What MoxieLash does

MoxieLash, Inc. is a privately held, founder-led beauty technology company headquartered in San Diego, California, that designs, manufactures, and sells glueless false eyelash systems under the MoxieLash, Nano-Grip, Lashies, and Instant Lash Clusters brands. The company was founded in 2017 by Val Yakovchik and built around its proprietary Nano-Grip Technology — a pressure-sensitive silicone band system that bonds to specialized water-based liner without glue, magnets, or dry time — and operates three application systems: Instant Lash Clusters (7-day hold press-on segments), Nano-Grip Lashies (reusable self-adhesive strip lashes), and Magnetic Lashes (micro-magnet lashes paired with iron-oxide magnetic eyeliner). Its product catalog spans core lash SKUs priced $30–$129, bundled starter kits at $59–$124, supporting accessories (liners, removers, applicators, mirrors, trimmers), and a recently extended complexion and lash-care line including PerfX Serum Foundation (available on a 30- or 45-day subscription) and Xtend serum mascara, with a non-beauty Lovesnap tactile bracelet collection.

The company generates revenue primarily through direct-to-consumer e-commerce on its Shopify-powered storefront (moxielash.com), supplemented by wholesale distribution to retailers meeting a $300 minimum order quantity and a national department-store presence at Bloomingdale's. Marketing is multi-channel: organic social on Instagram, Facebook, and TikTok; content marketing via the brand blog and lash-mapping educational guides; lifecycle messaging through Klaviyo and Attentive; PR placements in Oprah, Vogue, Elle, Allure, Glamour, InStyle, NY Times, WWD, Cosmopolitan, Byrdie, New Beauty, Glossy, and Grazia; a Moxie Ambassador affiliate program (15% commission) operating via Shopify Collabs; a Rakuten-powered affiliate layer; and the three-tier Moxie Insider Club loyalty program. Customer-facing value propositions emphasize glue-free, damage-free application in roughly three minutes versus salon lash extension visits that cost $150–$300 each, with reusable products and EWG-safe, latex-free formulations; celebrity user Paris Hilton is the only named endorser. The company employs 11–50 people, ships internationally at $12.95, and is registered as a Nevada corporation with no disclosed funding rounds, parent company, or external institutional ownership, consistent with a bootstrapped, founder-controlled operating profile.

Name

MoxieLash

Legal name

MoxieLash, Inc.

Website

https://moxielash.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

MoxieLash is a privately held, San Diego–based beauty technology company that designs and sells glueless false eyelash systems — including Instant Lash Clusters, Nano-Grip Lashies, and Magnetic Lashes — directly to consumers online, at Bloomingdale's, and through wholesale partners.

Ownership category

akta.pro rank

Product category

False Eyelashes & Lash Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

Keywords

• False eyelash products
• Magnetic eyelashes
• Glueless lash clusters
• Beauty cosmetics brand
• Lash application systems

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: MoxieLash generates revenue through direct-to-consumer sales of false eyelashes and accessories via its e-commerce platform. Products include lash clusters ($35/pack), magnetic lashes ($39-$129 kits), Nano-Grip Lashies ($30-$40), makeup removers ($11-$35), and bundles/starter kits ($59-$120). One-time purchase model with no subscription required for main lash products.
2. PerfX Foundation Subscription: Optional subscription service for PerfX Serum Foundation delivery. Customers select shade and delivery frequency (30 or 45 day intervals), with ability to pause, skip, or cancel through online account dashboard.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

MoxieLash designs, manufactures, and sells proprietary glueless lash systems — Instant Lash Clusters™, Nano-Grip™ Lashies, and Magnetic Lashes — along with companion liners, removers, applicators, and the PerfX™ Serum Foundation. The company sells primarily direct-to-consumer through its Shopify-powered moxielash.com storefront with international shipping, supplemented by a recurring subscription for PerfX Foundation and a B2B wholesale channel with a $300 minimum order quantity. Its Nano-Grip™ technology enables at-home glue-free lash application that competitors using traditional adhesives cannot replicate at scale.

Product overview

MoxieLash is a beauty technology company that pioneered glueless lash innovation, offering three distinct lash application systems: Instant Lash Clusters™ (press-on segments with Nano-Grip™ Technology for 7-day wear), Nano-Grip Lashies™ (self-adhesive strip lashes bonding to specialized liner), and Magnetic Lashes (micro-magnet lashes compatible with magnetic eyeliner). The product portfolio spans core lash products, complexion essentials including PerfX Serum Foundation, makeup removers, applicators, and accessories. The company operates on a platform model with bundled starter kits for new customers, a Moxie Insider Club loyalty program with tiered benefits, and a Moxie Ambassador affiliate program. All systems emphasize glue-free, damage-free application with varying reuse capabilities (Clusters: 7-day single use; Lashies: 25+ wears; Magnetic: 30-50 wears).

Differentiator

Problem solved

Functional benefit

Brands

• Nano-Grip™: Proprietary silicone band technology that bonds instantly to liner for weightless, reusable lash looks without glue or magnets.
• Instant Lash Clusters®
• Lashies™
• PerfX™
• Xtend™
• Lovesnap Collection

Products and services

• Instant Lash Clusters™ Glueless press-on lash segments using Nano-Grip™ Technology for under-lash application. Each pack contains 20 clusters in graduated lengths providing 2–3 full applications, with up to 7 days of wear per application. Latex-free, formaldehyde-free, and water-resistant. Targeted at individual beauty consumers seeking customizable, reusable at-home lash looks.
• Nano-Grip™ Lashies Self-adhesive strip lashes with a soft Nano-Grip silicone band that bonds to specialized Nano-Grip Liner without glue or magnets. Reusable up to 25 wears with proper care and available in natural, accent, mid-glam, and full-glam styles. Targeted at individual beauty consumers wanting fast, glue-free at-home lash application.
• Magnetic Lashes and Colored Magnetic Lashes Feather-light magnetic strip lashes with micro magnets along the band that snap onto MoxieLash's iron-oxide Magnetic Eyeliner. Available in multiple named styles and a colored variant for festivals/Halloween/creative looks. Wearable up to 30–50 times with proper care. Targeted at individual beauty consumers and event/party use cases seeking premium reusable magnetic lash solutions.
• PerfX™ Serum Foundation Serum-powered complexion foundation with hyaluronic acid, snow mushroom extract, aloe, centella asiatica, licorice root extract, and peptides; non-comedogenic, gluten-free, vegan. Delivered through a 30- or 45-day auto-delivery subscription with online account pause/skip/cancel controls. Targeted at individual beauty consumers integrating foundation into a daily beauty routine.
• Lash Liners, Removers, and Application Accessories Companion items required to apply and remove MoxieLash lash systems, including the water-based Nano-Grip Liner (clear and black), iron-oxide Magnetic Eyeliner, All-In-1 and All-Gone Makeup Removers, Magnetic Eyeliner Swabbies, Liquid Eyeliner Pen, Precision Tip and Magnetic Lash Applicators, Eyelash Curler, MoxieLash Fan and Mirror, Luxe Bag, Premium Lash Trimmers, MoxieLash Magnet, and Reusable Bamboo Rounds. Targeted at existing MoxieLash lash buyers and individual beauty consumers.

Quantifiable outcome

• $1,400+ annual savings compared to salon lash extensions ($35/pack vs $150-300 per extension appointment)
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Facebook PixelcoreTechnology or IntegrationFacebook Pixel is used as a third-party advertising and tracking cookie to deliver relevant ads, measure advertising effectiveness, and prevent fraud. Facebook's cookie policy governs data collection and usage.
• Google AnalyticscoreTechnology or IntegrationGoogle Analytics is used to understand how visitors use the site for performance and reliability improvements. Cookies track user behavior and site interactions.
• Rakuten AdvertisingminorGTM or Marketing PartnerRakuten Advertising is used for affiliate marketing and ad attribution to track performance and prevent fraud. Opt-out options available through Rakuten's privacy settings.
• KlaviyocoreTechnology or IntegrationKlaviyo provides email marketing automation services for MoxieLash, including abandoned cart emails, promotional campaigns, and customer engagement. Klaviyo's privacy notice governs data handling.
• AttentivecoreTechnology or IntegrationAttentive provides SMS/text messaging services for MoxieLash's mobile marketing campaigns including promotional messages, cart reminders, and order updates. Delivered via wireless providers to customer mobile numbers.
• Bloomingdale'scoreChannel Partner/ Reseller/ DistributorMoxieLash products are featured at Bloomingdale's department store, indicating retail distribution partnership beyond the direct e-commerce channel.
• StripecoreTechnology or IntegrationStripe processes payments securely via the website. MoxieLash does not store credit card information on their servers, relying on Stripe's PCI-DSS compliant payment processing.
• ShopifycoreTechnology or IntegrationE-commerce platform powering moxielash.com storefront. Handles payment processing, order management, and checkout functionality.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Glamnetic: Glamnetic is a D2C beauty brand offering magnetic lashes and press-on nails with a similar e-commerce model and price band ($20-$60). Closest like-for-like competitor in the magnetic lash category.
• Lashify: Lashify pioneered the DIY under-lash cluster system with patented Gossamer lashes and bonding technology. Directly competes in the same DIY lash cluster category as MoxieLash's Instant Lash Clusters.
• Velour Beauty: Velour Beauty is a premium D2C false lash brand offering handcrafted lashes with similar magnetic and traditional strip products. Comparable brand positioning and customer base.
• Lilly Lashes: Lilly Lashes is a luxury false lash brand with celebrity endorsement and a premium price point. Competes in the higher-end lash segment with similar celebrity-driven brand strategy.
• Doe's Lashes: Doe's Lashes offers magnetic lashes and traditional false lashes in a similar D2C model with comparable price points. Direct competitor in the glue-free/magnetic lash category.

Broad incumbents

• Ardell: Ardell is the mass-market false lash leader sold through drugstores and mass retailers. Larger incumbent offering strip lashes at lower price points, providing competitive floor pricing.
• KISS Products: KISS is a major mass-market beauty brand offering false lashes, nail products, and beauty tools at drugstore price points. Larger incumbent with broad retail distribution and adjacent product categories.
• Eylure: Eylure is an established UK-based false lash brand with broad retail distribution. Larger incumbent with longer operating history, offering traditional strip lashes and magnetic systems.
• Huda Beauty: Huda Beauty is a global prestige beauty brand founded by an influencer, offering lashes among broader color cosmetics. Comparable celebrity/influencer-led brand origin with much larger scale and category breadth.

Others

• Sephora Collection: Sephora Collection is Sephora's owned beauty brand offering false lashes and beauty accessories at accessible price points. Represents the type of retail-platform competitor and potential distribution channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/moxielash

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 MoxieLash