LashLife by Zoe Beauty is South Africa’s first DIY lash-extension system, designed to give you professional-looking lash extensions in minutes that last up to five days – no strips, magnets or damage. Founder and CEO Nirasha Murugan tells Glamour about the exciting journey she embarked on in 2021 to create a proudly local, revolutionary, cruelty-free and safe- for-sensitive-eyes product.
GLAMOUR: What inspired your business idea, and how did you start?
Nirasha Murugan: I’ve loved everything about beauty since I was a little girl. I love how lash extensions look, but as a working mom of two, visiting a salon to have my lashes done for two hours every fortnight wasn’t an option. Watching the Met Gala a few years ago, I noticed these amazing eyelashes celebrities wore on the red carpet. I searched everywhere for something similar, only to realise that lash system wasn’t available anywhere in Africa. So, I embarked on a mission to create a revolutionary product for myself and my South African sisters. After months of testing samples and trial and error, I started LashLife in my spare bedroom in 2021.
G: What challenges have you faced?
NM: One of the most significant has been protecting the LashLife brand and its intellectual property.
G: What’s the most rewarding part of running your business?
NM: Wow, I could go on for hours talking about this! The feedback from our customers – LashLife receives the most amazing reviews daily. I love that the brand is improving many women’s lives with a simple, affordable product that instantly enhances natural beauty. Another rewarding aspect is having the opportunity to create a proudly South African brand that’s inclusive and reminds girls like me that we’re perfect, even with our flaws and insecurities.
G: What are your customers most pressing needs?
NM: They love eyelashes, but many want a more natural-looking longer-wearing alternative to strip lashes. That’s where salon lash extensions come in, but not everyone has two hours every two weeks to spend at at salon. Traditional salon lash extensions are also unsuitable for sensitive eyes due to harsh chemicals in the glue. And lash extensions can harm your natural lashes if you don’t apply them properly. Our customers need affordable, convenient, non-damaging lashes suitable for every lifestyle.
G:Why did you choose to create a lash line? And what makes it unique?
NM: I saw a gap in the market to create a lash line that’d revolutionise how South Africans use lashes. LashLife gives you salon-quality lash extensions you can apply swiftly in the comfort of your own home. You can wear them for one day or up to five days at a time. LashLife is literally everything you’d want from a lash product and more. You can apply our lashes underneath your natural lashes using our specially formulated adhesive, which doesn’t contain cyanoacrylate and formaldehyde, resulting in a flexible, water-resistant bond. It’s a decent alternative for those allergic to salon lash-extension glues. You can easily remove these lashes at any time using an eye-safe oil, so there’s no need for a special remover. The best part is that you can clean and reuse these lash segments multiple times, making them affordable.
G: What is it about lashes that make you feel beautiful and elevate your entire appearance?
NM: Lashes enhance your face’s natural beauty. I love playing around with different lash styles and lengths to create looks for every occasion. I wear shorter, natural lashes during the week and on a Fridays I’ll pop two extra-long lash segments on the outer corner of my eyes to create a cat-eye look for the weekend.
Purchase the lastest issue of Glamour, to read the full article.
Here’s how to apply your LashLife extensions in minutes
@lash_life_za Have you seen the hundreds of verified reviws on our site?😍😍 #lashlife #southafricaslashrevolution ♬ Aesthetic - Tollan Kim
