NaturaLash was recently featured in the October 2017 issue of SkinDeep Magazine.
Follow the Leader - by NaturaLash Founder, Phyl Baker
Q: How did NaturaLash
come to be?
A: When I was in high school and discovered makeup (circa 1967—yikes!), mascara was my must-have staple. My eyelashes are short, so mascara had to be layered on to make an impact, which resulted in raccoon eyes. I learned how to apply strip lashes quite skillfully, but sometimes the strip came off on one end or fell off completely if any moisture touched it. I toyed with the idea of gluing hairs to my own lashes for length and thickness, not realizing that eyelash extensions were actually available before my brilliant idea. (Eyelash extensions have been available since the 1920s.) Fast forward to 2002: Another esthetician mentioned that eyelash extensions were becoming popular, and that grabbed my attention. It took a year of research and traveling to find out what this “new” technique was and how it was done, and another year to find, test, and source products and develop a technique. Through trial and error, I built a clientele for eyelash extensions. Soon word
spread and technicians started contacting me about learning the skill, even those who had prior training in extensions. As people called to request info or help, including owners of other lash-training companies, I began doing private training for professionals from across the United States and abroad. The business was born.
Q: What makes NaturaLash different from other extension brands?
A: The amount of trial and error I did to hone this technique has given us the ability to teach, assist, and troubleshoot problems for new and existing technicians. The products we offer are of the highest quality—but not the highest cost. I realize it requires an investment of time and money, along with arduous work and dedication, to build a practice, so we keep our pricing fair and affordable. The availability and success of our online training is reflected in the class reviews and feedback. It is not a flashy production; it is serious education that comes from years of experience. The quality of our products and personal support we offer to our customers is unmatched.
Q: Why should estheticians offer NaturaLash extensions?
A: Eyelash extensions are very addicting. It is a service that requires maintenance on an ongoing basis. The natural or glamorous look of long, dark eyelashes is the main attraction, but the timesaving factor of not having to apply or remove mascara is a huge benefit. A talented, personable, and informed eyelash technician can build a loyal clientele who return every two weeks for refills. It can be a very lucrative and dependable source of income. I can't express enough the importance of perfecting your skills and building a reputation that will keep repeat customers.
Q: What's next for NaturaLash?
A: Stay tuned! Since eyelash technicians have a built-in clientele, we will be offering products to increase add-on services.
We're also developing a new line of magnetic eyelashes for those of you who cannot benefit from eyelash extensions.
Q: What makes a great business leader?
A: I am the “idea person” with an entrepreneurial spirit, not a business leader. I learned as a registered nurse that if you
don't know the correct answer, method, or procedure, there are resources available to help. Being the first in any industry requires some courage to do what you think is right, no matter what the competition or critics say. When we first started offering two-day classes, online certification, and even American-made, medicalgrade adhesives, people questioned us—but now it's the standard. Stick to your core values and work hard at them every day, and you will find success. Just don't give up!
