Siren & Proper
Siren & Proper is a boutique lash and brow salon operating two Michigan locations in Grand Rapids and Ada, serving local consumers with professional lash extensions, brow services, permanent makeup, and related beauty treatments delivered by appointment.
- Company typePrivate
- Founded2021
- HeadquartersGrand Rapids, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Siren & Proper does
Siren & Proper is a boutique salon founded in 2021 in West Michigan, operating two physical locations in Grand Rapids and Ada. The company specializes in lash and brow services, including full and partial eyelash extensions, fills, lash lifts and tints, brow shaping, tinting and lamination, semi-permanent makeup (microblading and ombre powder brows), body waxing, event and bridal makeup, and head spa services. Services are priced between $12 (flower girl makeup) and $650 (microblading) and are delivered by appointment only through trained lash and brow artists who are developed internally via the company's proprietary Artist EDU training program.
The company generates revenue from three streams: professional beauty services delivered in-salon, retail product sales (including its own Lash-Lite DIY kit plus third-party brands such as Fur Professional, French Girl, and RevitaBrow), and gift card sales via the Blvd platform. Bookings flow through Zenoti for online reservations and Boulevard for client account management. Go-to-market is direct-to-consumer and entirely local, with marketing concentrated on content (The Art of Extra blog, Instagram, YouTube), email, community events, and local partnerships. The company was co-founded by KL and Christina, who are credited with establishing "West MI's first Lash & Brow salon," and the brand won a 2023 West Michigan Woman Magazine Reader's Choice Award.
No proprietary software platform, data assets, AI/ML systems, patents, trademarks, or external funding were disclosed. The technology stack consists of third-party SaaS tools (Zenoti, Boulevard, Squarespace) rather than any internally developed technology product.
Siren & Proper firmographics
Firmographics- Name
- Siren & Proper
- Legal name
- Siren & Proper
- Website
- https://sirenandproper.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Siren & Proper is a boutique lash and brow salon operating two Michigan locations in Grand Rapids and Ada, serving local consumers with professional lash extensions, brow services, permanent makeup, and related beauty treatments delivered by appointment.
- Ownership category
- akta.pro rank
Siren & Proper industry classification
Industry- Product category
- Beauty Salon Services
- NAICS
- Beauty Salons (812112)
- akta.pro primary industry
- Eyebrow Shaping & Design Services (HSALAIAC)
- akta.pro secondary industries
- Powder Brows / Ombre Brows (PMU) (HSALAIAG), Eyebrow Tinting & Dyeing Services (HSALAIAD), Powder Brows & Ombre Brows Services (HSALAKAB)
Keywords
Where Siren & Proper is headquartered
LocationHeadquarters
- HQ city
- Grand Rapids
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Siren & Proper business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Professional Beauty Services: Revenue generated from appointment-based beauty services including lash extensions (full sets, partial sets, fills), brow services (shaping, tinting, lamination), permanent makeup (microblading, ombre powder brows), body waxing, lash lifting/tinting, makeup application, and head spa services. Services range from $15 for lip wax to $650 for microblading. Many services require 50% deposit at booking.
- Retail Product Sales: Sale of retail beauty products including lash aftercare products, body care items (Fur Professional products), French Girl organics, RevitaBrow growth serums, lash segment DIY kits, and other skincare/beauty products. Products sold at salon locations with 30-day return policy for unopened items for store credit.
- Gift Cards: Gift cards sold online through Blvd platform and at physical locations. Promotional offers such as $5 off every $50 purchased gift cards.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full Set Lash Extensions - 80-100% coverage, 2.5-3 hours |
| Unit Pricing | Pay-as-you-go | Partial Set Lash Extensions - 50% coverage, 1.5-2 hours |
| Unit Pricing | Pay-as-you-go | 60 Minute Fill - Maintenance appointment |
| Unit Pricing | Pay-as-you-go | 90 Minute Fill - Extended maintenance |
| Unit Pricing | Pay-as-you-go | Lash Lift |
| Unit Pricing | Pay-as-you-go | Lash Tint |
| Unit Pricing | Pay-as-you-go | Lash Lift & Tint combo |
| Unit Pricing | Pay-as-you-go | Brow Shaping |
| Unit Pricing | Pay-as-you-go | Brow Tint |
| Unit Pricing | Pay-as-you-go | Brow Shape + Tint |
| Unit Pricing | Pay-as-you-go | Brow Lamination |
| Unit Pricing | Pay-as-you-go | Brow Lamination + Tint |
| Unit Pricing | Pay-as-you-go | Microblading - Ada location only |
| Unit Pricing | Pay-as-you-go | Microblading Transfer Color Boost |
| Unit Pricing | Pay-as-you-go | Microblading Color Boost |
| Unit Pricing | Pay-as-you-go | Ombre Powder Brows - Ada location only |
| Unit Pricing | Pay-as-you-go | Body Waxing - Ada location only |
| Unit Pricing | Pay-as-you-go | Event Makeup |
| Unit Pricing | Pay-as-you-go | Bridal Makeup |
| Unit Pricing | Pay-as-you-go | Lash-Lite Full Set - Segment lash extensions |
| Unit Pricing | Pay-as-you-go | Extra Fluff Lash-Lite Full Set |
| Unit Pricing | Pay-as-you-go | DIY Lash-Lite Retail Kit |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Siren & Proper product offering
Product offeringCore offering
Siren & Proper is a boutique salon offering luxury lash extensions, brow services, permanent makeup (microblading, ombre powder brows), body waxing, lash lifting/tinting, makeup application, and head spa services through appointment-only delivery at two physical locations in Grand Rapids and Ada, Michigan. Trained lash and brow artists provide customized services with pricing tiered by artist experience level. The company also sells complementary retail beauty products (RevitaBrow, Fur Professional, French Girl, Lash-Lite DIY Kit) and gift cards.
Product overview
Siren & Proper is a boutique salon offering luxury lash, brow, permanent makeup, body waxing, skincare, and head spa services. The core service portfolio centers on eyelash extensions (Full Set, Partial Set, and Fill services), lash alternatives (Lash-Lite Segment Lashes, Lash Lift, Lash Tint), brow services (Microblading, Ombre Powder Brows, Brow Lamination, Brow Shaping, Brow Tint), makeup services (Event, Bridal, Bridesmaid), and body waxing. Services are available at two locations: Downtown Grand Rapids and Ada, Michigan. The company also retails complementary aftercare products including RevitaBrow, Fur Professional products, French Girl body care line, and Lash-Lite DIY kits.
Differentiator
Problem solved
Functional benefit
Products and services
- Full Set Lash Extensions
Quantifiable outcome
- Lash extensions last 2-4 weeks between fills with proper care
- +3 more outcomes
Companies that use Siren & Proper
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Siren & Proper technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Siren & Proper partnerships and signals
Strategic signalScale indicators3 records
Recent moves2 records
Expansion highlights4 records
Siren & Proper competitors and assessment
Company assessmentDirect peers
- Deka Lash: Multi-location lash franchise offering eyelash extensions, lifts, brow shaping, and tinting in boutique settings. Directly comparable service mix and positioning to Siren & Proper.
- Benefit Brow Bar (Benefit Cosmetics): Brow-focused service counters inside Sephora retail locations offering brow shaping, tinting, and waxing. Comparable brow-shaping service mix with strong consumer brand awareness.
- Amazing Lash Studio: Largest U.S. eyelash extension franchise with hundreds of locations offering full-set lashes, fills, lifts, and brow services. Closest scaled analog to Siren & Proper's lash-forward service menu.
- MiniLuxe: Boutique beauty studio chain offering lash extensions, brow services, nails, and skincare with retail product sales. Comparable boutique positioning, multi-service menu, and product-led strategy.
- European Wax Center: National franchise specializing in body waxing services with a membership-based recurring revenue model. Overlaps directly with Siren & Proper's body waxing offerings at the Ada location.
- The Lash Lounge: National franchise specializing in lash extensions, lash lifts, brow services, and microblading. Operates a multi-location, appointment-based model targeting the same premium female consumer with the same core service mix as Siren & Proper.
- Glamsquad: On-demand mobile beauty service offering lash extensions, brow services, and makeup at client locations. Comparable service menu and appointment-based model, differentiated by delivery channel.
- Priv Lash & Brow: Boutique lash and brow brand offering lash extensions, lash lifts, brow services, and at-home retail kits. Comparable product/service split, including proprietary retail products like Siren & Proper's Lash-Lite DIY kit.
Broad incumbents
- Sephora: Global multi-brand beauty retailer selling lash extensions, brow products, and offering in-store Benefit Brow Bar services. Sets the broader competitive context for boutique lash/brow specialists like Siren & Proper.
Emerging players
- Hand & Stone Massage and Facial Spa: National franchise offering massage, facial, and skincare services in boutique spa settings. Comparable boutique service model and member-based recurring revenue approach, with adjacent rather than directly overlapping services.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Siren & Proper social profiles
Digital presenceSiren & Proper financial estimates
Financial estimateRevenue estimate
Valuation estimate
Siren & Proper leadership team
Management profileNumber of profiles
Profiles2 records
Siren & Proper funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Siren & Proper 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 Siren & Proper
What does Siren & Proper do?
Siren & Proper is a boutique salon offering luxury lash extensions, brow services, permanent makeup (microblading, ombre powder brows), body waxing, lash lifting/tinting, makeup application, and head spa services through appointment-only delivery at two physical locations in Grand Rapids and Ada, Michigan. Trained lash and brow artists provide customized services with pricing tiered by artist experience level. The company also sells complementary retail beauty products (RevitaBrow, Fur Professional, French Girl, Lash-Lite DIY Kit) and gift cards.
Is Siren & Proper a public or private company?
Siren & Proper is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Siren & Proper founded?
Siren & Proper was founded in 2021. It employs 11 to 50 people.
Where is Siren & Proper based?
Siren & Proper is headquartered in Grand Rapids, United States, in the North America region.
How does Siren & Proper make money?
Three revenue lines are on record. Professional Beauty Services are the primary driver. The others are retail Product Sales and gift Cards.
Who are Siren & Proper's main competitors?
Direct peers on record are Deka Lash, Benefit Brow Bar (Benefit Cosmetics), Amazing Lash Studio, MiniLuxe, European Wax Center, The Lash Lounge, Glamsquad and Priv Lash & Brow. Sephora is listed as a broad incumbent. Hand & Stone Massage and Facial Spa is listed as an emerging player.
Does Siren & Proper have an API?
No public API is recorded for Siren & Proper.
What industry is Siren & Proper in?
Siren & Proper's product category is Beauty Salon Services. Its primary akta.pro industry code is HSALAIAC, Eyebrow Shaping & Design Services, with a secondary code of HSALAIAG, Powder Brows / Ombre Brows (PMU). Its NAICS code is 812112.