Eye Design New York

What Eye Design New York does

Eye Design New York, operating under N&M Beauty Corporation, is a private semi-permanent makeup and lash extension studio founded by Nadia Afanaseva. The company operates two physical studios: a flagship Manhattan location on East 57th Street and a Beverly Hills location on N Bedford Drive. It serves an affluent female client base seeking low-maintenance brow, lash, and lip solutions, with secondary segments in medical/aesthetic needs (alopecia, chemotherapy hair loss), men's grooming, and beauty professionals seeking advanced training.

The company's core technology is rooted in proprietary cosmetic enhancement techniques rather than software or hardware: Kim's Effect lash extensions (exclusive worldwide), Russian Volume (pioneered in the U.S. in 2013), Powder Effect microshading, a six-pigment mineral microblading line matched to the Fitzpatrick Scale, and FibroBlast non-surgical eyelid lift. Procedures are performed by technicians tiered as Advanced, Senior, or Master, with pricing scaled accordingly. The business operates three integrated revenue streams under the Eye Design brand: in-studio services (one-time procedures plus 6-18 month touch-up cadence creating recurring maintenance revenue), Eye Design Store e-commerce distributing 40,000+ professional beauty products worldwide, and Eye Design University/Trainings, which has certified over 5,000 beauty professionals in proprietary methods.

Go-to-market is direct-to-consumer with a strong earned-media and social layer. Customers book via phone, SMS, or a self-serve online booking system. Marketing relies on founder-led content (Instagram, YouTube, blog), coverage in outlets such as Allure, Vogue, InStyle, and Vice, and a Brand Ambassador Program. The company has served 30,000+ customers over the past five years and counts 500+ VIP clients including celebrities. Ownership appears founder-controlled with no disclosed institutional capital.

Name

Eye Design New York

Legal name

N&M BEAUTY CORPORATION

Website

https://nadia-afanaseva.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Eye Design New York is a private semi-permanent makeup and lash extension studio operating flagship locations in Manhattan and Beverly Hills. Founded by Nadia Afanaseva, it serves affluent women with proprietary brow, lash, lip, and FibroBlast procedures, alongside training and e-commerce subsidiaries.

Ownership category

akta.pro rank

Product category

Permanent Makeup and Eyelash Extension Beauty Services

NAICS

Beauty Salons (812112)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eyebrow Shaping & Design Services (HSALAIAC)

akta.pro secondary industries

Combination Brows Services (HSALAKAC), Eyeliner Tattooing Services (Upper/Lower/Winged) (HSALAKAE), Eyebrow & Eyelash Training (Brow Design/Lash Extensions/Lifts) (HSALANAG), Permanent Makeup Pigments & Supplies (Microblading/PMU Pigments, Aftercare Color Products) (CRABACAI), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)

Keywords

• Permanent makeup services
• Microblading eyebrows
• Eyelash extensions
• Beauty professional training
• Professional beauty supplies

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Beauty Services: One-time service fees for semi-permanent cosmetic procedures (microblading, eyelash extensions, lip treatments, eyeliner). Results last 1-3 years, requiring touch-up appointments for maintenance, creating periodic recurring revenue from existing clients.
2. Touch-up and Correction Services: Follow-up appointments for touch-ups (4-6 weeks post-initial) and long-term maintenance (every 6-18 months). Correction services for old permanent makeup from other studios.
3. Eye Design Store (E-commerce): Online store selling professional beauty supplies including aftercare products (Eyebrow Elixir), permanent makeup supplies. Inventory of 40,000+ products with same-day shipping and worldwide delivery.
4. Eye Design University (Training): Professional training programs for beauty professionals. Master Class workshops teaching techniques including Russian Volume, microblading, and proprietary methods.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Eye Design New York is a premium semi-permanent makeup and eyelash extension studio offering brow services (nanoblading, microblading, powder/ombre brows, brow shaping and tinting), lash services (Russian Volume and proprietary Kim's Effect eyelash extensions), permanent lip and eyeliner makeup, permanent makeup removal, and non-surgical FibroBlast eyelid lifts. The studio complements in-person services with a professional beauty supplies e-commerce store (Eye Design Store, 40,000+ SKUs) and beauty professional certification programs (Eye Design University / Trainings) that have trained over 5,000 students.

Product overview

Eye Design New York is a semi-permanent makeup and beauty studio offering a comprehensive range of eyebrow, eyelash, and lip enhancement services. The core offerings include microblading and nanoblading techniques for eyebrows, powder/ombre brows, eyelash extensions using the proprietary Russian Volume technique, permanent makeup for lips and eyeliner, and non-surgical eye lift procedures using FibroBlast technology. The studio, led by founder Nadia Afanaseva, also provides aftercare products like the Eyebrow Elixir, operates a professional beauty supply store (Eye Design Store) with 40,000+ products, and offers training programs that have certified over 5,000 beauty professionals. The studio has served more than 30,000 customers and maintains locations in New York (Manhattan) and California (Beverly Hills).

Differentiator

Problem solved

Functional benefit

Brands

• Kim's Effect: Proprietary eyelash extension technique developed by Nadia Afanaseva, featuring intense volume with varied length throughout for a fluttery and feminine lash look. Currently the #1 requested service at Eye Design.
• Powder Effect

Products and services

• Nanoblading Innovative semi-permanent eyebrow solution using nanoblading technique for sparse, over-plucked, and over-waxed eyebrows with lasting results; offered at Eye Design New York and Beverly Hills studios.
• Microblading Manual method of implanting pigments in the epidermis to create hyper-realistic hair-like strokes for natural, fuller eyebrows; priced from $690 (Advanced Technician) to $1,600 (Master Technician).
• Powder/Ombre Brows Semi-permanent brow solution using pin-dot pigment application to create an ombré/powder effect that enhances and defines natural brow shape; same pricing as microblading tiers ($690-$1,600).
• Brow Shaping & Tinting Professional brow shaping and tinting service to enhance and define the natural eyebrow appearance.
• Eyelash Extensions Premium eyelash extensions with customized volume, color, and effect using the Russian Volume technique; offered in Natural, Glamour, Dramatic, and exclusive Kim's Effect levels (from $200 to $500 per full set).
• Permanent Makeup Lips Semi-permanent lip makeup including lip color enhancement, symmetry correction, and ombré technique for a freshly applied makeup look lasting 12 months or longer ($1,100-$1,600).
• Permanent Makeup Removal Combined laser and saline removal service to correct asymmetrical, incorrect color, or poorly executed permanent makeup from prior procedures.
• Non-Surgical Eye Lift (FibroBlast Eyelid Lift) Non-invasive FibroBlast technology procedure tightening sagging skin on upper eyelids and reducing wrinkles; 30-60 minute sessions with results lasting 2-3 years, costing up to 10x less than cosmetic surgery.
• Eye Design Eyebrow Elixir All-natural aftercare product made with grapeseed oil, castor oil, almond oil, Vitamin A, and Vitamin E for nourishing and strengthening brows post-microblading.
• Eye Design Store (Professional Beauty Supplies) E-commerce distribution arm selling permanent makeup, eyelash extension, brow, and lip makeup supplies; inventory of 40,000+ products with same-day shipping and worldwide delivery.
• Eye Design Training Programs (Eye Design University) Professional training and certification programs teaching beauty professionals six methods of Volume application, Microblading manual technique, 12 eyelash extension effects, and Shadow permanent makeup method; over 5,000 students certified.

Quantifiable outcome

• Results last 4-7 weeks for eyelash extensions, 1-3 years for microblading/permanent makeup
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Benefit Cosmetics Brow Bars: Larger beauty brand with dedicated brow service bars inside Sephora and standalone locations globally. Competes directly with Eye Design on brow services but as part of a broader cosmetics brand portfolio rather than as a specialty studio.
• Anastasia Beverly Hills: Major beauty brand that effectively mainstreamed the modern brow category with products, tools, and brow shaping services. Indirect competitor for brow services; Eyebrow Elixir and pigment products compete in the supply channel.
• European Wax Center: National franchise in beauty services with hundreds of U.S. locations. Comparable service-based franchise model in adjacent personal care services (waxing, skincare), though not direct overlap with semi-permanent makeup.

Direct peers

• The Lash Lounge: Franchise chain offering eyelash extensions, brow services, and permanent makeup. Overlaps with Eye Design on brow shaping and lash extensions with comparable premium positioning, but operates a franchise model rather than founder-owned studios.
• Amazing Lash Studio: National franchise specializing in eyelash extensions with hundreds of U.S. locations. Direct peer in service category, target customer (women seeking low-maintenance beauty), and premium pricing model, though Eye Design is independent and founder-led rather than franchise-scaled.
• Microblading LA: Independent permanent makeup studio specializing in microblading, ombre powder brows, and lip blush. Direct service-category peer operating in a similar high-end market segment, with comparable training and celebrity clientele positioning.
• Bella Lash: Lash extension brand combining professional training programs, supplies distribution, and finished products. Closely mirrors Eye Design's training-plus-retail revenue model in the lash category, with similar global training footprint.
• Browtastic: Independent microblading studio chain operating in multiple U.S. states with services similar to Eye Design (microblading, ombre brows, lip blush). Direct competitor in the premium microblading category with comparable service menu and pricing.

Emerging players

• Starpil Wax & Beauty: Beauty supplies distributor with strong professional training and certification program for estheticians. Comparable to Eye Design University/Store combination in serving professional beauty practitioners with supplies and education.
• SugarLash LA: Professional lash extension supply brand with global distribution and training programs. Overlaps with Eye Design Store on lash supplies and with Eye Design University on training, though SugarLash does not operate studios.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCo9UZHkmtm0wPd3cLdCKFxg
• Facebookfacebook.com/eyedesignnewyork
• Instagraminstagram.com/nadia_afanaseva

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Eye Design New York