TAKE A CHANCE

The key to growing your own brand is staying true to your ethos and not fearing failure, Nina Attfield, founder of lash brand Lustrelash, tells Erin Leybourne

What advice would you give therapists looking to launch a brand and how did your background help you scale your lash brand?

“I’d recommend prioritising customer relationships – it’s all in the detail. Focus on the finer points of your clients’ journey. People buy people; if your foundation is strong, they’ll keep coming back.

“Be human. Be real. Things can go wrong – own it, learn, and keep going. My failsafe is the three Ps: patience, perseverance, and persistence. Avoid chasing every new trend or gimmick. The latest machine or trending treatment won’t build your business; you will.

“Invest in education consistently. Learn from peers whose values align with yours. You’ll never know everything, and that’s OK. It doesn’t have to be paid-for education either. Read books, connect with peers and absorb as much free stuff as you can, as there is loads there, you’ve just got to find it. Be your own best critic. Failure is not failure – it’s redirection.

“Having worked for many years across multiple sectors, I gained a broad understanding of how businesses operate from different angles. That experience has been invaluable in building my own brands, giving me adaptability and a sharp eye for strategy.”

How did you try to fill gaps in the lash market with Lustrelash?

“I noticed a gap where retail met professional. Many products felt substandard in durability and quality. I wanted to create a line that allowed for seamless transitions between both markets, especially considering financial pressures.

“On the professional side, I focused on value and function with beautiful packaging that was designed to be reusable. I chose to print curl, thickness, and length on the lash lines (a feature I couldn’t find anyone else offering at the time) to reduce product waste and improve usability.”

What skills should therapists gain to futureproof their career?

“Health and safety knowledge is first and foremost. Also, ensure you know the legal obligations that are up to date and specific to your own business. Never assume it’s the same for all.

“Broaden your network. Relationship building can be done by attending industry conferences and events.

“Self-care is often overlooked. We can’t pour from an empty cup. Prioritise yourself as much as your clients and business.”

How can someone make a new brand stand out in today’s competitive market?

“Be prepared for failure, critique, and facing some hard truths. Growth comes from discomfort and setbacks.

“Invest, and then invest again – sometimes in strategies that don’t work. Learning what works for your brand is what’s important and sometimes this can be a loss, but it’s a valuable lesson learned. Trust the process.

“Be authentic and own your story. It’s great to be inspired by others, of course, but your own identity in your brand is what matters. You must love your product. If you wouldn’t back it 100%, don’t expect anyone else to.

What trends do you see emerging in lash artistry, and how can professionals stay ahead?

“I’m really enjoying the movement toward more natural, expressive beauty at the moment. Less heavy lash sets and safer options for clients are in, and colour and creativity are making a comeback.

“To stay ahead, I’d say be bold, innovate your own designs and be confident in your artistry. You don’t have to follow the trend – be the trend.”