NovaLash, a global distributor of eyelash extension products, hosted its LASHoff contest on February 26, 2016 at Hotel ZaZa Houston for eyelash stylists. Maribeth Melton, owner of Mariposa Esthetics Spa (Ardmore, OK), received top honors as Lash Artist of the Year. “Maribeth perfectly executed the technique, experience, and safe approach necessary in creating the signature NovaLash eye look,” says CEO Sophy Merszei. “It was clear that her ability and precision set her apart from her competitors. We had incredible talent this year, and while everyone did a fantastic job, there can only be one winner.” Selected by a panel of six judges, Melton along with the three other LASHoff finalists—Liz Lovell, Natalie McCarty, and Celine Tran—were flown to Houston for the awards. In addition to $10,000 in cash, prizes, and travel opportunities with the brand, Melton also received marketing, advertising, and PR support to help her achieve the business goals. She will also prequalify to compete in Lash Wars Las Vegas hosted by the National Eyelash Education Safety Association (NEESA). Merszei created LASHoff six years ago to give lash artists the opportunity to further develop their skills and businesses.