When a Pink Lady Lash client opens her eyes and sees her new eyelashes in the mirror, her face lights up and there is an instant confidence boost, Owner Shelby Tarleton said.
This is one of Tarleton’s favorite aspects of the business she started in Westlake’s Davenport Village shopping center in 2016 after realizing she has a knack for lash artistry.
“I’ve always been detail oriented,” Tarleton said. “Throughout college I was doing a lot of bridal makeup, and I realized I loved the industry and wanted to go to beauty school.”
Tarleton particularly enjoyed training in lash enhancements, and once in beauty school she started focusing on that and never stopped, she said.
Pink Lady Lash offers both extensions and lash lifts. A lash lift is administered to natural lashes and is similar to getting hair permed. The formula is safe for eyes and keeps lashes in an upright position for about six to eight weeks. An extension consists of synthetic hair applied to each individual eyelash.
“Instead of using mascara, which clumps lashes together, we are accentuating every single eyelash,” she said, adding that a common misconception is that lash extensions are damaging, but when applied correctly they will continue to grow and stay healthy.
After quickly filling her schedule with clients, Tarleton began searching for a permanent shop and opened the Westlake location about a year after entering the industry. Last June she opened a second Pink Lady Lash in Cedar Park.
While opening one or two more locations in the future is a possibility, Tarleton said the team is focusing on starting its own line of lash products for distribution to other salons. Beyond expanding her brand, either through brick-and-mortar establishments or augmenting her product line, Tarleton said the staff turnover rate at Pink Lady Lash is low, a fact she attributes to the personal relationships her company fosters with clients.
“We have a really good culture here,” she said. “It’s a positive environment.”