FlutterHabit
FlutterHabit is a U.S. consumer beauty brand selling DIY at-home eyelash extensions and lash-care accessories directly to women through its e-commerce site, Amazon, TikTok Shop, and Sephora, using two proprietary systems — CORE adhesive-based and STICKTIONARY pre-glued — plus a subscription and loyalty program.
- Company typePrivate
- Founded2022
- HeadquartersFrisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What FlutterHabit does
FlutterHabit is a U.S.-based consumer beauty brand specializing in DIY at-home eyelash extensions and adjacent lash-care products, founded circa 2019 and headquartered in Frisco, Texas, with 11-50 employees and operating as a subsidiary of Performance Beauty Group. The company sells two primary application systems: the CORE adhesive-based system using "Made for This®" lash cluster adhesive for up to 10 days of wear, and the STICKTIONARY pre-glued line built on proprietary ProTECHt™ band technology for press-on application with up to 5 days of wear. The portfolio spans 15+ lash SKUs across styles (The Sweetheart, The Bestie, The Flirt, The Diva, Water Lily, Sweetpea, The Dreamer, and brunette variants), plus a lash-care ecosystem including PrepTECH, Lash Off™ removal spray, Foam A Friend cleanser, removal balm, applicator tools, lash serum, and undereye gel masks. Reported product efficacy claims include sub-5-minute application, up to 10+ days of wear, and damage-free removal, with the company stating 20 million pairs sold cumulatively.
The business model is multi-channel direct-to-consumer plus marketplace and retail distribution, with revenue generated from one-time product sales (price band $5-$35), a subscribe-and-save subscription program offering a free 12th order, and a tiered loyalty program called The Good Habit Club. Distribution spans the DTC website at flutterhabit.com, Amazon, TikTok Shop, and — as of July 2026 — over 500 Sephora doors with Sephora-exclusive packaging and SKUs (STICKtionary, PrepTECH, Foam a Friend, Lash Off). Marketing is anchored by a 46,000+ member FlutterHabit Family Facebook community, TikTok virality, influencer and affiliate programs, and structured referral mechanics, with the brand citing a sales velocity of one pair of lashes every 10 seconds and combined Amazon plus TikTok Shop growth of 50% in 2025 and 50% revenue growth in 2026.
FlutterHabit firmographics
Firmographics- Name
- FlutterHabit
- Legal name
- FlutterHabit
- Website
- https://flutterhabit.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FlutterHabit is a U.S. consumer beauty brand selling DIY at-home eyelash extensions and lash-care accessories directly to women through its e-commerce site, Amazon, TikTok Shop, and Sephora, using two proprietary systems — CORE adhesive-based and STICKTIONARY pre-glued — plus a subscription and loyalty program.
- Ownership category
- akta.pro rank
FlutterHabit industry classification
Industry- Product category
- Eyelash Extensions
- 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)
- akta.pro secondary industry
- Sponges, Puffs & Applicators (CRABAKAB)
Keywords
Where FlutterHabit is headquartered
LocationHeadquarters
- HQ city
- Frisco
- HQ country
- United States
- HQ region
- North America
Markets served
FlutterHabit business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase of lash extensions, adhesives, tools, and accessories through e-commerce website. Products sold as individual items and bundles with various price points ranging from $5 to $35.
- Subscription/Recurring Revenue: Subscription service offering built-in savings, free shipping, free gifts, and free 12th order. Customers can manage delivery frequency via text and edit, skip or cancel anytime.
- Retail Distribution: Products sold through Sephora's 500+ brick-and-mortar locations and online store, with Sephora-exclusive packaging.
- Marketplace Sales: Sales through Amazon and TikTok Shop platforms, which combined grew 50% in 2025.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual lash products and bundles |
| Subscription | Monthly | Subscription service for recurring customers |
| Unit Pricing | Pay-as-you-go | Sephora exclusive products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
FlutterHabit product offering
Product offeringCore offering
FlutterHabit designs and sells at-home DIY eyelash extension systems, including the CORE adhesive-based system and the STICKTIONARY pre-glued system using proprietary ProTECHt™ technology. The product line spans lash clusters in multiple styles, adhesives, removers, prep solutions, cleansers, application tools, and lash care accessories. Products are sold direct-to-consumer via flutterhabit.com, with additional distribution through Sephora, Amazon, and TikTok Shop, plus a subscription service and Good Habit Club loyalty program.
Product overview
FlutterHabit is a DIY lash extension brand offering two main lash application systems: the CORE System (adhesive-based for up to 10 days of wear) and the STICKTIONARY Pre-Glued System with ProTECHt technology (press-on application for up to 5 days of wear). The product portfolio includes over 15 distinct lash styles (The Sweetheart, The Bestie, The Flirt, The Diva, The Happy, Water Lily, Sweetpea, The Bombshell, The Dreamer, Poppy, Willow) plus brunette color variants, along with essential accessories and tools (Made for This Adhesive, Lash Off Removal Spray, Prep It, Foam A Friend Cleanser, Lash Curler, Lash Applicator, Lash Removal Balm, Lash Conditioning Serum, Undereye Gel Masks, Hypochlorous Acid Spray). The brand also offers a loyalty program (Good Habit Club), subscription service, referral program, and digital tools including a Virtual Try On and Lash Quiz. Products are sold direct-to-consumer, through Amazon, TikTok Shop, and Sephora (brick-and-mortar). The brand has sold over 20 million pairs of lashes and reports selling one pair every 10 seconds.
Differentiator
Problem solved
Functional benefit
Products and services
- STICKTIONARY Pre-Glued Lash Extension System
Quantifiable outcome
- Sell one pair of lashes every 10 seconds
- +2 more outcomes
Companies that use FlutterHabit
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
FlutterHabit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
FlutterHabit partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- SephoraflagshipFlutterHabit launched as its first brick-and-mortar retailer partner in over 500 Sephora stores nationwide starting July 20 online and July 24 in-store. The launch includes Sephora-exclusive packaging and features best-selling products including STICKtionary, PrepTECH, Foam a Friend, and Lash Off. This represents the brand's major entry into physical retail after building through DTC and marketplace channels.
- AmazoncoreAmazon serves as a major marketplace channel for FlutterHabit, enabling broad e-commerce reach with Fulfilled by Amazon logistics. Amazon sales grew 50% combined with TikTok Shop in 2025.
- TikTok ShopcoreTikTok Shop is a social commerce channel that leverages FlutterHabit's viral TikTok content for direct in-app purchases. TikTok Shop sales grew 50% combined with Amazon in 2025.
- Performance Beauty GroupflagshipFlutterHabit is owned by Performance Beauty Group, a beauty brand holding/management company that acquired or established the brand.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
FlutterHabit competitors and assessment
Company assessmentDirect peers
- Lashify: Lashify is the original at-home DIY lash extension system with patented underlash technology and a proprietary applicator. Direct head-to-head competitor in the DIY lash extension category with overlapping customer base and similar press-on/underlash application mechanic.
- Velour Lashes: Velour is a DTC-first false lash and lash extension brand offering premium faux mink lashes and recently DIY lash products. Direct competitor in the premium false-lash segment with overlapping customer demographics.
- Glamnetic: Glamnetic pioneered magnetic lashes and has expanded into press-on nails and lash extensions, sold DTC and through major retailers. Closely comparable D2C beauty brand targeting similar beauty-conscious consumers with at-home alternative products.
- Lilly Lashes: Lilly Lashes is a luxury lash brand sold through Sephora and DTC, known for high-volume dramatic lash styles popular with professionals and celebrities. Competes in prestige lash channels including Sephora, overlapping with FlutterHabit's Sephora expansion.
Emerging players
- Moxie Beauty: Moxie Beauty offers at-home lash lift kits and related DIY lash care products targeting beauty consumers seeking salon alternatives. Adjacent competitor addressing the same at-home lash care use case through a different technology approach.
- Pl Lash Bar: PLlash Bar offers press-on lash extensions designed for at-home application as a salon alternative. Emerging competitor in the DIY press-on lash segment with similar value proposition to FlutterHabit's STICKTIONARY line.
Broad incumbents
- Ardell: Ardell is one of the largest false eyelash brands globally, owned by American International Industries and distributed through mass retailers and beauty supply stores. Competes in the same false-lash category at scale but targets a more mass-market shopper than FlutterHabit.
- Tarte Cosmetics: Tarte is a Sephora-anchored mass-prestige beauty brand with eye products including mascara and lashes. Comparable Sephora prestige beauty positioning with multi-category portfolio, demonstrates the scale and shelf-share dynamics FlutterHabit aspires to inside Sephora.
- KISS Products: KISS is the dominant mass-market false lash and nail brand with extensive drugstore and mass retail distribution. Comparable product category (false lashes, adhesives, press-ons) at larger scale; FlutterHabit differentiates on premium positioning and pre-glued technology.
- Eylure: Eylure is a long-established UK-based false eyelash brand sold in mass and drug channels globally, recently expanding into DIY lash extensions. Comparable false-lash and DIY lash extension category at larger, more internationally distributed scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
FlutterHabit social profiles
Digital presenceFlutterHabit financial estimates
Financial estimateRevenue estimate
Valuation estimate
FlutterHabit leadership team
Management profileNumber of profiles
FlutterHabit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FlutterHabit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FlutterHabit
What does FlutterHabit do?
FlutterHabit designs and sells at-home DIY eyelash extension systems, including the CORE adhesive-based system and the STICKTIONARY pre-glued system using proprietary ProTECHt™ technology. The product line spans lash clusters in multiple styles, adhesives, removers, prep solutions, cleansers, application tools, and lash care accessories. Products are sold direct-to-consumer via flutterhabit.com, with additional distribution through Sephora, Amazon, and TikTok Shop, plus a subscription service and Good Habit Club loyalty program.
Is FlutterHabit a public or private company?
FlutterHabit is a private company. It is classified as corporate owned and is currently operating.
When was FlutterHabit founded?
FlutterHabit was founded in 2022. It employs 11 to 50 people.
Where is FlutterHabit based?
FlutterHabit is headquartered in Frisco, United States, in the North America region.
How does FlutterHabit make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription/Recurring Revenue, retail Distribution and marketplace Sales.
Who are FlutterHabit's main competitors?
Direct peers on record are Lashify, Velour Lashes, Glamnetic and Lilly Lashes. Emerging players are Moxie Beauty and Pl Lash Bar. Broad incumbents are Ardell, Tarte Cosmetics, KISS Products and Eylure.
Does FlutterHabit have an API?
No public API is recorded for FlutterHabit.
What industry is FlutterHabit in?
FlutterHabit's product category is Eyelash Extensions. Its primary akta.pro industry code is CRABAKAC, Eyelash Tools (Curlers, Applicators) & False Lashes, with a secondary code of CRABAKAB, Sponges, Puffs & Applicators. Its NAICS code is 456120 and its SIC code is 2844.