The world of beauty is one that is led by artists who showcase natural beauty in others; the world of lashes and beauty is truly a world of art and design. It takes the skill of artistry to create different ground breaking lash looks or a unique style to work and look good on different people. Elena Meluk is that artist, and she is pushing the boundaries of the eyelash business.
“I got into the lash business because I got obsessed with the concept after getting it done on myself. Lash extensions literally will make anyone more beautiful instantly and the convenience of it is just unbelievable, you just wake up flawless everyday,” Elena explains.
What makes her business unlike any other is that each person in the beauty industry has their own unique style. This helps them grow and separate themselves from the rest of the crowd. In Elena’s case, she works hard to ensure that her clients receive the best work and she always makes sure that she is neat and clean when working.
“I think any business that is art oriented is unique as we all have our style and the way of working but I do hold pride in the standards of our work, my priority was always the highest level of absolutely everything I do – clean, neat work using the most advanced techniques and implacable customer management (as we build their touch up schedules depending on natural lashes type/thickness to insure they look good at all times, even the day before their touch up),” Elena states.
Despite now being successful in the industry, Elena’s path to success was not always easy. Like many other businesses, the lash business is derived from trust between the customer and the business. This is something that takes a lot of time to build and can be taken away in one second if something goes wrong. She began her business simply by offering lash services. After a couple of months of working hard and giving people their best lash look, she started receiving requests to teach and give lessons about how to work in the lash industry and be as good at it as she is.
“I started offering lash services eight years ago, about three years into lashing people started reaching out asking for training. I started teaching private classes, then small groups, today Lash Makers certifies over 400 students yearly teaching lash art and business programs. The most difficult part of building the brand in the eyelash industry is the fact that you must earn people’s trust as an artist and respect for your work, which will require a lot of time and effort that will go into actual practicing when learning how to do lash extensions. Perfection is what they will expect and you have to be able to deliver. Once your work shows quality people will listen to what you have to say. It does take a lot of work. A lot of people tend to romanticize their path to success, they are excited about the final goal, the vision they have in their head but the grind part is what people don’t plan on and where most fail because it truly takes everything you got. You have to be committed to the grind just as hard as you are committed to your final goal,” Elena comments.
Her success has made her famous in both the beauty and lash industry and on social media. Her advice for those trying to start their own business and get involved in the entrepreneurial world is to learn from the people around you. In particular, learn from those at the top of the industry.
“Learn from people that have what you want. And that goes for absolutely every single profession in my opinion. Find the biggest and baddest in your field and go see how they do it. Then once you have that precious info – use it, practice it, make it a second nature. Information is useless and not applied and utilized. Work with purpose to keep motivated, reminding yourself why you are here. It is your direct responsibility to be able to take care of yourself financially and nobody can do the work instead of you. Keep dedicated – grind doesn’t work half time, you can’t work really hard 2 days and then relax for a week. Stay consistent and remember – few years of grinding, lifetime of freedom,” Elena advises.
Elena’s business offers all kinds of lash services; not just the normal application of lash extensions. She offers training, supplies, and other lash services.
“Lash Makers offers lash services, training, and lash supplies. What sets us apart from other artists is exactly that – we are artists so we can’t be exactly the same and that’s the beauty of our business. We all have our own way of creating, I personally never felt like I needed to complete, I simply wanted to do the absolute best work I possibly can, for myself. I am proud of what Lash Makers has become mostly because we help people to start new business educating about our art. It changes lives for the better and gives new opportunities, this is priceless,” Elena details.