One to watch: Elena Asher, founder of LashMakers


Elena Asher has moved a lot in her younger life. She was born in Siberia and spent most of her formative years in Israel, where her parents moved when she was 13. She was just 21 when she arrived in the United States and spoke hardly any English and had very little money. Now, 15 years later, she considers herself a product of the American Dream. “I can do everything here,” she says. And she has. With her company, LashMakers, where she trains and empowers the very highest quality eyelash technicians, Asher has become one of the most well-known educators in this sector of the beauty industry. She has her own product line, seminars and an army of graduate technicians going out into the world trained to the most exacting standards.

Asher’s company, headquartered in Miami, started in her living room when the false lashes and lash extensions trend was still new. She curated the best products from around the world to sell to her eyelash professionals, while teaching the perfection of eyelash application. “Today we hold classes, we are a certified academy and we have a pro shop. We are the only store in all of Florida that sells the entire line of eyelash extensions – 118 products to be exact.” she excited. “We’re a Disneyland for eyelash artists.”

But what she is most proud of is that her school is as much about the art of applying eyelashes as it is about educating women to become successful businessmen. One of her courses is titled Lash Money Series which is aimed at empowering eyelash technicians as businessmen.

“We’re about promoting financial independence for women through the eyelash industry,” she explains. “We teach our students how to actually make money and understand the business and financial aspects of the beauty industry, of which the eyelash industry is a $1.4 billion segment. There are so many women in my industry who are entering this world and becoming millionaires and also businessmen are on another level.”

So what makes exceptional lashes and what can consumers do to get them? Asher shares her insights below:

How do you define exceptional eyelash work?

It’s all about the details. Gluing an eyelash to an eyelash, yes of course, many people can do this. Unfortunately, it’s not nearly enough. To create a natural shape that runs perfectly along the lash line; it is very technical work. What is needed is a lot of patience and a lot of practice, because it is very tedious and detailed work. So as a consumer you have to pay attention to eyelashes that do not stick together and that last a very long time.

What is very long wearing when it comes to eyelashes?

A good eyelash set only falls off with natural eyelash loss. This means that when your natural lashes fall off, the false lashes should fall out together. This is also a good indication of how good and detailed your eyelash technician is.

What can consumers do at home for healthy eyelashes?

To maintain healthy lashes at home, it’s essential to remove mascara at the end of the day, keep lashes moisturized, generally avoid rubbing the eyes, and use eyelash serums as part of a self-care regimen.

What is your company motto?

Do business with discipline and love. Discipline will keep you learning and growing, love will make you work purposefully.

Interested in LashMakers pro tools for eyelashes? Here are some of the best products from the lash leader below, and just click on the image to be redirected to the LashMakers website:



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