

🤎 Learn how to market, grow, and lead — not just lash.

If you’re ready to take your next step into marketing and business growth, explore these two tools designed to help lash artists build momentum and confidence:

Each one is crafted to help you move from “I don’t know where to start” to confidently growing your lash business with strategy and purpose.

Ready to enrol? Start with our Online Lash Course — Australia’s trusted online lash training program for ambitious artists ready to grow.

🤎 Learn how to market, grow, and lead — not just lash.

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