How to Price Lash Extensions When You're Starting Out
One of the hardest decisions when starting a lash business is deciding what to charge.
You may look at established lash artists charging premium prices and think you cannot possibly charge the same amount yet.
Then you may see beginners offering extremely cheap sets and wonder whether you need to do the same just to get clients.
The answer is somewhere in between.
Your prices need to reflect your current skill and experience, but they also need to make sense as a business.
After more than 12 years working as a lash technician in New Zealand, I have changed my own pricing many times. Your prices do not have to stay the same forever.
They can develop as your skills, speed, demand and business grow.
Don't Choose Your Prices Randomly
A common beginner approach is to look at a few local lash artists, choose a number that feels cheap enough and start there.
But pricing should be more deliberate.
Before deciding what to charge, consider:
your product costs
appointment time
business expenses
your current experience
the quality of your work
your location
local competition
the type of clients you want to attract
how much you eventually need the business to earn
Your price is not simply the cost of the lashes and adhesive you use.
Clients are also paying for your time, training, skill, equipment and the professional service you provide.
Research Lash Prices in Your Local Area
Start by looking at other lash businesses around you.
If you are based in Christchurch, research lash technicians and salons in Christchurch rather than comparing yourself only with businesses in Auckland, Australia or overseas.
Look at a range of businesses.
Compare newer home-based technicians, experienced independent lash artists and established salons.
You are not trying to copy one person's price list.
You are trying to understand the local market.
Pay attention to what they charge for:
Classic full sets
Hybrid full sets
Volume full sets
infills
removals
Also look at what is included in the service and the quality of the work being offered.
Two businesses can charge different prices for what appears to be the same service because their experience, demand, environment and results may be very different.
Should Beginner Lash Artists Charge Less?
Often, yes.
When you are genuinely new, your appointments may take considerably longer and your portfolio may still be developing.
An introductory price can make it easier to attract models and early clients while you gain experience.
But there is a difference between beginner pricing and making your services so cheap that the business cannot eventually become sustainable.
You do not need to compete for the title of cheapest lash artist in your area.
Instead, think of your beginner price as a temporary stage.
As your work improves, appointments become faster and demand increases, your prices can gradually increase too.
Models and Paying Clients Are Different
During training and early practise, you may work on free or heavily discounted models.
The purpose of a model appointment is primarily education.
You are developing your isolation, placement, adhesive control, styling and speed.
Once you are consistently producing work that you are comfortable charging for, you can move from model pricing towards normal client pricing.
If you are still developing your technique, read my guide on how to practise lash extensions as a beginner before worrying too much about creating the perfect price list.
Good technique comes first.
Calculate How Long Each Service Takes You
Time matters enormously in a service business.
Imagine two lash technicians both charge $100 for a full set.
One completes the appointment in two hours.
The other takes four hours.
They may be charging the same client price, but their effective revenue per working hour is very different.
Beginners naturally tend to take longer.
That does not mean you should rush.
Safe isolation and correct application are more important than trying to match the speed of an experienced technician.
But you should track your appointment times.
As your technique improves, you will gradually understand how much time each service realistically requires.
Know Your Product Cost Per Appointment
You do not use an entire bottle of adhesive or a full lash tray on one client.
Instead, each appointment uses a portion of many products.
For example:
lash extensions
adhesive
eye pads
tape
cleanser
micro applicators
disposable brushes
other disposable supplies
You do not need to calculate every individual lash fibre.
But having a reasonable estimate of your consumable cost per appointment helps you understand whether your pricing makes sense.
Your professional lash starter kit is only the beginning. Products need to be replaced continuously as you work.
Remember Your Business Expenses
Product cost is only one part of running a lash business.
Depending on your setup, you may also pay for things such as:
training
insurance
booking software
website costs
payment processing fees
advertising
electricity
equipment
laundry and cleaning
replacement tools
accounting or bookkeeping
rent or home business costs
This is why revenue and income are not the same thing.
If you want a better understanding of the financial side, I have also explained how much it costs to start a lash business in NZ and how much a lash technician can earn in New Zealand.
Don't Forget Unpaid Working Time
Not every hour spent on your lash business happens while a client is lying on the bed.
You may spend time:
answering messages, cleaning your studio, washing linen, ordering products, posting on social media, taking photographs, updating your website and managing bookings.
You may not charge a client directly for those minutes.
But your overall pricing eventually needs to support the time required to operate the business.
This becomes increasingly important when lashes become a serious source of income rather than an occasional side service.
Should You Charge by the Hour?
Most lash businesses advertise a set price for each service rather than presenting clients with an hourly rate.
However, thinking about your effective hourly revenue is still useful internally.
For example, if a service takes three hours and your price barely covers products and expenses, you may discover that the price is not sustainable.
You do not necessarily need to show clients an hourly calculation.
Use it as a business tool to understand your numbers.
Classic, Hybrid and Volume Don't Have to Cost the Same
Different lash services can require different amounts of product, skill and time.
Your pricing structure may therefore include separate prices for:
Classic, Hybrid, Light Volume, Volume or other specialised styles you offer.
There is no universal price difference that every lash technician must use.
Build a structure that reflects your own services.
Keep it understandable.
A potential client should be able to look at your price list and know approximately what she needs to book.
How Should You Price Lash Infills?
Infills need careful pricing because they become a large part of a regular lash business.
Think about:
how much appointment time you allocate
how frequently clients return
how much work is normally required
what condition the remaining extensions must be in
when you consider the appointment a full set rather than an infill
Make your policy clear.
For example, you may have different prices or rules depending on how many weeks have passed.
Whatever system you choose, communicate it before the appointment.
This prevents confusion when a client arrives with very little remaining and expects a quick, inexpensive infill.
Be Careful With Permanent Discounts
Discounts can be useful when used intentionally.
A temporary introductory offer may help you attract your first clients.
A model price may help you practise a particular technique.
A limited promotion may fill quieter appointments.
But constantly discounting teaches clients to wait for your next discount.
If your normal price is $100 but you almost always advertise the service for $60, clients may begin to see $60 as the real value.
Use promotions for a reason rather than because you are nervous about charging your normal price.
Don't Price Based on Confidence Alone
Many talented beginners feel uncomfortable charging money.
That feeling does not necessarily mean your service has no value.
At the same time, confidence alone does not justify premium pricing if your technique still needs significant improvement.
Look at measurable things.
Are your lashes safely isolated?
Is your attachment clean?
Is retention improving?
Can you create consistent results?
Are clients happy?
Are they returning?
Is your appointment experience professional?
Those indicators are more useful than asking whether you feel confident enough.
When Should You Increase Your Lash Prices?
There is no rule that says you must wait a certain number of months.
Consider increasing your prices when there is evidence that your business has moved beyond your original beginner stage.
For example:
your technique has improved significantly
your appointment times have improved
clients are returning regularly
your diary is becoming consistently busy
your costs have increased
your current prices no longer reflect your service
you have developed additional skills
demand is increasing
Price increases do not have to be enormous.
Small, sensible adjustments over time can be easier for both you and your clients.
How Much Notice Should You Give Existing Clients?
If you already have regular clients, communicate price changes clearly.
Do not let someone discover the new price only when it is time to pay.
Give reasonable notice and make the new price list easy to find.
You can explain simply that your pricing is being updated from a particular date.
You do not need to write a long apology for operating a business.
Clear, professional communication is enough.
Should Existing Clients Keep the Old Price?
Some lash artists temporarily grandfather existing clients onto an older price.
Others move everyone to the new price from the same date.
Both approaches can work.
Think about your numbers before promising permanent old pricing.
A client who stays with you for several years may eventually be paying a price that no longer covers your costs if you never adjust it.
If you offer an existing-client transition, consider making it temporary rather than indefinite.
Don't Copy Another Lash Artist's Prices Exactly
Another technician's pricing may look attractive, but you do not know all of her numbers.
She may have:
lower or higher expenses
different appointment times
more experience
different demand
different products
a commercial salon
a home studio
staff
different financial goals
Use competitor pricing as market research, not as your entire pricing formula.
Your business needs its own numbers.
Avoid Competing Only on Price
There will almost always be someone willing to offer lashes cheaper than you.
Trying to continually undercut competitors becomes difficult to sustain.
Instead, build reasons for clients to choose you that are not based entirely on price.
These can include:
professional results, good retention, reliable appointments, comfortable service, excellent communication, customised styling, a clean studio and a strong reputation.
Price matters.
But it is not the only thing clients consider.
Make Your Prices Easy to Find
Hiding all your prices can create unnecessary friction.
A potential client may want to know whether your services fit her budget before contacting you.
A clear price list on your booking page, website or social media makes the process easier.
It can also reduce repetitive messages asking:
“How much are your lashes?”
Your price list should clearly explain your main services and any important infill or cancellation conditions.
Your First Price List Doesn't Have to Be Your Final One
This is important.
New lash artists sometimes spend weeks trying to create the perfect price list because they think changing it later means they made a mistake.
Businesses change.
Your skills change.
Your costs change.
Your demand changes.
Your first price list is simply your starting point.
Choose sensible prices based on your current situation, monitor how the business develops and adjust when necessary.
Focus on Building Value as Your Prices Grow
Increasing your prices is easier when the quality of your business is improving at the same time.
Keep developing:
your lash technique
your speed without sacrificing safety
your styling skills
your client experience
your photography
your communication
your booking process
your reputation
The goal is not simply to charge more.
The goal is to become a better lash technician and build a stronger business that supports appropriate pricing.
Pricing Is Part of Building a Lash Business
Learning how to apply lashes and learning how to run a lash business are two different skills.
You will develop both over time.
If you are just starting, do not become obsessed with finding one magical price that guarantees success.
Research your local market.
Understand your costs.
Know your appointment times.
Choose a reasonable starting price.
Then monitor what happens.
As your skills, demand and business develop, allow your pricing to develop with them.
If you are currently trying to build your diary, read how to get your first lash clients next.
Ready to Build Your Lash Career?
If you are still at the training stage, my Online Lash Course is designed for complete beginners and teaches Classic, Hybrid and Premade Volume techniques step by step.
You'll receive lifetime access and personal support while you practise your skills and prepare to start working with clients.
