Are You Pricing Your Lash Extension Services Correctly?
When it comes to owning your own eyelash extension business, you have a lot of freedom – including the ability to set your own price range. Whether you just got certified or are a seasoned lash artist, having a solid pricing strategy is crucial. To help you determine how much you should charge, NovaLash’s Global Distribution & Education Manager, Zachary Falb, shares the pricing information you need to know!
Research Other Lash Artists In Your Area
Before you set your price list, do your research. What brands are other lash artists in the area using? How often do they recommend clients return for touch up appointments? Where are they providing services? How positive are their reviews? Gaining insight from your competition can provide a good starting point when establishing average prices for lash extension services in your area – but don’t just blindly copy other artists’ pricing models. NovaLash is different, which is why most NovaLash artists charge differently than professionals trained by other brands.
Educate Customers On The NovaLash Difference
What Makes NovaLash® Award-Winning?
NovaLash extensions can last up to 8 weeks with the right aftercare, while the competition likely recommends a touch-up every 2 weeks. That’s why NovaLash artists often price their services about 50% higher than the competition. Despite the higher price point, clients will actually spend less with a NovaLash artist since they’ll pay for fewer infills. Customers will compare the average price for lash extension services in their area, so it’s important that you advertise the NovaLash difference and explain the cost and time savings you’ll provide your client.
Related: How To Share Tips With Your Lash Customers
Another important aspect of your pricing is your salon setting. Your salon should create a serene, comfortable, and memorable environment. Your client isn’t just paying for lash extensions – they’re paying for a relaxing, spa-like experience. The lash bed should have blankets, pillows, and anything else that can add to their experience – like a heated blanket in the winter or a cooling sheet in the summer. Creating an environment the client wants to return to can go a long way in fostering customer loyalty and making your customers feel that your prices are more than worth it.
Factor In The Cost Of Business
Account for any rental fees, running costs like utilities, advertising budgets, and the cost of materials. Luckily, lash services can be incredibly profitable. It costs around $8 in product to complete a full set of NovaLash extensions, yet artists can charge upwards of $200 or more for a 2-hour appointment. When calculating how much an average month will cost for your business to be up and running, follow these steps:
- Add up the rough cost of the products you’ll use on each set of lashes
- Add in the time you spend on each service and the profits you aim to achieve. This should give you an average amount you need to make each month to cover your costs and what you need to make to hit your income targets.
- Divide this number by the number of appointments you offer per month to get a rough idea of how much you should be charging.
- Make sure this is a reasonable rate – would you pay that amount for your lash service?
Red Flags That You Aren’t Pricing Your Work Correctly
Many lash artists undercharge for their work, especially in smaller towns. If you notice any of these signs, it could mean you’re not charging enough:
- You’re making a loss or just breaking even on your costs
- Customers comment that your services are cheaper than others or are impressed by how great the lash extensions are for the cost
If a customer mentions that your services are more expensive than other artists they’ve visited, it doesn’t necessarily mean you’re overcharging. NovaLash artists command a premium for their work since the results are superior compared to the competition. In these cases, it’s worth it to take the time to explain the NovaLash difference to your customers, highlighting how long clients can go between lash sets compared to the competition. However, you should be careful not to price yourself out of your local area. If you’re wondering if your prices are too high, revisit your competitive research and the cost of doing business in your area.
How Much Should I Charge If I’m A New Lash Artist?
It’s highly recommended to practice over and over (and over again!) until you are satisfied with your lashing ability before you start charging clients. “One of the biggest pitfalls newly trained lash artists make is starting to charge for their services before they’re truly ready,” says Zachary. “I recommend at least 10 practice sessions until the new artist consistently displays solid work.”
How do you know when you’re ready to start charging clients? Zachary recommends waiting until you’re confident in your application, separation skills, adhesive usage, and lash placement – and can achieve all of this within the NovaLash standard appointment time of 2 hours or less. Once you’re ready to start charging clients, be careful not to go too low. Charge what you are worth in time and brand association. Plus, when it’s time to raise your prices as your skills increase, a gradual increase is better than a large price hike.
As a lash artist, you’re offering more than lash extensions – you’re creating a memorable experience that relaxes your customers and boosts their confidence. By pricing yourself correctly, you can build a profitable business – and bring more beauty to your community. To learn more about lash extension pricing tips and tricks, sign up for a NovaLash class!