Lashify opens first store, expands makeup business with blush products

It’s a new chapter for Lasify’s Sahara Lotti, which opens its first store on Thursday in Los Angeles’ coveted Melrose Place.

Her goal was to make the 860-square-foot physical space a natural extension of the brand’s existing aesthetic. Lashify, an innovator in the luxury DIY lash category with 604 patents worldwide, is expected to grow in sales from $67 million in 2022 to $80 million in 2023. It has increased strongly.

“When I created Rashify, I sat there and made very strategic decisions,” Lotti said of starting the California-based company in 2016. DIY is sexy to me. It’s empowering. It’s different from knowing how to speak a language and needing an interpreter. I wanted to create something that empowered people to not have to rely on others for their own self-esteem and appearance. It was really well made and sexy. And I thought about how the packaging would feel in my hand, how it would feel when I opened it. So what I wanted was a store that recreated the feel of exactly that experience: bougie, high quality, yet easy to use and unique. ”

The front of the store is a “jewelry box” with a black, sophisticated boudoir feel, and the back is the lab, or LashifyLabs to be exact. “Here we are researching and formulating formulas,” Lotti said.

She hired architectural designer and builder Craig Maldonado to bring her vision to life. Featuring a glossy black epoxy floor, this décor showcases marble-topped display fixtures with bronze she-panels and cobalt glass details. The walls have crown molding with board and batten panels.

Tom Dixon lights hang from the second floor mezzanine, where shoppers can assemble Lashify control kits. There will also be a lounge upstairs for the brand’s VIPs, as part of its membership program X, a community of 130,000 shoppers who can enjoy exclusive benefits for $150 a year.

“It touched the hearts of so many different types of people,” Lotti said of Consumers. “Of course there are a lot of famous people, but we also have a police officer, a lawyer, a dentist, a hygienist, a woman in her 80s, and an 18-year-old woman.”

But it’s also profound, she added. She has witnessed the power of eyelashes and empowers women dealing with disease and mental health issues. An agoraphobic who never left the house got eyelashes and left the house.Girls with trichotillomania [the hair-pulling disorder]”

Alongside the store launch, Lottie will also be introducing her first products outside of eyelashes. That’s Flash, a buildable blush stick ($32) that’s pH-activated and available in one hue. The product, made in Italy, is an homage to the “no makeup” look, Lotti said.

And it’s made for everyone with “the darkest, darkest skin tone or the lightest, lightest skin tone,” she added.

Lotti will be launching lip products next, all available on lashify.com and in-store at Lashify Melrose Place boutiques.