What Nouveau Lashes does

Nouveau Lashes is a UK-based professional beauty brand specialising in eyelash lift treatments, lash extension systems, accredited training, and retail aftercare products, operating as a subsidiary of Nouveau HD Beauty Group alongside HD Brows and Karen Betts Limited. The company's core technology is the proprietary LVL (Length, Volume, Lift) Lash Lift system, originally created by Nouveau Lashes and extended through the newer CeraLashLift ceramic-based formulation and LVL Powder Lift variants. Lash extension offerings span Extend (1:1 individual application), SVS/Camellia, Russian/Global Volume, Hybrid, and Express systems. Treatment durations range from 35 minutes (LVL) to 90 minutes (Extend), with results lasting up to 8 weeks and recurring infill demand every 2–3 weeks.

Name

Nouveau Lashes

Legal name

Nouveau Lashes Limited

Website

https://nouveaulashes.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Nouveau Lashes is a UK-based professional beauty brand and subsidiary of Nouveau HD Beauty Group that manufactures proprietary LVL lash lift systems, individual and volume lash extension products, and accredited training courses, selling through a certified Pro Shop to trained lash artists and direct-to-consumer retail channels.

Ownership category

akta.pro rank

Product category

Professional Beauty Services

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eyelash Lift / Lash Perm Services (HSALAIAI)

akta.pro secondary industries

Eyelash Extensions (Classic/Hybrid/Volume) (HSALAIAH), Eyebrow & Eyelash Training (Brow Design/Lash Extensions/Lifts) (HSALANAG), Mobile Brow & Lash Services (HSALAMAI), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)

Keywords

• Professional lash products
• Lash lift training
• Eyelash extensions
• Beauty professional supplies
• Lash treatment systems

Headquarters

HQ city

South Elmsall

HQ country

United Kingdom

HQ region

Europe

Offices11 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

Revenue model

1. Professional Product Sales (Pro Shop): B2B sales of professional lash extension products, LVL treatment products, adhesives, tools, and equipment exclusively to trained and certified lash artists through the Pro Shop. Requires account registration with proof of professional training.
2. Consumer Retail Sales (Shop): B2C sales of aftercare products, lash serums, strip lashes, and cluster lashes through the consumer Shop section.
3. Training Courses: Revenue from LVL Lash Lift training (£250+VAT), Extend Lash Extensions training (£250+VAT), Global Volume training, conversion courses (£99+VAT), and coaching sessions (£100). Hybrid of online and in-person training with optional kit purchases.
4. Point of Sale and Accessories: Sales of point-of-sale materials, marketing collateral, and accessories for professional lash artists.
5. Affiliate Programme Commission: Commission earned through Rakuten Advertising affiliate programme on verified retail sales through affiliate tracking links.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Nouveau Lashes manufactures and sells professional eyelash treatment products and cosmetic items, including the proprietary LVL Lash Lift system, individual and volume lash extensions, adhesives, tools, kits, and aftercare cosmetics. It also runs a network of training academies that certify lash artists to access the gated professional product range, and sells consumer aftercare products through its retail Shop.

Product overview

Nouveau Lashes is a professional beauty brand specialising in eyelash treatments, professional training, and retail products. The core product portfolio centres on the proprietary LVL (Length, Volume, Lift) Lash Lift system, which includes the original LVL Lash Lift, the newer LVL CeraLashLift ceramic-based system, and LVL Powder Lift. Complementing the lash lift range are individual lash extension treatments under the Extend brand (classic 1:1 application), SVS/Camellia volume system, Russian/Global Volume techniques, and Hybrid Lash Styling. The company operates dual sales channels: a professional Pro Shop supplying trained technicians with treatments, tools, and consumables; and a consumer Shop offering retail aftercare products like conditioning serums, lash mists, and at-home lash products. Nouveau Lashes also provides comprehensive training through its network of UK academies and online NouAcademy platform, offering certification courses in LVL Lash Lift, Extend Lash Extensions, Global Volume, and various masterclasses. The company is part of Nouveau HD Beauty Group and holds international operations across multiple countries.

Differentiator

Problem solved

Functional benefit

Brands

• LVL Lash Lift: The original lash lifting treatment system created by Nouveau Lashes, offering natural lash enhancement without extensions.
• LVL CeraLashLift
• LVL Powder Lift
• Extend Lashes
• SVS Lashes
• Express Lashes
• Hybrid Lashes

Products and services

• LVL Lash Lift The proprietary original lash lifting treatment system that creates the appearance of length, volume and lift using the client's natural lashes. Results last up to 8 weeks and treatment time starts from 35 minutes, with optional lash tinting. Sold as professional products to certified lash artists who deliver the in-salon treatment.
• LVL CeraLashLift System Advanced ceramic-based lash lifting system using a new formula with different composition from the classic LVL. Requires re-patch testing of existing clients. Positioned as breakthrough technology maintaining lash health without compromising results. Sold as professional treatment products to certified lash artists.
• LVL Powder Lift Powder-based lash lift treatment system for professional salon use, providing an alternative application format within the LVL family of lash lifting treatments. Sold to certified lash artists.
• Korean Lash Lift Korean-style lash lifting technique using the LVL system that delivers a different aesthetic result, expanding the in-salon treatment menu available to certified lash artists.
• Extend Lash Extensions Individual 1:1 lash extension application using a weight-for-weight guidance methodology for natural-looking lash enhancement lasting up to 8 weeks, with approximately 90 minutes treatment time. Sold as professional treatment products to certified lash artists.
• SVS (Camellia) Lash Extensions Semi-permanent volumetric lash extension system using the Camellia technique to create volume and fullness on clients. Sold as professional treatment products to certified lash artists.
• Russian / Global Volume Lash Extensions Advanced volume lash extension technique for creating fuller, more dramatic lash looks using multiple lightweight extensions per natural lash. Sold as professional treatment products to certified lash artists.
• Hybrid Lash Extensions Combination treatment blending classic and volume lash application techniques to deliver a balanced, textured lash look that combines elements of both styles. Sold as professional treatment products to certified lash artists.
• Express Lash Extensions & Cluster Lashes Quick-application lash extension products, including pre-made cluster lashes for rapid in-salon application. Sold to certified lash artists for time-efficient salon treatments.
• Professional Lash Supplies (Adhesives, Kits, Shields, Tools, Tints) Professional consumables and tools for performing lash treatments, including adhesives (Pro X Flex, Pro X Plus, Pro X Speed), lash lift shields (including LVL Hybrid Smart Shields), tint products, treatment kits (Start Up and Complete variants), professional tweezers and application tools, and eye pads and tape. Sold exclusively to certified lash artists via the Pro Shop B2B platform.
• Consumer Aftercare Products Retail consumer lash aftercare line including Lash & Brow Conditioning Serum, Triple Enhance Lash Serum, Replenishing Lash & Eye Mist, Lengthen & Strengthen Duo, lash extension remover, strip lashes, cluster lashes, and signature scent candle. Sold directly to end consumers through the consumer Shop for at-home lash care between salon visits.
• LVL Lash Lift Training Course Comprehensive certification training course covering the LVL Lash Lift treatment, delivered as a hybrid of online pre-study through NouAcademy and in-class practical training at one of the UK academies. From £250+VAT, with kit options available separately from £100+VAT. Grants graduates access to exclusive LVL professional products and inclusion in the Salon Finder directory.
• Extend Lash Extensions Training Course Certification training course for individual lash extension application using the Extend weight-for-weight methodology. Delivered online via NouAcademy plus a half-day in-class practical session, with case study assessment required for certification. From £250+VAT, with optional Start Up or Complete kits from £100+VAT.
• Global Volume Lash Training Course Advanced certification training course teaching Russian/Global Volume lash extension techniques for creating full, dramatic lash looks using multiple lightweight extensions per natural lash. From £250+VAT.
• Conversion Courses & Masterclasses A range of online conversion and advanced training courses for lash artists including LVL Conversion Training (from £99+VAT) for artists trained elsewhere wanting access to LVL products, Extend Skill Boost (£99+VAT), Lower LVL Masterclass (£50+VAT), Lash Lift Correction Masterclass, Lash Tinting Training, Hybrid Lash Styling Course (featuring Chloe Dixon and Aimee Clayton), and Retail Masterclass for product sales coaching.
• Lash Extensions Coaching Sessions A 2.5-hour bespoke student-led coaching session for qualified Extend or Global Volume lash artists, focusing on areas identified by the artist for development. Priced at £100+VAT and available at Yorkshire, Milton Keynes, and Purley academies.

Quantifiable outcome

• LVL treatments last up to 8 weeks
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Rakuten AdvertisingcoreGTM or Marketing PartnerRakuten Advertising hosts the Nouveau Lashes Affiliate Programme, enabling content creators, influencers, beauty editors and lash professionals to earn commission on verified retail sales through personalised tracking links. Joining is done via the Rakuten publisher dashboard.
• HD BrowsminorOthersHD Brows is the UK's #1 brow brand and sister company within Nouveau HD Beauty Group. Affiliate programme allows promoters to earn dual commission for both Nouveau Lashes and HD Brows products through a single Rakuten account.
• Guild of Beauty TherapistsminorStrategic or Co-development PartnerGuild Awards of Excellence recognises Nouveau Lashes as Best Supplier of Specific Training, indicating professional recognition within the beauty therapy industry.

Scale indicators3 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• London Lash: UK-based professional lash extension brand offering similar individual lash products, adhesives and training courses. Directly comparable in product mix, target customer (trained lash artists) and B2B e-commerce distribution model.
• Lash Perfect: UK-based competitor offering lash extensions, training academies and professional-only product distribution to certified lash artists. Directly comparable in dual B2B/B2C model, training-led GTM and lash extension category focus.
• Elleebana: Australian-origin brand and the most direct global competitor to LVL Lash Lift, offering proprietary lash lifting systems, training certification and professional consumables. Head-to-head rivalry in the lash lift category worldwide.
• Flawless Lashes by Loreta: UK/EU-based professional lash brand selling lash extensions, lifting products and training courses to certified artists. Comparable in professional certification model, training academy approach and lash extension product range.
• Eyelash Emporium: UK professional lash supply retailer offering lash extensions, adhesives, tools and consumables to trained lash artists. Comparable B2B e-commerce channel and product mix to Nouveau Lashes' Pro Shop.
• Xtreme Lashes: US-based lash extension brand offering semi-permanent lash application, professional training and aftercare products. Comparable in proprietary application methodology, training certification and professional-only product distribution.
• Borboleta Beauty: US-based lash brand offering professional lash extensions, application tools and education programs. Comparable in certified-artist distribution, training-led onboarding and emphasis on lash health methodologies.
• Refectocil: Austrian brand specializing in eyelash and eyebrow tinting products used by professional lash and brow artists. Comparable in professional-only beauty product distribution and shared salon/brow artist customer base.

Regional players

• HD Brows: Sister brand within Nouveau HD Beauty Group offering eyebrow treatments, training and products to UK beauty professionals. Comparable in identical UK academy network, professional certification model and shared Rakuten affiliate programme.
• Karen Betts: Sister brand within Nouveau HD Beauty Group offering permanent makeup training and products to UK beauty professionals. Comparable in shared parent group, training academy infrastructure and certified-artist distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCrPsSWPl2QWe6KEdVNakfvw
• Facebookfacebook.com/NouveauLashesUK
• Instagraminstagram.com/nouveaulashesuk
• TikToktiktok.com/@nouveaulashesuk
• Pinterestpinterest.co.uk/nouveaulashesuk
• Xx.com/NouveauLashesUK
• LinkedInlinkedin.com/company/nouveau-lashes-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Nouveau Lashes