Cover Story... Success Secrets of Flawless Lashes by Loreta

Loreta Jasilionyte founded beauty company, Flawless Lashes by Loreta in 2013, after rapidly becoming recognised as one of the leading Master Lash Artists and innovators in the Lash industry.

Seven years on from starting Flawless Lashes, the brand now offers a thriving online retail sector; a worldwide wholesale distribution network; a training Academy (and Academy online); as well as an ever-expanding trainer network operating under the brand umbrella. The multi Award-winning company repeatedly wins awards for its customer service, academy trainings and products. Most recently it received three British Hair and Beauty Award recognitions in the categories of Training Centre of Excellence, Customer Service, and Employer of the Year; while also currently being a finalist in the Pure Beauty Awards nominations for its Intensive Eye mascara.

Here, Loreta details the secrets to the Company’s success.

The first secret to Flawless Lashes’ success is to start with passion.

Passion will always lead the way. There wasn’t a grand plan to have a big beauty business. It simply started with passion for a hobby. That passion provided the diligence to practice and get better and better. That dedication and determination led to Loreta’s skilful eye, and desire to be the best. Loreta used to say to her clients “Prepare to be wowed!” She wouldn’t let any of her clients leave her lash studio until their lashes were styled up to the standard that an A-list celebrity would expect!

If passion is the first secret, the natural one to follow is reputation.

Reputation counts for everything, and clearly went ahead of her, with Loreta becoming in demand for appointments, training and judging competitions, purely by word of mouth. When Loreta first started, her network grew by recommendation and reputation alone. Word of mouth, was the social media of the early 2010s.

The next thing to mention, is to stay open to opportunity.

After completing basic lash training in 2012, Loreta then self-taught in Russian Volume, which is her speciality. With her own unique style and method for brilliant results, Loreta started to get enquiries from lots of trainers wanting to be trained by her. She began travelling to train others in 2013, and has now travelled the World as a respected International trainer and judge for numerous prestigious competitions.

It was in training others, that the natural next step showed itself in creating the Flawless Lashes product range. Every lash tech wanted to work with the best products. While teaching students, Loreta found it very difficult to find consistent, quality products, which led her to create her

own lash range that meant she could bring her exacting standards to a wider audience through products that she truly believed in.

Staying open to opportunity has shown itself again in 2020, with the emergence of Flawless Lashes’ first online Academy trainings: Lash Lift and Brow Lamination. “It started as an experiment,” says Loreta. “We recorded and edited the videos a few weeks before lockdown began in the UK. We could never have known what was going to happen in 2020.” If you had asked her prior to all this, she would have said, “no, certain lash trainings must be done in person. And while I do still stand by that in terms of the very beginnings of your career as a lash artist, I must say, the possibilities of the Internet, have completely changed how and when we are able to learn.” Loreta and her team have been blown away by the response to and uptake of the first two trainings available on The Academy online, and are actively looking to expand the online educational experiences that the brand offers.

You might expect the next secret to talk about continuing to hustle and do more in order to grow, but actually, here Loreta stops, and says that the next step to success is actively building in rest.

“Rest is important,” says the founder. “Don’t sacrifice the important things in your life, for anything. Especially not work. Delegate tasks, and get extra help where necessary, and ensure that you are spending time with the people that are important to you.” The CEO insists that your business will be better for having routine down time and proper business boundaries that promote a good work/life balance.

The remaining secrets to Flawless Lashes’ success as a Company, all lean towards bringing a personal why, ethics and standards to your business.

With any product that Flawless brings to the market, the emphasis is on creating products that will enable her clients to create ‘flawless masterpieces’, and provide the best care to maintain the healthy lashes of their clients. One of the USPs of Loreta’s trainings and product range is that everything is grounded in science, knowledge and lash wellness. “Weighty lashes may look good on a night out, but it’s not worth it, if it damages the lash for the entire lash cycle, or even worse, permanently. At Flawless Lashes, we provide the products, and train students in techniques that produce the desired look, without sacrificing lash health.”

“Our clients tell us that the continuing popularity of the range is because they want to work with award-winning products that they know they can rely on. We always give the best customer support and we provide an affordable, quality product. All of which are important foundation values that enable the Company to deliver excellent result for our clients, in turn allowing them to generate profitable revenue for their businesses.”

Loreta also champions community over competition. “It’s easy to become super competitive in this business, but my motto is to be as helpful as I can to everyone. I hope that everyone finds the success that they are working so hard towards - then it makes all my hard work so worthwhile.” Loreta firmly believes that there is space for everyone in the lashing industry. “More lash techs and businesses, just means that the industry is growing and more in-demand.”

And her advice to new lash artists? When you are just starting out, don’t compare yourself to others. “My business started in an office in my garden, that my husband built. If I were comparing my beginnings to someone else who was more fully established, I’d likely never have got to where I am now, because I would have been busy concentrating on what they were doing, rather than myself. I find that when you compare, you can be prone to trying to copy what someone else is doing, or what you see is working for them. Every business, even within the same industry is unique and what works for one, may not work for another. Rather than trying to be like someone else, I’d always say, focus on being yourself.”

And the last secret? Ask yourself – what’s your mission? For Loreta, it has always been to raise the standard of eyelash extensions so that each student is confident and highly skilled, meaning that each of their clients will enjoy a top-class service. “The training is the top of the pyramid, followed by the products that you are using. The highest standards need to be found there, because even though these are at the top, it’s the customer who is the most important part of it all, and needs to always get the best you have to offer.”

GLOBE www.flawlesslashesbyloreta.com instagram @flawless_lashes_by_loreta