The Lash Lounge has hired a new chief executive officer as it prepares for expansion.

Dave Keil 

The business, headquartered in Ann Arbor, Mich., has hired Dave Keil as president and ceo. At the same time, Keil has been appointed operating partner at private equity firm Franworth, which backs The Lash Lounge, as well as Title Boxing Club, City Row, Spavia and Sweetwaters Coffee & Tea.

The Lash Lounge provides eyelash extension services, as well as brow extensions, tinting and threading and permanent makeup. A full set of lash extensions cost $200.

Before The Lash Lounge, Keil was ceo at Pure Barre, an L Catterton-backed exercise franchise. Prior to that, he was ceo at HoneyBaked Ham. Keil also held multiple roles at Ecolab Inc., as well as General Mills.

“The Lash Lounge is embracing the value of a boutique system‚ capturing the demand for specialization, focused expertise and development of a community with local ownership,” Keil said in a statement. “The Lash Lounge combines a proprietary technique and world-class service in a luxurious setting, tailored to each guest’s unique eye structure. Eye treatments have been around for millennia, as eyes are the first thing we notice about one another, and The Lash Lounge is positioned as the market leader in this emerging space.”

Founder Anna Phillips will be chief innovation officer, focusing on developing innovative products and services in the lash category. She will continue to develop the company’s stylist training programs.

The Lash Lounge is not the only expanding lash extension studio. In November, Amazing Lash Studio, which had 160 locations at the time, said it was exploring sale options and that it had 300 franchises set up.

The Lash Lounge has plans to open more than 300 more locations, with more than 100 of those opening in the next year.