Not Making Money as a Lash Artist

You've honed your skills, perfected your technique, and invested in the best products to ensure your clients leave with stunning lashes that turn heads. Yet, despite your dedication, you might find yourself asking...

"Why Am I Not Making Money as a Lash Artist?"

It's a question that can leave you feeling frustrated and disheartened, especially when you know the value of the service you provide.

In this blog, we'll dive into the common reasons behind this dilemma and explore actionable strategies to help you turn things around. Whether it's tweaking your business model, enhancing your marketing efforts, or simply adjusting your expenses, there are steps you can take to ensure that your passion for lashes not only brings satisfaction but also a steady stream of income. Let's ensure that your hard work is justly rewarded and your lash business is an actual business generating you an income.

Unnecessary Spending on Single-Use Items

There could be several reasons why you feel you’re not making money from your business, but one common issue is unnecessary spending, particularly on single-use items.

One of the most overlooked areas where expenses can spiral out of control is the over-reliance on single-use items. It might seem more convenient or hygienic to use disposable tools, brushes, and applicators for every client, but these costs add up quickly. Over time, they can significantly eat into your profits, leaving you wondering where all your earnings have gone. While some single-use items are a necessity, some you can easily save on by choosing an alternative:

Use washable, reusable bed covers you can quickly wipe down in between each client with a disinfectant wipe, instead of disposable paper rolls.
Cut your tape in half, into smaller pieces to use over bottom eyelashes and to maneuver clients eyelids.
Instead of using disposable paper over your lash pillow for each client, try a towel. Use a fresh towel for each client and be sure to have enough towels in your studio to get you through your clients on a busy day. Wash your towels as needed.
Try reusable glass adhesive tiles. These tiles can be soaked in acetone to remove adhesive then disinfected by spraying with alcohol. Once the alcohol is dry, store your tiles for future appointments.
Reusable under-eye pads are available that can be cleaned and stored for future appointments. Although sometimes these pads don’t always have the best grip, they can be useful for appointments such as lash lifts when you only need to keep the bottom lashes down for a shorter period of time.
Use reusable nitrile or latex gloves that can be sanitized properly if local regulations and hygiene standards permit. Alternatively, purchase disposable gloves in bulk for cost savings.

Pricing Services Incorrectly

Many artists undercharge for their work to attract more clients or because they are unsure of their worth. However, this approach can backfire. Underpricing devalues your work and makes it difficult to cover your costs while still earning a decent profit. A low price may also attract a clientele you don’t want, the kind always looking for “the next best deal”. While scaring off clients you actually want, who may be wondering “why is it so cheap?”. Price your services to reflect the quality of your work and cover all your business expenses, including the cost of products, rent, utilities, and your time. Conduct market research to understand what other lash artists in your area are charging, and ensure your prices are competitive yet sustainable. Know your worth while being fair and realistic!

Lack of Marketing and Lash Client Retention Strategies

A lack of effective marketing and client retention strategies can be a major barrier to profitability. You're missing out on potential revenue if you’re not actively promoting your services and nurturing your existing client relationships. Here are marketing ideas you could use for your lash business:

Leverage Social Media

Showcase Your Work: Regularly post high-quality reels and images of your lash work on platforms like Instagram and Facebook.
Engage with Followers: Respond to comments, answer questions, and interact with your audience to build a community.
Utilize Instagram Stories and Reels: Share behind-the-scenes content, client testimonials, or quick tips on lash care.
Hashtag Strategy: Use relevant hashtags to increase the visibility of your posts and reach potential clients searching for lash services.

Referral Program

Incentivize Referrals: Offer discounts to clients who refer new customers to you.
Client Cards: Provide referral cards that clients can hand out to friends or family.

Google My Business Optimization

Claim and Optimize Your Listing: Ensure your Google My Business profile is complete with accurate contact information, service details, and high-quality photos.
Collect Reviews: Encourage satisfied clients to leave positive reviews. A strong rating on Google can significantly impact your visibility and credibility.
Post Regular Updates: Use the post feature to share promotions, new services, or business updates.

Email Marketing

Build an Email List: Collect email addresses from clients during appointments or through your website.
Send Regular Newsletters: Share updates, promotions, and lash care tips with your subscribers.
Personalized Offers: Segment your email list and send personalized offers based on clients’ preferences or service history.

Run Targeted Ads

Social Media Ads: Use Facebook and Instagram ads to target potential clients in your area. Customize your ads based on demographics, interests, and behaviors to reach your ideal clientele.
Google Ads: Consider running Google Ads for local searches like “lash extensions near me” to attract clients actively searching for services.

Seasonal and Holiday Promotions

Holiday Specials: Offer discounts or special packages during holidays (e.g., Valentine's Day, Christmas).
Seasonal Themes: Create seasonal promotions or themes (e.g., summer lash specials) to attract clients looking for a new look.

Loyalty Programs

Reward Returning Clients: Implement a loyalty program where clients earn points for each visit, which can be redeemed for discounts.
Exclusive Offers: Provide exclusive offers or early access to new services for loyal clients.

Partner with Other Local Businesses

Cross-Promotion: Collaborate with nearby salons, spas, or boutiques to cross-promote each other’s services.
Package Deals: Create joint packages with complementary businesses, such as a brow and lash extension package.
Network with Other Professionals: Build referral relationships with hairstylists, makeup artists, and estheticians who can refer their clients to you for lash services.

Content Marketing

Blogging: Write blog posts on your website about lash care tips, industry trends, or FAQs. This can improve your website’s SEO and attract clients searching for information.
Video Tutorials: Create short video tutorials or tips on lash care to share on your website, YouTube, or social media.

Client Testimonials and Reviews

Showcase Testimonials: Feature positive client testimonials on your website, social media, and in your studio.
Video Testimonials: Share video testimonials from happy clients on your social media platforms.

By implementing these marketing strategies, you can effectively grow your lash business, attract new clients, and retain your existing clientele.

Overhead Costs Eating Into Lash Business Profits

Running a lash business comes with various overhead costs, including rent, utilities, and product supplies. These costs can quickly eat into your profits if they aren't carefully managed. It’s crucial you know exactly how much it costs you for each service you provide, this will also help you determine if you’re charging an appropriate price for the service.

Take a close look at your monthly expenses and identify areas where you can cut costs without compromising the quality of your services. For instance, look into purchasing in bulk, with a subscription, creating a salon account for your business, etc - with your favorite lash brand to help keep product costs down without leaving your favorite brand.

Turning your passion for your art into a profitable business requires more than just mastering your craft—it demands a strategic approach to managing your finances, time, and client relationships. By identifying and addressing common pitfalls like unnecessary spending on single-use items, underpricing your services, high overhead costs, and lack of effective marketing, you can create a thriving and profitable lash business. Remember, the key to success lies in balancing your creative skills, customer relations, and intelligent business decisions that maximize your earnings while delivering exceptional value to your clients. With the right strategies, you can sustain and grow your lash business into a successful and rewarding venture!

Click here to find our work sheet 'Understanding Your Current Financial Situation' and start digging into your insights (page 6).

Building a successful lash business takes more than creativity—it requires strategy. By addressing common challenges like pricing, marketing, and overhead costs, you can boost your profits and thrive in this competitive industry. But don't stop here! Expand your knowledge with our other insightful blogs, such as Gain Clients as a Lash Artist: Your First Impression. Let’s elevate your artistry and business together!

Why You Might Not Be Making Money as a Lash Artist