The Lash Reckoning: Why This Generation is Rethinking the Lash Industry and Demanding Better

By Valerie Goodew Celebrity Lash Artist, Beauty Consultant & Industry Advocate

In a world where aesthetics drive identity and beauty services are a form of personal autonomy, lashes have long held an intimate power. They frame the gaze, define presence, and reduce reliance on makeup. But if we’re honest we’re in the midst of a lash reckoning.

Lash extensions, once hailed as a high-glam solution for the modern woman, have experienced a slow but visible decline.

What was once an explosive beauty movement is now facing critical questions: Why don’t people have lashes right now? What broke down? And more importantly - how do we fix it?

Post Facial Lash Extension Application - Signature Combination Service

As a beauty consulting firm, a lash artist with over a decade of experience, and a former client who once sat in the very chair I now command, I offer this: It’s time we bring light to the fractures in the lash world not just to critique them, but to elevate the industry to the global and professional standard it deserves.

The Industry Grew Too Fast Without Structure

When lashes first boomed in the early 2010s, the rush was unprecedented. The results were transformative, retention lasted a couple weeks, and clients were hooked. But the meteoric rise of lash services happened with little infrastructure to support it.

There were no unified education platforms. No standardized protocols for fills, cleaning, prep, or retention expectations. In 2025, many states still have no distinct regulations for lash extensions, lumping them under esthetics despite the vastly different scope of technical work and health risks.

According to The American Association of Cosmetology Schools, less than 5% of U.S. states require a dedicated certification in lash extensions as of 2024. The rest rely on independent trainings or self-led education creating a massive discrepancy in skill, safety, and service quality.

From Hygiene to Viral Culture: A New Kind of Beauty Crisis

Let’s address the elephant in the room. Consumer trust is eroding. Between trending lash “cleaning” videos, satisfaction-based mite removals, and lash horror stories, the public has grown weary. These clickbait appointments are creating content, not care. And they distract from the real issues: uneducated clients yearning for a ubetter experience, unclean tools, unsealed fans, improper adhesive bonds, allergic reactions, and lash loss.

The average client doesn't know:

• That they need to cleanse lashes daily with a lash-safe foaming cleanser

• That retention is directly tied to humidity control and adhesive curing

• That improper prep like skipping a primer or using the wrong base solution can result in bacterial build-up

• That without post-service sealing or nano misting, their retention window shrinks dramatically

We are using their faces as experiments not rituals. That needs to change.

Elevating the Process: Technical Solutions for a Modern Lash Era

Here’s what the new generation of lash professionals is doing right and what must become industry standard…

Using Binders and Retention Boosters Thoughtfully

Professional adhesives are only part of the picture. Bonders like Superbonder or Retention Maximizers rebalance the pH of the natural lash after application, sealing the glue while maintaining flexibility. These products reduce irritation and help extensions resist shock curing meaning longer retention and fewer allergic responses. (Source: Lashbase UK, 2024).

Primer Isn’t Optional; It’s a Prep Ritual

Before any lash extension application, primer should be used to dehydrate and clean the lash surface, removing oil, dust, and residue. But more importantly, quality primers now often include nourishing ingredients (like panthenol and amino acids) that support long-term lash health instead of stripping them dry.

Nano Misters & Hygrometers: Science Meets Art

Humidity directly affects how fast your adhesive cures. Nano misters are not just a spa-like add-on, they help cure adhesive safely by introducing micro-fine water particles into the lash zone, reducing irritation while setting the bond. Paired with digital hygrometers in every lash room, this combination ensures consistent, safe, and optimized lashing. (Source: Sugarlash PRO, 2025).

Lash Serums and Growth Treatments as Maintenance, Not Repair

Clients are now educated enough to ask about long-term lash health. Brands like RevitaLash, GrandeLASH, and Vegamour have made lash care part of the home routine. As artists, we must integrate this knowledge into our aftercare, turning our services into full-spectrum lash wellness, not just temporary enhancement.

The Consumer Is Waking Up And Demanding More

Beauty consumers in 2025 are smarter, more skeptical, and more empowered. According to The Business of Fashion & McKinsey’s 2025 State of Fashion Report, over 62% of beauty clients value technical expertise and transparency over trendiness and social proof.

They’re no longer impressed by an Instagram grid. They want to know:

• What adhesive you’re using

• What your cleaning protocols are

• If your tweezers are sanitized

• Why their lash line keeps getting red

• What’s in the foam you’re washing them with

And if you can’t answer those questions clearly, with education and care they’re going to walk. Or worse, go online.

As a Beauty Consultant, This Is My Thesis: We Need Universal Lash Standards

The time has come for national and even global lash regulation. Nudging my good friend Jin Mi owner of Olympia School of Advanced Skincare in Olympia Washington. Revolutionizing access to beauty standards that proceed typical regulatory standards. She is pushing towards a new unified, future where there are correct standards in place for current and future estheticians.

We need:

• Unified training curriculum based on science, sanitation, and artistry

• Lash-specific certifications backed by state boards, not just private courses

• Clear guidelines around adhesive safety, proper mapping, and sanitation

• Ongoing education for artists and clients

This is what my consulting practice is advocating for: not just branding, not just booking, but better. Real artistry. Real results. Real retention and above all respect for the client and their body.

The Final Word: Rebuilding Trust, One Lash at a Time

“No lashes” isn’t a trend it’s a symptom. A reflection of a fractured industry that needs more accountability, more artistry, and more education.

But the good news? We’re already doing the work. A new generation of artists, consultants, and studios are stepping up not just to lash, but to lead.

We’re investing in quality adhesives, real hygiene, ethical education, and transparent services. We’re pushing back against clickbait, against hustle culture, and against misinformation.

Because we know: when lashes are done right, they are one of the most luxurious, empowering beauty rituals a person can experience.

We’re not here to chase trends. We’re here to set the standard.

And we’re just getting started.