What Novalash does

NovaLash, founded in 2004 by molecular biologist Sophy Merszei and headquartered in Houston, Texas, is a private beauty company that develops and distributes physician-formulated eyelash extension products and certification training to licensed beauty professionals worldwide. Its primary customers are licensed cosmetologists, estheticians, and makeup artists operating in thousands of salons and spas across the United States and 40+ countries; the company also sells branded aftercare and cosmetic items to end consumers, though professional B2B is the core commercial channel. Sophy Merszei serves as Founder, President, and CEO, with Beth Fetzer as Chief Operating Officer, and the company maintains academic R&D ties with the University of Houston and Baylor College of Medicine.

The product platform centers on the patented Platinum Bond adhesive family (Platinum Bond, Royal Platinum Bond, Platinum Bond High Speed, and Sensitive Eyes), which are formaldehyde-free, biocompatible, oil-proof, and waterproof formulations engineered for 4-6 week retention versus an estimated 2 weeks for competitors. Complementary offerings include individual and volume lash extensions (Classics, novaMINX, American Volume, London Volume, LASHcandy), Dumont Swiss-made precision forceps, aftercare items (cleanLASH, Retractable LASHwand, LASHcloud pillow), the Lash+doctor prostaglandin-free growth serum, and extension-friendly cosmetics (JETliner, Mascara, 24 Hour Cream Shadows, LASHLiner). The company also runs an annual LASHoff competition and maintains an Elite Stylist directory to reinforce community and recurring demand.

NovaLash operates a dual revenue model combining gated product sales with mandatory certification training. Professional products are sold exclusively through the NovaLash e-commerce platform to NovaLash-certified stylists, and certification courses (Classic $1,253, American Volume $1,284, London Volume $850, Conversion $568) are delivered across all 50 US states and 40+ countries, both in-person and online. International sales are executed through regional distributors in the UK, India, Canada, Norway, Spain, Trinidad & Tobago, Barbados, St. Lucia, and Iceland. The company operates company-owned Signature Studios in Houston and Bangkok (Emporium Mall, Siam Paragon Mall) and offers bundle subscriptions with recurring 5% savings for professional buyers.

Name

Novalash

Legal name

NovaLash, Inc.

Website

https://novalash.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

NovaLash is a Houston-based private company that develops, manufactures, and sells physician-formulated eyelash extension adhesives, lashes, aftercare products, and certification training programs to licensed beauty professionals across 40+ countries via gated e-commerce and a network of regional distributors.

Ownership category

akta.pro rank

Product category

Professional Eyelash Extensions

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Eyebrow & Eyelash Training (Brow Design/Lash Extensions/Lifts) (HSALANAG), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC), Professional Skincare & Facial Treatments (CRABALAF)

Keywords

• Eyelash extensions
• Professional lash adhesives
• Lash extension training
• Beauty professional supplies
• Lash aftercare products

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Eyelash Extension Products: Direct sales of professional-grade eyelash extension products including adhesives, lash extensions, tools, and aftercare to certified stylists and salons. Products are sold exclusively through NovaLash's e-commerce platform and require professional certification for purchase.
2. Training and Certification Courses: NovaLash offers multiple certification courses (Classic Training $1,253, Conversion Training $568, American Volume $1,284, London Volume $850) that include training kits and certify professionals to use NovaLash products. Training is available online and in-person across all 50 US states and 40+ countries.
3. Consumer Aftercare Products: Direct-to-consumer sales of aftercare products including cleanLASH, mascara, aftercare kits, and cosmetics. These products are sold to end consumers through the same e-commerce platform.
4. Bundled Product Subscriptions: Subscription program offering 5% additional savings on bundled products (Mini Bundle, The Bundle) providing recurring revenue through loyal professional customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

NovaLash manufactures and sells physician-developed eyelash extension products, including patented Platinum Bond adhesives, individual lash extensions, professional kits, aftercare items, precision tools, and extension-friendly cosmetics, and delivers them alongside a mandatory certification training program to licensed beauty professionals. The company also sells aftercare and cosmetic products directly to end consumers and operates branded Signature Studios in Houston and Bangkok that provide eyelash extension services.

Product overview

NovaLash is an eyelash extension company offering a comprehensive portfolio of professional beauty products and training services. The core offering centers on individual lash extensions and proprietary adhesives (Platinum Bond, Royal Platinum Bond, Platinum Bond High Speed, Sensitive Eyes) that provide oil-proof and waterproof hold lasting 4-6 weeks. The product ecosystem includes professional kits (Discovery Kit, American Volume Kit, London Volume Kit, MBA Kit, Business in a Box), lash extension types (Classics, novaMINX, American Volume, London Volume, LASHcandy), aftercare products (cleanLASH, Retractable LASHwand, Aftercare Kit, Lash+doctor serum, LASHcloud Pillow), cosmetics (JETliner, Mascara, 24 Hour Cream Shadows, LASHLiner), precision tools (Forceps, AirNova, Dry Heat Sterilizer), and training materials (Textbook). NovaLash also runs the LASHoff annual competition for certified stylists. The company differentiates through physician-developed formulas, science-based application techniques, and comprehensive certification training programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Platinum Bond Lash Adhesive U.S. patented, oil-proof, instantly waterproof lash adhesive with extra strength formula delivering 4-6 week hold time; formaldehyde-free, ICMAD 2007 Cosmetic Product Innovation of the Year winner. For NovaLash-certified lash professionals.
• Royal Platinum Bond Lash Adhesive Fastest drying NovaLash lash extension adhesive, curing in 3-6 seconds depending on humidity with waterproof and oil-proof formula; thinner consistency for smoother lash line. For certified professionals.
• Platinum Bond High Speed Lash Adhesive U.S. patented adhesive designed for American Volume eyelash extensions with faster drying time, lower fumes, and less irritation than traditional adhesives; 6-month shelf life. For certified professionals.
• Sensitive Eyes Lash Adhesive Low-fume, non-irritating, physician-developed medical-grade adhesive formulated for clients with sensitive eyes and for lower lash extensions, with increased flexibility and durability. For certified professionals.
• NovaLash Adhesive Remover Patented adhesive remover that targets only adhesive while gently conditioning lashes and skin; alcohol- and acetone-free, moisturizing and conditioning formula priced at $91.
• Classics Lash Extensions Traditional individual lash extensions available in multiple curl types (L-Curl, N-Curl, B-Curl, C-Curl, D-Curl) for natural-looking lash looks. For certified professionals.
• novaMINX Lash Extensions Multi-length lash extensions available in B-Curl and C-Curl variants for creating hybrid volume looks. For certified professionals.
• American Volume Lash Extensions Volume lash extensions designed for the American Volume technique, creating full dramatic looks with lightweight fans. For certified professionals.
• London Volume Lash Extensions Volume lash extensions for the London Volume technique, including auto-fan mixed length options in .03 diameter. For certified professionals.
• LASHcandy Lash Extensions Decorative colored lash extensions for special occasions and creative styling, available individually or in box-sets. For certified professionals.
• Discovery Kit Comprehensive starter kit for lash artists priced at $199, including adhesives, patches, lashes, and forceps, with $200 credit toward NovaLash training; available in American Volume or London Volume variants.
• American Volume Kit Professional kit for the American Volume lash extension technique priced at $420, including Platinum Bond adhesive and lashes.
• London Volume Kit Professional kit for the London Volume lash extension technique priced at $403, including Royal Platinum Bond adhesive.
• MBA Kit Professional lash extension kit for trained lash artists seeking certification, priced at $344.
• Business in a Box Complete professional lash extensionist kit priced at $746, including 9 pots of lashes, forceps, adhesives, and marketing materials for starting a lash business.
• The Bundle Comprehensive bundle with customizable lash selection, gel patches, and double-sided tape at discounted pricing; eligible for 5% additional savings under recurring program.
• The Mini Bundle Customizable mini bundle with adhesive selection, 8 pots/trays of lashes, and patch options at discounted pricing; eligible for 5% additional savings under recurring program.
• cleanLASH Cleansing pads designed to remove dirt, pollutants, and makeup while prolonging extension life; glycol and carbonate free, with pomegranate seed oil, approximately 50 pads, priced at $34.
• Retractable LASHwand Hygienic retractable mascara wand with metal frame for brushing and maintaining lash extensions; retractable design keeps brush free of debris, priced at $18.
• NovaLash Aftercare Kit Complete aftercare kit containing cleanLASH pads, mascara, mascara brush, and aftercare instruction card for maintaining lash extensions, priced at $55.
• Lash+doctor Eyelash and eyebrow growth serum enhanced with natural plant extracts, peptides, and multi-vitamins; 100% prostaglandin free, conditions and strengthens healthy hair growth, priced at $125.
• JETliner Waterproof, smudge-proof eyeliner featuring NOVALAST technology for creating smoky-eye looks; available in Cardinal, Sin, and Oak colors.
• Mascara Water-soluble mascara specifically formulated for NovaLash eyelash extensions, enriched with vitamins A, E, and C; clump-free hollow-fiber brush.
• 24 Hour Cream Shadows Long-wear cream eyeshadow designed for use with lash extensions, providing all-day color without smudging.
• NovaLash Forceps Precision tweezers for lash extension application including Dumont Swiss-made electron microscope micro-tip curved forceps, twice as thin as regular tweezers; available in curved, straight, diamond dusted, and Starlite variants.
• LASHcloud Pillow Specialty pillow designed to protect lash extensions while sleeping by reducing pressure on extensions.
• NovaLash Certification Training Courses Certification training courses (Classic Training $1,253, Conversion Training $568, American Volume Training $1,284, London Volume Online Training $850) available online and in-person across all 50 US states and 40+ countries; required to purchase professional NovaLash products.

Quantifiable outcome

• Lash extensions last up to 8 weeks – 2x longer than leading competitor
• +3 more outcomes

Named customers10 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

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• NovaLash International (UK)coreChannel Partner/ Reseller/ DistributorNovaLash's primary international distributor for the United Kingdom. Handles class registrations and product sales across England, Scotland, Wales, and Northern Ireland. Classes available in Inverness, Kirkintilloch, Felixstowe, Bournemouth with both in-person and virtual options.
• NovaLash India DistributorscoreChannel Partner/ Reseller/ DistributorRegional distributors for India market. Contact: [email protected], [email protected]. Phone: 9667 764 542, 9667 764 655.
• NovaLash CanadacoreChannel Partner/ Reseller/ DistributorRegional distributor for Canada. Contact via [email protected].
• Glimt Lashes (Norway & Spain)coreChannel Partner/ Reseller/ DistributorRegional distributor for Norway and Spain markets. Contact: [email protected]. Offers Classic and American Volume classes. Registration must be completed at least four weeks in advance.
• Riche Enterprises (Trinidad & Tobago)minorChannel Partner/ Reseller/ DistributorRegional distributor for Trinidad and Tobago. Contact: [email protected].
• Aesthetics Etcetera (Barbados & St. Lucia)minorChannel Partner/ Reseller/ DistributorRegional distributor for Barbados and St. Lucia. Contact: [email protected].
• Cosmetics EHF / Beauty Prof ehf (Iceland)minorChannel Partner/ Reseller/ DistributorRegional distributor for Iceland. Contact: [email protected]. Phone: +345 869 8299.
• University of HoustoncoreStrategic or Co-development PartnerAcademic partner whose team of scientists collaborated with NovaLash founder Sophy Merszei and Baylor College of Medicine to develop the safest possible products and techniques for eyelash extensions.
• Baylor College of MedicinecoreStrategic or Co-development PartnerAcademic partner whose team of physicians and scientists collaborated with NovaLash founder to develop physician-developed formulas and techniques.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• LashBox LA: Pro-only lash extension brand with bundled kits and training programs; directly comparable product mix and certified-professional sales motion.
• Flawless Lashes by Loreta: Professional eyelash extension system with training and certification; competes with NovaLash on Russian-volume technique and certified-stylist exclusivity.
• The Lash Professional: Professional eyelash extension and lift brand offering training and supplies to licensed beauty professionals; competes head-on in the certification-driven segment.
• Bella Lash: Professional lash extension training and product supplier with certified-stylist exclusivity; overlaps NovaLash on training, adhesives, and volume lashes.
• SugarLash: Pro lash extension brand selling adhesives, lashes, and aftercare exclusively to certified artists; directly comparable professional-only model.
• Borboleta Beauty: Professional lash extension brand selling adhesives, lashes, and tools exclusively to certified artists; comparable certification-led GTM and product range.
• Xtreme Lashes: Professional eyelash extension brand founded by an ophthalmologist; offers patented adhesives and a certified-stylist program that closely mirrors NovaLash's physician-developed, certification-gated model.

Broad incumbents

• Grande Cosmetics: Established mass-market lash and brow serum/cosmetics brand; competes with NovaLash's Lash+doctor and consumer aftercare line and brings bigger marketing budgets.

Emerging players

• Lashify: At-home lash extension system with patented tools and DIY kits; competes more on the consumer side but is reshaping the broader lash extension category NovaLash serves.

Others

• Glamcor: Professional beauty tools (LED mirrors, magnification) commonly used by lash artists; adjacent ecosystem participant rather than direct lash-extension competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Novalash