Issue link: https://www.ascpskindeepdigital.com/i/1347398
associated-professionals.com 9 patent no. 1831801 to Marjorie Birk for a technique of securing a "single fiber to a single natural eyelash." Unfortunately, Birk's idea was a commercial failure, perhaps because she did not have access to those with the proper skills in chemistry and engineering. A second stage of development occurred in South Korea in the 1990s. But those Korean extensions did not look very good and were not durable. The third stage of development also began in the United States. In the early 2000s, an education and distribution network began to develop. Consumer acceptance began to grow, and demand for longer, thicker, and more dramatic styles was born. So, this new branch of cosmetics grew in response to two pressures: top- down (from professionals) and bottom-up (from consumers). After the arduous beginnings, momentum eventually created a surprisingly rapid ascent into the present genuine craze. According to Women's Wear Daily, not only were lash services growing even during the economic crash of 2008, they were the only segment of the beauty industry that experienced growth. It was—and still is—exponential growth. The US innovators of this third stage of extensions created the world's first supply network and educational program. Over the years, they reinvested their profits into medical research, worldwide education, and in lobbying for legislation that established health and safety regulations. They authored textbooks and training manuals. This former "fringe" service now has distributors around the world. The US innovators avoided the technical and safety complications that killed Birk's original concept. Likewise, they avoided the safety and efficacy failures hampering the Asian model. The third time was the charm—the industry now stands on its own and grows larger every year. SUSTAINABLE STAPLE? But how long can this growth be sustained? Is this just a passing trend? Probably not, because eyelash extensions have become a replacement for mascara, the one beauty product most women say they would choose to bring if stranded on a desert island. Darkened, thickened eyelashes have been popular throughout the ages. Styles can always be expected to change, and a more natural look is requested as often as the full, glamorous look. But since consumers want services that will reduce the amount of time they need to get ready in the morning, lash extensions meet a very specific need. Also, mascara tends to be the most time-consuming part of a daily beauty routine— it causes eyelashes to stick to each other and clump, and can leave a few black specks on the eyelids or cheeks that need to be cleaned up. The combing, curling, and applying multiple coats it takes to get a professional look adds even more time. Eyelash extensions are now a firmly established pillar of the larger cosmetics world. Specializing in high-quality extensions can become a very profitable career choice. Many people now want to make a career in lashes only, with no interest in studying to be a hairstylist or esthetician; however, in most states, a cosmetology or esthetics license is required to take an eyelash extension class. Client loyalty to a lash expert is remarkably strong. A good stylist can end up being "stalked" by their lash-junkie clients, who beg to be squeezed in at all hours of the day. l ash out