Deka Lash

What Deka Lash does

Deka Lash is a privately held, franchise-based beauty services company operating 130+ studios across the United States and Canada under DL Franchising, LLC. Founded by Jennifer Blair (who opened her first single-bed studio in Pittsburgh in 2010 after lash extension certification, with her husband Mike Blair later joining as co-founder), the company has scaled into the largest North American franchise brand in its category, ranking #1 in Entrepreneur Magazine's Lash & Brow Services category in both 2023 and 2024. The company sits within the Look Good Brands holding company portfolio and has 501–1,000 employees.

The core service platform comprises three pillars: lash extensions (TrueXpress, Classic, Hybrid, TrueVolume, MegaVolume with a Wispy add-on), brow services (Brow Lamination, Tint, Shaping, Total Brows), and facials (Hydrafacial Signature Express/Boost/Boost+, Hydropeptide Radiant Results Facial, Sonic Dermaplaning). Service delivery runs through Mindbody-powered iOS and Android apps with 24/7 booking. Technology differentiators include proprietary Deka-Certified Lash Artist training (Deka U), the TrueXpress fast-application technique, Facecake-powered augmented reality virtual try-on, and proprietary AI-assisted treatment planning deployed in the Deka+ medical aesthetics sub-brand (launched March 2026 in McMurray, PA and Western Springs, IL).

The business model combines franchise fees ($222,800–$476,850 initial investment), ongoing royalties, four-tier monthly membership subscriptions (TrueXpress, Classic, Hybrid, TrueVolume at $585–$1,300 stated annual savings), proprietary product sales via shop.dekalash.com, gift cards, and service revenue captured at the studio level. Customer segments are two-sided: end-consumers (women seeking low-maintenance beauty solutions, time-saving routines, and confidence-boosting aesthetic services) and franchisee entrepreneurs (no prior beauty experience required). The company is currently extending into medical aesthetics (Deka+ injectables and advanced facials under board-certified supervision) and in May 2026 launched the Korean Lash Lift nationally alongside a new Deka Beauty Pass membership program.

Name

Deka Lash

Legal name

DL Franchising, LLC

Website

https://dekalash.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Deka Lash operates 130+ franchise studios across North America delivering eyelash extensions, brow services, and facials, with a new medical aesthetics sub-brand (Deka+) targeting women seeking beauty enhancement and franchisees seeking an established brand. Membership subscriptions and franchise royalties drive recurring revenue.

Ownership category

akta.pro rank

Product category

Eyelash Extension Services

NAICS

Other Personal Care Services (81219)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eyelash Extensions (Classic/Hybrid/Volume) (HSALAIAH)

akta.pro secondary industries

Brow & Lash Correction / Removal Services (PMU Removal/Color Correction) (HSALAIAL), Eyebrow Lamination & Brow Lift Services (HSALAIAE), Medical-Grade / Clinical Facials (Dermatology & Med Spa) (HSALADAN), Eyelash Lift / Lash Perm Services (HSALAIAI)

Keywords

• Eyelash extension services
• Brow and lash studio
• Beauty services franchise
• Medical aesthetics clinics
• Lash membership programs

Headquarters

HQ city

Canonsburg

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Lash Extension Services: One-time service fees for full sets and refills of eyelash extensions in various styles (TrueXpress, Classic, Hybrid, TrueVolume, MegaVolume)
2. Brow Services: One-time service fees for brow lamination, tinting, shaping, and Total Brows services
3. Facial Services: Professional facial treatments including Hydrafacial, Radiant Results Facial, and Sonic Dermaplaning at various price points ($70-$325)
4. Membership Subscriptions: Monthly membership programs (TrueXpress, Classic, Hybrid, TrueVolume) offering discounted refills, 10% off services and products, with stated annual savings of $585-$1,300 depending on tier
5. Product Sales: Proprietary line of cruelty-free lash care products sold in-studio and online through shop.dekalash.com, including cleansers, aftercare essentials, and eye masks
6. Franchise Fees: Initial franchise investment ranging from $222,800 to $476,850, with franchisees paying ongoing fees for the right to operate Deka Lash studios
7. Gift Cards: Gift cards sold for use at participating US studios and online at dekalash.com

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Deka Lash sells eyelash extension services (TrueXpress, Classic, Hybrid, TrueVolume, MegaVolume), lash lift and tint treatments (including Korean Lash Lift), brow services (lamination, tint, shaping, Total Brows), and facials (Hydrafacial Signature tiers, Hydropeptide, Sonic Dermaplaning). Services are delivered through 130+ franchise studios across the US and Canada, supported by monthly memberships, proprietary lash care products sold in-studio and online, and gift cards. The new Deka+ medical aesthetics concept adds injectables, advanced facials, and AI-personalized treatment plans under board-certified supervision.

Product overview

Deka Lash is a franchise-based beauty services company offering lash extensions, brow services, and facials across 130+ studios in North America. The company operates under a unified platform with three primary service categories: Lash Extensions (including TrueXpress, Classic, Hybrid, TrueVolume, and MegaVolume styles with add-on Wispy option), Brow Services (Brow Lamination, Tint, Shaping, Total Brows), and Facials (Hydrafacial treatments, Hydropeptide facials, Dermaplaning). The company has recently expanded into medical aesthetics with Deka+, offering injectables and AI-personalized treatment plans under medical supervision. Membership tiers (TrueXpress, Classic, Hybrid, TrueVolume) provide recurring revenue with monthly service allocations and product discounts. Products include add-on treatments like eye/lip/face masks, proprietary lash care products sold in-studio and online, and gift cards. Services are bookable via MindBody-integrated mobile apps for iOS and Android.

Differentiator

Problem solved

Functional benefit

Brands

• Deka+: Medical aesthetics studio concept offering injectables, advanced facials, and medical-grade skincare under board-certified medical supervision with proprietary AI-assisted treatment planning tools. Initial locations in Pennsylvania and Illinois.

Products and services

• TrueXpress Lash Extensions Proprietary fast-technique lash extension service for a natural, understated look delivered in half the time of traditional extensions; full set 60 minutes, refills 30 minutes. Targeted at clients wanting low-maintenance, mascara-free beauty.
• Classic Lash Extensions Original mascara-esque lash extension look without the mess; adds length and curl with a sleek, clean lash line. Full set 90–120 minutes, refills 60 minutes.
• Hybrid Lash Extensions Blend of TrueVolume and Classic for mascara-like definition with added volume; the medium option combining natural enhancement with fullness. Full set 90–120 minutes.
• TrueVolume Lash Extensions Bold, dramatic lash extension look that remains soft and customizable; fuller volume than Hybrid. Full set 90–120 minutes, refills 60 minutes.
• MegaVolume Lash Extensions Maximum volume, darkness, and density lash extensions with over double the lashes of TrueVolume, yet still light. Full set 120 minutes.
• Lash Lift Semi-permanent treatment boosting natural lashes from the root, giving a curled and lengthened appearance lasting 6–8 weeks via gentle perming solution and silicone shield technique. Service time 45–60 minutes.
• Lash Tint Semi-permanent darkening application for natural lashes creating a defined, subtle mascara effect lasting 6–8 weeks, enhancing eye color and providing fuller-looking lashes. Service time 15–30 minutes.
• Korean Lash Lift Innovative lash lift technique utilizing full flex of the lash to create an elongated, wide-eyed look; ideal for shorter or straight lashes and maximizes visible length for 6–8 weeks. Service time 60 minutes.
• Brow Lamination Semi-permanent brow lift that smooths and shapes natural brows into a fuller, more defined, and perfectly styled look using a gentle perming solution. Lasts up to 6–8 weeks. Service time 30 minutes.
• Brow Tint Semi-permanent brow tint that enhances brows for a fuller, darker, and more polished look. Service time 15–30 minutes.
• Brow Shaping Professional brow shaping service that gently removes unwanted hair and peach fuzz using natural sugaring ingredients. Service time 15 minutes per area.
• Total Brows Complete brow service including 11-point brow mapping, shaping, tint that colors both hair and skin for a bold result, and makeup application using the Total Brow Makeup Kit. Service time 30 minutes.
• Hydrafacial Signature Express Deep cleanse, peel, extract, and hydrate treatment using super serums filled with antioxidants, peptides, and hyaluronic acid. Service time 30 minutes, $199.
• Hydrafacial Signature Boost Invigorating treatment including all Hydrafacial essentials plus specialized boosters and light therapy for specific skin concerns. Service time 60 minutes, $265.
• Hydrafacial Signature Boost+ Ultimate Hydrafacial experience with lymphatic drainage detoxification, specialized boosters, and light therapy. Service time 60 minutes, $325.
• Hydropeptide Radiant Results Facial Express treatment with targeted extraction to clear congestion and refine uneven texture, paired with a custom mask to smooth, brighten, and revitalize skin without irritation. Service time 30 minutes, $70.
• Sonic Dermaplaning Express Facial Revitalizing treatment combining Hydropeptide products with sonic dermaplaning for gentle exfoliation, improved texture, tone, and radiant glow.
• Deka+ Medical Aesthetics Studio Concept Medical aesthetics studio concept offering injectables (Botox, dermal fillers), advanced facials, and medical-grade skincare under board-certified medical supervision. Features proprietary AI-personalized treatment plans so care is not generic.
• Gift Cards Gift cards for Deka Lash services available for purchase at participating US studios and online at dekalash.com; cannot be used toward membership purchases and are non-transferable and non-refundable.
• Deka Lash Proprietary Lash Care Product Line Proprietary cruelty-free lash care product line sold in-studio and online through shop.dekalash.com, including lash cleansers, aftercare essentials, makeup removers, and eye masks to support lash retention and under-eye skin.

Quantifiable outcome

• Members save $585-$1,300 per year depending on membership tier
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature4 records

Partnerships

One partnership is on record.

• MindbodycoreTechnology or IntegrationMindbody provides the booking platform and mobile app infrastructure for Deka Lash, enabling 24/7 online appointment scheduling and membership management across all studio locations.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Benefit Cosmetics: Provides brow services and beauty products through a broad retail and service ecosystem. It is comparable on brow services, product attachment, and consumer beauty branding, but is not primarily an eyelash franchise.
• Ideal Image: Is an established medical-aesthetics provider offering injectables and related treatments. It is most comparable to Deka+'s injectables, advanced-facial, and medical-grade skincare expansion.
• Waxing the City: Is a franchise-based personal-care studio focused on waxing and related services. It shares Deka Lash's multi-unit beauty-service and local-appointment model, but does not specialize in eyelash extensions.
• European Wax Center: Operates a large franchise network for beauty services and memberships, creating comparable multi-location customer-acquisition and recurring-revenue dynamics. Its core service category is hair removal rather than lashes.

Emerging players

• Lashify: Sells at-home eyelash-extension systems and related beauty products, overlapping with Deka Lash's lash-enhancement category. It serves DIY consumers rather than studio appointments.
• Xtreme Lashes: Provides eyelash-extension products, professional training, and certification, overlapping with Deka Lash's core lash category and artist-training differentiator. Its primary model is products and education rather than franchised consumer studios.
• Heyday: Is a membership-based facial-studio brand with recurring skincare services. Its membership and facial-service model is comparable to the broader service layer Deka Lash is building around lashes and brows.
• Skin Laundry: Operates facial and medical-skincare studios with recurring treatment offerings. It overlaps with Deka+'s advanced-facial and medical-grade skincare positioning more than with Deka Lash's core lash services.

Direct peers

• Amazing Lash Studio: A membership-driven eyelash-extension franchise with multiple lash styles and recurring refill programs. It is a direct competitor in Deka Lash's core category.
• The Lash Lounge: A franchise-based eyelash-extension and beauty-services brand serving similar lash clients through studio appointments. Its core service mix and franchise delivery model closely align with Deka Lash.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/dekalashes
• Instagraminstagram.com/dekalashes
• TikToktiktok.com/@dekalashes
• Xx.com/dekalashes

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deka Lash