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Entrepreneur Helps Lash Business Boom, Eyes Skin Care

The fake eyelash category is out performing most cosmetics sectors, but one company founder thinks there are still dollars left on the table and she has an item to remove obstacles in the growth path.

The artificial eyelash business has been a sales engine for the beauty industry. While many categories are registering low-single-digit gains, sales of fake eyelashes and glue soared 31 percent for the 52-week period measured by IRI and ending Dec. 2. And that doesn’t even include sales through professional doors.

“YouTubers have really driven this look through their tutorials,” said Janelle Friedman, founder of GoodJanes. Despite the escalating sales, Friedman said there are dollars left on the table for a simple reason — women are still not confident applying faux lashes. Friedman left her role as a chief operating officer of a Dallas law firm to remove that obstacle.

Her first product was the Kiss My Lash mirror, a triple-angled mirror engineered so the user can view their upper lash line from above and below at the same time. While that may seem a niche market, Friedman has sold out of the $19.99 mirror, which also comes as a $29.99 bundle with a special stand on Amazon, three times since launching in late 2018. She said users are both professional makeup experts and novices.

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Friedman broadened into lashes in both silk and mink retailing for between $8.95 for the Angel Wings silk lashes to $55.95 for the I Woke Up Like This mink option. GoodJanes also offers items such as lash curlers, facial sponges, mascaras and essential oils.

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Now, Friedman is adding skin care to her portfolio as an avenue to fill what she needs as a gap in the market. “I created GoodJanes because I had a hard time finding natural beauty products that fit my needs, a process that took over four years,” she said. She also added distribution beyond to offering some of her products on Amazon.

GoodJanes Eyes Growth in Artificial Lashes
GoodJanes is expanding into skin care.

At first blush, skin care might seem far afield from lashes, but Friedman said there is synergy in the categories. The skin-care lineup includes cleansers, hydrating cleansing balm, oatmeal body scrub, antiaging serum, a charcoal cleanser and a TSA-approved travel kit of five key items. Prices range from $23.95 to $79.95.

Friedman is gearing up for physical store distribution, a goal she’s set for this year. “Having GoodJanes in retailers will let us reach more individuals and give them better access to the products. With this availability, people will get a hands-on experience of seeing and learning what’s going to be applied to their skin with GoodJanes,” she said.