A testament to the growing demand for longer and lusher lashes worldwide, NovaLash opened its first studio in Hong Kong. Located in the Loop building at 33 Wellington Street in Central, the new venue offers a variety of lash extension services performed by certified and trained stylists, who tailor the NovaLash signature look according to each individual client’s eye shape, facial structure, and lifestyle. The studio uses only its own branded physician-developed, medical-grade lash extension adhesives and products. “I am thrilled for Hong Kong consumers to experience the NovaLash guarantee: long-lasting, beautiful lashes applied with the utmost safety, all set in a tranquil, upscale environment,” says Sophy Merszei, NovaLash CEO. “Our Signature Studios set industry standards and raise consumer expectations for eyelash extension services, and with the opening of our newest studio we will continue to reach new consumers in Hong Kong and beyond.” The location is the second for Novalash; the first opened in Bangkok in 2011.