What Velour Lashes does

Velour Beauty is a Toronto-based, direct-to-consumer beauty brand founded in 2011 by Mabel Lee (Founder/CEO), operating as Velour Cosmetics ULC (British Columbia). The company sells 59+ styles of false eyelashes, lash adhesives, tools, and kits exclusively through its Shopify-powered e-commerce site velourbeauty.com, with no physical retail, wholesale partnerships, or third-party marketplace listings. Pricing spans approximately $7 (entry-level V by Velour) to $54 (discovery bundles), with standard strips at $22–$24, the Effortless Self-Adhesive 2-Pack at $30, Velour-Xtensions clusters at $18, and the Multi-Day Lash Bond at $15. The brand ships globally with free standard shipping on orders $35+.

The product portfolio is organized around distinct application technologies. The Effortless collection covers traditional strip lashes; Effortless Self-Adhesive uses proprietary skin-touch pre-glued bands; Velour-Xtensions and Velour-Xtensions Self-Stick offer customizable clusters with a patent-pending self-stick system and an ophthalmologist- and dermatologist-tested Multi-Day Bond for up to 10-day wear; Magnetic Effortless covers magnetic application; and V by Velour (with LayZ Gal, eLASHtic, everGREEN), Vegan Luxe, and Plant Fibre target entry-level, sustainable, and premium vegan segments. Accessories include applicators, wands, curlers, scissors, removers, and kits.

Revenue is generated entirely through one-time DTC purchases, supplemented by a tiered loyalty program (The Velour Collective: Member, Insider at $150, Inner Circle at $300), a referral program ($15 to referrer and referee), and paid acquisition across Meta, TikTok, Pinterest, Snapchat, Google, Criteo, Amazon, and Microsoft. Marketing is anchored by celebrity endorsements from Sabrina Carpenter (Coachella, VMAs, Oscars, Met Gala, Grammys), a co-branded product line with celebrity makeup artist Carolina Gonzalez (Velour x CGonzalez Beauty), and editorial features across Vogue, Elle, Harper's Bazaar, Cosmopolitan, Allure, People, and Good Morning America. The company targets three primary consumer segments: everyday beauty-conscious lash wearers, at-home lash-extension seekers, and sustainable/ethical beauty buyers.

Name

Velour Lashes

Legal name

Velour Cosmetics ULC

Website

https://velourbeauty.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Velour Beauty is a Toronto-based direct-to-consumer beauty brand selling 59+ styles of false eyelashes, adhesives, tools, and kits through its Shopify e-commerce site, serving beauty-conscious, at-home lash-extension, and sustainable-beauty consumers with proprietary pre-glued and self-stick lash technologies.

Ownership category

akta.pro rank

Product category

False Eyelashes

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
• Pre-glued lash systems
• Magnetic false eyelashes
• Lash cluster extensions
• Eyelash application accessories

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-Commerce Sales: Velour Beauty sells false eyelashes and beauty accessories directly to consumers through its e-commerce platform velourbeauty.com. Products are sold as one-time purchases at various price points ranging from approximately $5 (sale items) to $54 (discovery bundles). The brand does not appear to operate a subscription model for its lash products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

Velour Lashes is a direct-to-consumer beauty brand that sells a broad portfolio of false-eyelash collections and lash essentials. Its catalog includes traditional, pre-glued, magnetic, cluster, vegan, and plant-based lashes, together with adhesives, curlers, applicators, removers, kits, and bundles.

Product overview

Velour Beauty is a direct-to-consumer beauty brand specializing in false eyelashes and lash accessories. The product portfolio consists of multiple distinct collections organized around different application technologies and positioning: The core Velour lash lines include the Effortless Collection (traditional strip lashes), Effortless Self-Adhesive (pre-glued no-mess technology), Velour-Xtensions (customizable lash clusters for salon-like results), Velour-Xtensions Self-Stick (pre-glued cluster technology), and Magnetic Effortless (magnetic application). Supporting sub-brands include V by Velour (innovation-focused with LayZ Gal, eLASHtic, everGREEN), Vegan Luxe (premium vegan styles), and Plant Fibre (sustainable plant-based fibres). The portfolio also includes essential accessories: Lash Adhesives (white, black, multi-day bond), Lash Tools (applicators, wands, curlers, scissors), and pre-configured Kits & Bundles. The company positions itself around ease of use (beginner-friendly application), innovation (patent-pending technologies), and sustainability (vegan, cruelty-free, plant-based options).

Differentiator

Problem solved

Functional benefit

Brands

• V by Velour: A sub-brand featuring specialty lash products including LayZ Gal pre-glued clusters, eLASHtic ultra-flex elastic lashes, everGREEN plant-based lashes, and Glue 'Em brush-on lash glue. Positioned as innovative, trend-forward beauty products with the tagline 'You Are The Trend'.

Products and services

• Effortless Collection Traditional strip false eyelashes with a cotton band, offered in multiple natural, flare, and full styles for everyday wear. The collection includes short-fiber and ultra-fine invisible-band options.
• Effortless Self-Adhesive Pre-glued strip lashes using Skin Touch technology for one-step application without separate glue, trimming, or measuring. The lashes are reusable for 5+ times with proper care.
• Velour-Xtensions Customizable at-home lash clusters designed to replicate salon lash extensions, with Classic, Hybrid, and Volume options in 10-14mm lengths. The product uses an improved bond for up to 10 days of wear.
• Velour-Xtensions Self-Stick Pre-glued lash clusters applied beneath natural lashes for a one-step, seamless extension effect. The collection includes Everyday Natural and Soft & Wispy styles and uses patent-pending technology.
• Magnetic Effortless Magnetic strip lashes whose bands connect through magnets rather than conventional lash adhesive, providing an alternative application method without traditional glue.
• Vegan Luxe
• Plant Fibre
• LayZ Gal Pre-glued under-lash clusters offered through V by Velour, with pre-styled Lowkey and Main Character designs intended to simplify cluster placement.
• eLASHtic
• everGREEN
• Velour x CGonzalez Beauty Self-Stick Lash Clusters Co-branded self-stick lash clusters created with celebrity makeup artist Carolina Gonzalez, offered in natural, customizable 10-12mm clusters for an extension-like result.
• Velour-Xtensions Self-Stick Xtension Strips Pre-glued under-lash strips within the Velour-Xtensions Self-Stick collection, designed to provide an extension-like appearance through one-step application.
• Velour-Xtensions 2.0 Kit An updated Velour-Xtensions kit combining patent-pending lash clusters with an improved bond for up to 10 days of wear and dermatologist- and ophthalmologist-tested adhesive.
• Kits & Bundles
• Lash Adhesives
• Lash Tools

Quantifiable outcome

• Effortless Self-Adhesive lashes can be reused 5+ times with proper care
• +3 more outcomes

Named customers2 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

Integration4 records

Feature5 records

Partnerships

One partnership is on record.

• Carolina Gonzalez (Celebrity Makeup Artist)flagshipStrategic or Co-development PartnerCelebrity makeup artist Carolina Gonzalez, known for creating Sabrina Carpenter's signature lash looks, launched a co-branded product line with Velour Beauty — Velour x CGonzalez Beauty Self-Stick Lash Clusters. This is Velour's first co-branded product. The collaboration was featured in Vogue, Elle, US Magazine, People, Harper's Bazaar, and at the Met Gala 2025. The partnership extends beyond product co-development to ongoing brand promotion and high-profile beauty moments.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• House of Lashes: DTC and boutique-retail false lash brand with handmade product positioning. Comparable on premium-craft positioning, handcrafted lash aesthetic, and consumer demographic overlap.
• Glamnetic: DTC beauty brand specializing in pre-glued, magnetic, and press-on nail/lash products with the same one-step, no-glue value proposition. Closely comparable to Velour on technology, channel (DTC), and target customer (beginner-friendly lash users).
• Lashify: Pioneer of the at-home DIY lash extension system using patented bond-and-cluster technology. Most direct competitor to Velour-Xtensions Self-Stick on use case (at-home extension alternative) and price point ($18–$30+).
• Lilly Lashes: Premium false lash brand popular with celebrities and MUAs, selling 3D mink-style and faux lashes at higher price points. Comparable on premium positioning, celebrity-driven marketing, and glam lash segment.

Broad incumbents

• Tarte Cosmetics: Multi-category Sephora-anchored beauty brand that carries a meaningful lash and mascara line. Comparable consumer demographic and beauty-editorial positioning, but operates as a broad color cosmetics portfolio rather than a lash specialist.
• KISS Products: Large beauty conglomerate spanning false lashes, nails, and hair tools with mass retail distribution globally. Overlaps Velour on lash category but competes across a much broader portfolio and price range.
• Eylure: Long-established UK-based false lash brand sold through drugstore and beauty channels. Comparable product category and consumer segment, with broader distribution but less DTC innovation focus.
• Huda Beauty: Global celebrity-founded beauty brand with a popular false lash line (Huda Beauty lashes). Comparable on founder-led, social-media-driven, and celebrity-anchored brand strategy with lashes as a hero category.
• Ardell: Mass-market false-eyelash category leader with deep drugstore and beauty-supply distribution. Comparable on core product (strip lashes) but operates as a broad, value-priced incumbent rather than a DTC premium brand.

Emerging players

• Stubborn Beauty: DTC beauty brand focused on pre-glued lashes and beginner-friendly application. Emerging competitor in the same pre-glued/no-mess niche where Velour's Effortless Self-Adhesive competes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/velour_beauty
• YouTubeyoutube.com/user/VelourLashes
• Facebookfacebook.com/velourbeautyofficial
• Instagraminstagram.com/velourbeautyofficial
• TikToktiktok.com/@velourbeautyofficial
• Pinterestca.pinterest.com/velourbeautyofficial
• LinkedInlinkedin.com/company/velour-lashes

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 Velour Lashes