LashLOVR by True Beauty Lashes
- Company typePrivate
- Founded2020
- HeadquartersIrvine, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What LashLOVR by True Beauty Lashes does
True Beauty Lashes, Inc. is a U.S. direct-to-consumer beauty brand founded in 2020 and based in Irvine, California, that designs and sells vegan, cruelty-free false eyelashes and complementary adhesives. Its catalog spans 50+ lash styles organized into collections including Natural, Glamorous, Doll-Shaped, Cat-Eye, True Fit (2026), AM to PM, Iconic, Max Impact, and Magnetic Lashes & Eyeliners, with a proprietary FAUXREAL™ synthetic fiber technology and a category-first Aloe-Infused No-Mess, No-Tears lash adhesive. Products are certified by PETA Cruelty-Free, Leaping Bunny, and 100% Vegan, and are sold primarily through the owned Shopify storefront at inspiretruebeauty.com, with additional availability through wholesale partners and prior department store distribution.
The company's flagship technology initiative is LashLovr, an AI-powered personalized lash recommendation and AR virtual try-on platform launched in February 2026 in partnership with Perfect Corp. LashLovr uses Perfect Corp.'s Virtual Try-On and Face Analyzer APIs to analyze user eye shape and facial proportions, optionally combined with a questionnaire-based input and style preferences, to recommend lashes from the True Beauty Lashes portfolio and let users preview them in real time before purchase. The tool explicitly aims to recapture first-party customer data and direct engagement lost when the brand expanded into department stores. It also serves as a product-led growth mechanism funneling users into the e-commerce store.
True Beauty Lashes operates a one-time-purchase revenue model (unit pricing plus 25%-discounted lash-and-glue bundles), supplemented by an email/affiliate/social/content marketing stack and a VIP loyalty program. It currently ships only within the U.S. with free shipping over $35, and is privately held, founder-controlled by Lisa Stroud, and bootstrapped with no disclosed institutional funding, 1-10 employees, and a stated addressable market of 242 million women globally who do not currently wear lashes due to fit uncertainty.
LashLOVR by True Beauty Lashes firmographics
Firmographics- Name
- LashLOVR by True Beauty Lashes
- Legal name
- True Beauty Lashes, Inc.
- Website
- https://truebeautylashes.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
LashLOVR by True Beauty Lashes industry classification
Industry- Product category
- False Eyelash Cosmetics
- 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
Where LashLOVR by True Beauty Lashes is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Markets served
LashLOVR by True Beauty Lashes business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- False Eyelash Product Sales: Direct-to-consumer e-commerce sales of false eyelashes across 50+ styles, including collections like Natural Lashes, Glamorous Lashes, Doll-Shaped Lashes, and Cat-Eye Lashes. Products include faux mink vegan lashes using FAUXREAL technology and magnetic lashes.
- Lash Adhesive & Essentials Sales: Sale of complementary products including the world's first No-Mess, No-Tears aloe-infused lash adhesive designed for sensitive eyes, and other lash essentials.
- Bundled Product Packages: Pre-packaged bundles offering lashes and glue combinations with savings of 25%, driving higher average order values through bundled pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard individual product pricing |
| Unit Pricing | Pay-as-you-go | Lashes & Glue Bundles - SAVE 25% |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
LashLOVR by True Beauty Lashes product offering
Product offeringCore offering
True Beauty Lashes designs and sells cruelty-free, vegan faux mink false eyelashes and complementary lash adhesives (including an aloe-infused no-tears formula) directly to consumers through its Shopify storefront. The LashLovr platform adds an AI-powered personalized recommendation and AR virtual try-on experience that helps shoppers match lash styles to their eye shape and facial features before purchase.
Product overview
True Beauty Lashes operates as a direct-to-consumer false eyelash brand offering a portfolio of over 50 vegan, cruelty-free lash styles across multiple collections (True Fit, AM to PM, Iconic, Max Impact, Magnetic). The flagship technology product is LashLovr, an AI-powered personalized lash recommendation and virtual try-on platform launched in February 2026 in partnership with Perfect Corp. LashLovr uses computer vision and recommendation algorithms to match users with suitable lash styles based on eye shape, facial proportions, and style preferences. The core product portfolio includes false lashes in various styles (Natural, Glamorous, Doll-Shaped, Cat-Eye), lash adhesives (Aloe-Infused), and magnetic lash options, all available through the e-commerce store at inspiretruebeauty.com. The LashLovr platform serves as the personalization and discovery layer that drives customer engagement and recommendations across the product catalog.
Differentiator
Problem solved
Functional benefit
Brands
- LashLovr: AI-powered personalized lash recommendation and virtual try-on platform using Perfect Corp.'s Virtual Try-On and Face Analyzer APIs.
- FAUXREAL™
- Aloe-Infused Lash Adhesive
Products and services
- LashLovr AI Virtual Try-On Platform AI-powered personalized lash matching and virtual try-on platform that analyzes eye shape, facial proportions, and style preferences to recommend lashes from the True Beauty Lashes portfolio; shoppers can preview recommended lashes in real time before being directed to the e-commerce store.
- Aloe-Infused Lash Adhesive The world's first No-Mess, No-Tears lash adhesive infused with aloe and formulated for sensitive eyes; sold standalone and in lash-and-glue bundles.
- True Fit Lash Collection A 2026 collection of false lash styles designed for personalized fit across a range of eye shapes, part of a portfolio of over 50 vegan faux mink styles.
- AM to PM Lash Collection A false lash collection designed for all-day wear, covering everyday and evening looks, integrated into the LashLovr recommendation system.
- Iconic Lash Collection A signature false lash collection featuring bold, statement-making styles, part of the broader portfolio available through LashLovr recommendations.
- Max Impact Lash Collection A dramatic false lash collection delivering maximum volume and impact, available through LashLovr's personalized recommendation system.
- Magnetic Lashes & Eyeliners Collection A collection of magnetic false lashes and corresponding eyeliners designed for tool-free application.
- Lashes & Glue Bundles Bundled offerings combining false lash styles with the Aloe-Infused Lash Adhesive at a 25% discount versus separate purchase.
Quantifiable outcome
- Users are staying longer on the site and making purchases through the LashLovr experience
- +1 more outcomes
Companies that use LashLOVR by True Beauty Lashes
Customer profileSegments1 record
Ideal customer profiles1 record
LashLOVR by True Beauty Lashes technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature4 records
LashLOVR by True Beauty Lashes partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Perfect Corp.corePerfect Corp., a global AI and AR beauty technology company, partnered with True Beauty Lashes to launch LashLovr, a personalized lash matching and virtual try-on experience. The platform uses Perfect Corp.'s Virtual Try-On and Face Analyzer APIs to allow shoppers to preview recommended lashes on their face in real time before purchasing. This API licensing partnership demonstrates how advanced beauty technology can be democratized for brands of all sizes while enabling faster market entry. The partnership addresses the fit challenge that 242 million women globally cite as a barrier to wearing lashes.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
LashLOVR by True Beauty Lashes competitors and assessment
Company assessmentBroad incumbents
- Kiss Products: Large beauty products manufacturer covering false lashes, nail, and hair tools with deep retail penetration, representing the kind of incumbent shelf-share and assortment breadth True Beauty would need to displace at scale.
- Sephora Collection: Retail-owned beauty brand selling lashes, tools, and broader cosmetics across Sephora's massive global storefront; comparable assortment and shared retail-channel context that shapes department-store negotiation dynamics for True Beauty.
- M·A·C Cosmetics: Global color cosmetics leader operating across face, lip, and eye categories including false lashes, with broad retail/professional channels and significant marketing spend that contextualize True Beauty's competitive challenge.
- Ardell: Mass-market false lash and beauty tools brand from American International Industries, dominating drugstore and beauty supply distribution with a broad portfolio directly competitive with True Beauty's 50+ styles.
Direct peers
- Eylure: Long-established false eyelash and lash extension specialist operating in both retail and salon channels, providing comparable product mix (lashes, adhesives, applicators) at accessible price points.
- Lilly Lashes: Premium false lash brand with multiple collections (natural to dramatic) selling through DTC and retail channels, competing for the same consumer wallet share with comparable SKU breadth.
- Glamnetic: DTC beauty brand best known for magnetic lashes and press-on nails, with a similar Shopify-led, founder-driven model and a focus on solving the fit/application barrier that the original LashLovr tool targets.
- Velour Beauty: Direct-to-consumer false lash brand offering a curated portfolio of natural and dramatic lash styles, mirroring True Beauty's positioning around comfortable, easy-to-apply lashes with an emphasis on fit and styling guidance.
Others
- Perfect Corp: AI/AR beauty tech vendor whose Virtual Try-On and Face Analyzer APIs power LashLovr; an enabling platform partner rather than a competitor, but a critical dependency for the brand's personalization stack.
Emerging players
- Flutter Habit: Smaller DTC lash and lash-care brand with targeted skincare-adjacent positioning; useful as a comparable for early-stage niche players pursuing the lash-application experience with limited teams.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
LashLOVR by True Beauty Lashes social profiles
Digital presenceLashLOVR by True Beauty Lashes compliance and trust
Trust signalCompliance3 records
LashLOVR by True Beauty Lashes financial estimates
Financial estimateRevenue estimate
Valuation estimate
LashLOVR by True Beauty Lashes leadership team
Management profileNumber of profiles
Profiles1 record
LashLOVR by True Beauty Lashes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LashLOVR by True Beauty Lashes 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 LashLOVR by True Beauty Lashes
What does LashLOVR by True Beauty Lashes do?
True Beauty Lashes designs and sells cruelty-free, vegan faux mink false eyelashes and complementary lash adhesives (including an aloe-infused no-tears formula) directly to consumers through its Shopify storefront. The LashLovr platform adds an AI-powered personalized recommendation and AR virtual try-on experience that helps shoppers match lash styles to their eye shape and facial features before purchase.
Is LashLOVR by True Beauty Lashes a public or private company?
LashLOVR by True Beauty Lashes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LashLOVR by True Beauty Lashes founded?
LashLOVR by True Beauty Lashes was founded in 2020. It employs 1 to 10 people.
Where is LashLOVR by True Beauty Lashes based?
LashLOVR by True Beauty Lashes is headquartered in Irvine, United States, in the North America region.
How does LashLOVR by True Beauty Lashes make money?
Three revenue lines are on record. False Eyelash Product Sales are the primary driver. The others are lash Adhesive & Essentials Sales and bundled Product Packages.
Who are LashLOVR by True Beauty Lashes's main competitors?
Broad incumbents on record are Kiss Products, Sephora Collection, M·A·C Cosmetics and Ardell. Direct peers are Eylure, Lilly Lashes, Glamnetic and Velour Beauty. Perfect Corp is listed as an others. Flutter Habit is listed as an emerging player.
Does LashLOVR by True Beauty Lashes have an API?
No public API is recorded for LashLOVR by True Beauty Lashes.
What industry is LashLOVR by True Beauty Lashes in?
LashLOVR by True Beauty Lashes's product category is False Eyelash Cosmetics. Its primary akta.pro industry code is CRABAKAC, Eyelash Tools (Curlers, Applicators) & False Lashes. Its NAICS code is 456120 and its SIC code is 2844.