It’s a brand new chapter for Lashify’s Sahara Lotti, who opens her first retailer in coveted Melrose Place in Los Angeles on Thursday.
Her goal was to make the bodily area, at 860 sq. toes, a pure extension of the model’s present aesthetic. With 604 patents worldwide and an innovator within the luxurious DIY lash class, Lashify noticed gross sales develop from $67 million in 2022 to barely greater than $80 million in 2023.
A take a look at Lashify.
Courtesy of Lashify
“Once I created Lashify, I sat there and really strategically made choices,” Lotti mentioned of launching the California-based firm in 2016. “One was, why does DIY should be tacky? To me, DIY is horny. It’s empowering. It’s the distinction between understanding find out how to converse the language and needing a translator….I needed to create one thing that was empowering, that allowed you to not really feel on the mercy of any individual else, to your personal shallowness and attractiveness, but in addition one thing that was constructed rather well and horny. And I thought of the best way that the packaging feels in your hand, the best way you open it. So, what I needed was the shop to be the precise vibe of that have, which was bougie, high-quality but in addition straightforward to make use of, personable.”
A primary take a look at the Lashify boutique in Los Angeles.
Courtesy of Lashify
The entrance of the store is “a jewel field,” black and smooth with a boudoir-like really feel, whereas the again is the lab — LashifyLabs, to be actual. “Again there may be the place we’re geeking out and mixing formulation,” Lotti mentioned.
She tapped architectural designer and builder Craig Maldonado to deliver her imaginative and prescient to life; that includes shiny, black epoxy flooring, the decor showcases marble-topped show fixtures with bronze panels and cobalt glass particulars. The partitions have crown molding with board and batten paneling.
The design options lights by Tom Dixon.
Courtesy of Lashify
There’s a second-floor mezzanine, with hanging Tom Dixon lights, the place customers are invited to construct their Lashify Management Package. Upstairs may even home a lounge for the model’s VIPs as a part of its membership program, X — a neighborhood of 130,000 customers who obtain particular perks for $150 a 12 months.
“It’s touched so many various kinds of folks,” Lotti mentioned of shoppers. “We’ve obtained a ton of celebrities clearly, however now we have cops, attorneys, dentists, hygienists, girls which can be of their 80s, girls who’re 18.”
But it surely’s additionally deeper, she added. She’s witnessed the ability of lashes, serving to to empower girls managing problems and psychological well being points: “We’ve prospects that have been in large depressions and put these lashes on and abruptly felt fairly once more. Agoraphobics that by no means left their homes, obtained the lashes and left their homes. Women which have trichotillomania [the hair-pulling disorder].”
Flush, Lashify’s first coloration product.
Courtesy of Lashify/Brad Lansill
Whereas unveiling the shop, Lotti can also be introducing her first product exterior lashes: Flush, a buildable cheek blush stick ($32) that’s pH activated and accessible in a single hue. Made in Italy, it’s an homage to the “no-makeup-makeup” look, Lotti mentioned.
And it’s made for everybody, she added: “the darkest, darkest pores and skin tone or the lightest, lightest pores and skin tone.”
Lotti has a lip product coming subsequent, with all items accessible at lashify.com and in-store on the Lashify Melrose Place boutique.
Sahara Lotti
Courtesy of Lashify