Issue link: https://www.ascpskindeepdigital.com/i/884148
www.ascpskincare.com 47 NaturaLash An interview with Phyllis Baker, founder of NaturaLash 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 fi nd out what this "new" technique was and how it was done, and another year to fi nd, 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 di erent 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 off er 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 aff ordable. The availability and success of our online training is refl ected in the class reviews and feedback. It is not a fl ashy production; it is serious education that comes from years of experience. The quality of our products, and personal support we off er to our customers, is unmatched. Q: Why should estheticians o er NaturaLash extensions? A: Eyelash extensions are very addicting. It is a service that requires maintenance on an ongoing basis. The natural or glamorous look FOLLOW THE LEADERS ascp skin deep special advertising section of long, dark eyelashes is the main attraction, but the timesaving factor of not having to apply or remove mascara is a huge benefi t. A talented, personable, and informed eyelash technician can build a loyal clientele that returns every two weeks for refi lls. 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 off ering products to increase add-on services. We're also developing a new line of magnetic eyelashes for those who cannot benefi t 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. In this case, the resource was my son, Brett, whose entrepreneurship and hard work took NaturaLash to the next level—so he can tell you what it takes. Brett: Being the fi rst in any industry requires some courage to do what you think is right, no matter what the competition or critics say. When we fi rst started off ering two-day classes, online certifi cation, and even American-made, medical- grade 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 fi nd success. Just don't give up! sponsored by A talented, personable, and informed eyelash technician can build a loyal clientele.