House of Lashes

What House of Lashes does

House of Lashes is a privately held, direct-to-consumer false eyelash brand founded in 2015 by Jenn in her parents' home and operated out of Irvine, California. The company designs, manufactures, and sells cruelty-free synthetic false eyelashes organized into multiple collections (Feline, Demi, Daily, Classic, Premium, Lite, Luxe, Mini, Coffee, Darling, and Wedding Suite) at price points between $3.50 and $72, with proprietary Jelly Band® flexible band technology anchoring the Feline Collection. Supporting the lash line are latex-free adhesives under the HOL® sub-brand (Clear, Dark, and Bonding glues), a dual-purpose makeup remover, precision applicators, and curated kits/bundles, all manufactured with synthetic fibers or sterilized human hair and Leaping Bunny certified as cruelty-free. The product portfolio targets individual beauty consumers, brides and wedding parties, lash beginners, beauty students, and professional makeup artists through a tiered Pro MUA (20-30% discount) and Student (15% discount) program.

Revenue is generated primarily through one-time DTC e-commerce sales on houseoflashes.com supplemented by a Recharge-powered subscribe-and-save program (15% off, 1-4 month cadence) and Afterpay/ShopPay installment options for orders $35-$1,000. Distribution extends beyond DTC via an exclusive House of Lashes x Sephora Collection collaboration (Rose Quartz, Aquamarine, Amethyst sets) distributed at Sephora retail and online, plus a featured-brand placement with Target. Marketing relies on Instagram-first organic content, an Eye Shape Guide and Lash Quiz educational funnel, an email newsletter with 15% first-order capture, earned media across Vogue, Cosmopolitan, Elle, Byrdie, Allure, and Poosh, and a HOL Rewards loyalty program offering free Siren lashes on orders over $25 and free US shipping over $35. The company has remained bootstrapped since inception with no disclosed institutional funding and ships internationally to North America, Europe, Australia, and select Middle East markets.

Name

House of Lashes

Legal name

House of Lashes

Website

https://houseoflashes.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

House of Lashes is a privately held, direct-to-consumer false eyelash brand founded in 2015, selling cruelty-free synthetic lashes, latex-free adhesives, and bridal collections to individual consumers, professional makeup artists, and brides via its own website, Sephora, and Target.

Ownership category

akta.pro rank

Product category

False Eyelashes

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)

Keywords

• False eyelash products
• Vegan beauty cosmetics
• Lash adhesives accessories
• Makeup product ecommerce
• Bridal beauty supplies

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Others

Revenue model

1. Direct Product Sales: One-time purchase of individual lashes ($7-$12), lash adhesives ($10-$14), and curated sets/bundles ($25-$72). Products sold directly through houseoflashes.com with subscription option offering 15% savings.
2. Subscription/Recurring Revenue: Subscribe-and-save model delivering products every 1-4 months with 15% discount. Enables recurring revenue and customer retention.
3. Pro MUA Program Revenue: Professional makeup artist program offering 20-30% discounts on bulk purchases from industry professionals and working MUAs.
4. Installment Payments: Afterpay integration offering 4-interest-free payments over 6 weeks for orders $35-$1,000, enabling higher ticket purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

House of Lashes designs, manufactures, and sells cruelty-free false eyelashes and complementary lash care products directly to consumers. The portfolio spans multiple lash collections (Classic, Premium, Lite, Luxe, Feline, Demi, Daily, Coffee, Mini, Bridal) made from synthetic fibers, plus supporting latex-free adhesives, bonding glue, removers, and applicators. Sales are conducted primarily through the company's own houseoflashes.com e-commerce store with subscription, loyalty rewards, and Pro MUA programs.

Product overview

House of Lashes is a direct-to-consumer false eyelash brand offering a comprehensive portfolio of lash products organized across multiple collections and sub-brands. The core offering consists of false eyelashes in various styles (Iconic, Kitty Cat, Purrr, Frisky, Gisella, The Muse, The Flirt, The Sweetie, and many more) made from synthetic faux silk, faux mink, or human hair fibers. Supporting products include latex-free lash adhesives (HOL Clear Lash Glue, HOL Dark Lash Glue, HOL Bonding Glue), makeup removers, precision applicators, and scissors. The product line is organized into collections including Classic, Premium, Lite, Mini, Luxe, Darling, Coffee, Feline (featuring Jelly Band technology), Demi/Half, Daily, Wedding Suite/Bridal, and Allure Best of Beauty Winners. Bundles and kits (Best Seller's Bundle, Bond & Seal Set, Daily Essentials Set) combine products for complete lash routines. Additional offerings include gift cards, Pro MUA membership (20-30% discount), student discounts, and a loyalty rewards program. The company operates subscription options through Recharge Payments for recurring product deliveries.

Differentiator

Problem solved

Functional benefit

Brands

• HOL (House of Lashes brand abbreviation): House of Lashes house brand used for adhesive and accessory products, including HOL Clear Lash Glue, HOL Dark Lash Glue, and HOL Bonding Glue.
• Feline Collection
• Demi Collection
• Daily Collection
• Luxe Collection
• Classic Collection
• Premium Collection
• Lite Collection
• Mini Collection
• Coffee Collection
• Secret Collection
• Allure Best of Beauty Winners
• Jelly Band
• Siren

Products and services

• HOL® Clear Lash Glue Latex-free, waterproof lash adhesive with 24-hour hold and precision brush-tip applicator; applies white and dries clear for a seamless blend. Targeted at consumers seeking long-wearing, easy-to-apply lash glue.
• HOL® Dark Lash Glue Latex-free, waterproof lash adhesive with 24-hour hold and brush-tip applicator that dries satin black for a liner-like finish. Targeted at consumers wanting a built-in eyeliner effect.
• HOL® Bonding Glue Ultra-long-wear latex-free bonding glue with curved micro-brush for precise, no-dry-time application that dries black for seamless wear. Targeted at consumers using the brand's under-lash bonding system.
• HOL® Lash Glue + Eye Makeup Remover Alcohol-free dual-purpose remover that dissolves bonding glue, lash glue and waterproof eye makeup, formulated with natural essential oils. Targeted at lash wearers needing gentle removal.
• Purrr® False Lashes Flared, medium-length strip lash with clustered wispy fibers and Jelly Band® flexible band for comfortable wear. Targeted at consumers seeking a lash-cluster-inspired look with cat-eye flair.
• Kitty Cat® False Lashes Short-length strip lash with wispy fibers, natural volume and subtle cat-eye effect, built on Jelly Band® technology. Targeted at everyday wearers wanting a natural-flair lash.
• Frisky™ False Lashes Full-volume strip lash with natural inner corners transitioning to flared wispy outer corners and Jelly Band® flexible band for a glamorous cat-eye look. Targeted at consumers wanting dramatic but wearable volume.
• Iconic® Lite Demi False Lashes Long, flared half lash with medium volume, spiky fibers and clear band, designed to lift outer corners without trimming. Targeted at beginners and consumers wanting a subtle cat-eye half lash.
• The Flirt - Half Lash Medium-volume half lash with flicked-out, clustered fibers designed for a natural flirty everyday look, usable with the brand's bonding system. Targeted at daily-wear consumers wanting subtle enhancement.
• Gisella Demi False Lashes Flared half lash with wispy clusters and clear band, reusable 15+ times with proper care. Targeted at consumers wanting a fluttery cat-eye half lash for everyday or bridal wear.
• Iconic® False Lashes Flared strip lash with full volume, long length and defined spiky fibers; brand's flagship award-winning style. Targeted at consumers wanting a bold, dramatic lash look.

Quantifiable outcome

• Lashes reusable 10+ times for Classic styles and 15+ for Lite, Luxe, Premium, and Noir styles with proper care
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

One partnership is on record.

• Sephora CollectioncoreChannel Partner/ Reseller/ DistributorExclusive collaboration partnership producing House of Lashes x Sephora Collection lash sets. Includes Rose Quartz, Aquamarine, and Amethyst-inspired sets launching January 2020. Products sold at Sephora retail and online stores.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• KISS Products: KISS is a broad incumbent covering false lashes, nail products, and beauty tools with dominant mass and drugstore presence globally. Comparable on core lash category and adhesives, but competes across many adjacent beauty categories and at lower price points.
• Tarte Cosmetics: Tarte is a broad incumbent clean-beauty brand with a meaningful false eyelash line sold through Sephora, Ulta, and DTC. Comparable on cruelty-free/eco positioning and lash category, but competes in a much wider color cosmetics portfolio.
• Huda Beauty: Huda Beauty is a broad incumbent global beauty brand with a significant false lash line sold through Sephora and DTC. Comparable on lash category, target demographic (beauty enthusiasts, MUAs), and global retail presence, but Huda operates across a much wider cosmetics portfolio.
• Ardell: Ardell is a broad incumbent mass-market false eyelash brand owned by American International Industries, sold through drugstores, mass retailers, and beauty supply stores. Comparable on core product category and end consumer, with overlapping adhesive SKUs, but operates at a lower price tier and broader retail distribution.

Direct peers

• Glamnetic: Glamnetic is a direct peer selling magnetic lashes and traditional false lashes DTC, with similar pricing tier and celebrity/influencer-driven marketing. Strong overlap in target demographic (young women, beauty enthusiasts) and subscription/community programs.
• Lilly Lashes: Lilly Lashes is a direct competitor in premium false eyelashes sold DTC and through retailers like Sephora and Ulta. Comparable on product category (high-volume strip lashes), price point, target customer (beauty enthusiasts, MUAs), and celebrity-driven brand positioning.
• Eylure: Eylure is a long-established direct competitor in false eyelashes with both drugstore and prestige lines, including lashes and lash adhesives. Comparable on category focus, adhesive technology, and broad consumer accessibility through mass and prestige retailers.
• Velour Lashes: Velour Lashes is a direct peer offering premium synthetic false eyelashes with similar 100% cruelty-free positioning and Sephora/retail presence. Strong overlap in product (lashes + adhesive), pricing tier ($9-$15), and target consumer (everyday and glam users).
• FlutterHabit: FlutterHabit is a direct peer indie DTC false lash brand targeting millennial and Gen-Z consumers with vegan, cruelty-free lashes and influencer marketing. Comparable on product, values-based positioning, and DTC subscription model.

Emerging players

• Moco de Gorilla: Moco de Gorilla is an emerging player in cruelty-free adhesive eyelashes and lashes with Japanese-inspired styling. Comparable on cruelty-free lash adhesive technology and strip lash product category, with partial overlap on target consumers.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/houseoflashes
• Xx.com/houseoflashes

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 House of Lashes