When striving to grow a client base for a lash and brow business, it’s important to remember that social media platforms may be one of the most effective tools at your disposal. The ability to instantly connect individuals no matter their location makes these networks particularly useful for keeping in touch with customers even when they’re out of the lash or brow chair. “Social media has impacted my business by allowing people around the world to be able to fi nd me,” says Clementina Richardson, founder of Envious Lashes (multiple locations). “I am able to showcase my work along with educating my followers.” Joey Healy, founder of Joey Healy Eyebrow Studio (New York City), says that he also uses platforms such as Instagram to educate and engage with clients. According to Healy, this has been especially useful during the COVID-19 pandemic. “We were closed for four months,” says Healy. “The revenue dried right up from the services. However, we were able to do brow tutorials on Instagram that would help to sell our products. I also got to answer the questions of the clients in the comment section and through DMs.” Furthermore, Jimena Garcia, Chanel brow artist, emphasized that lash and brow specialists can even use social media to educate themselves on trends and techniques from not only the U.S. but also from countries all over the world. “I use it to recognize and better understand global beauty practices,” says Garcia. “Social media has removed geographical barriers, which has created more opportunities to learn and engage with new people, customs, and cultures in a casual, easy, and lighthearted way that we otherwise would not have come into contact with. That’s special—and uniquely so for me—because it has been so expansive for what I do, and I’m grateful for this organic process that’s taken root.”
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