NovaLash eyes international growth

US eyelash extension brand NovaLash is strengthening its international presence with the opening of a UK office in Brighton, from which its European operations will be run. The Texas based company says the opening of its first international office will enable it to offer training and certification courses to lash artists in central London, in addition to providing faster product turnaround for spas and salons in Europe. NovaLash also hopes to offer monthly training sessions in other regions of England, Scotland and Ireland in 2014.

Founded in 2004 by biologist and cosmetic chemist Sophy Merszei, NovaLash is also growing the number of branded stand alone salons, known as NovaLash signature studios, globally. In addition to existing studios in Houston, Bangkok, Deli, Hong Kong and Japan, the company will soon open ones in Peru, Columbia and London, and aims to have NovaLash signature studios in major US cities, including Miami, Chicago, New York, Las Vegas and Los Angeles.

“Right now the biggest demand is still in the US,” commented Beth Fetzer, Chief Operation Officer at NovaLash. “But there is a lot of interest from Asian countries.”

Fetzer also added that NovaLash was extending its line of eyelash extension-oriented cosmetic products with a line of cream eyeshadows, which, unlike powder versions, dont create a layer of dust on the lashes. The long wear shadows will launch in the first quarter of 2014 and will come in kits comprising three shades and a regular sized eyeliner, costing $45.