For Kasey Jackson and her husband, Tim, their Lenexa-based DIY eyelash extension company has become a lucrative venture, and part of its allure is their authenticity.
FlutterHabit launched in mid-2019, and in less than a year, it reached $1 million in sales. The following year brought “a few million,” and this year, the Jacksons expect sales to grow 300-400%, Kasey Jackson said.
“We’re pinching ourselves all the time,” she said. “My husband will look at me sometimes and be like, ‘How does it feel to know that your little eyelashes idea is now the career of dozens of people?’ It’s baffling to me. It’s really cool to see it explode and grow.”
The idea for the company was born out of frustrations she experienced with professional eyelash extensions. Every session was about two hours, and the upkeep required visiting the salon every two to three weeks. As a mom, the time commitment and cost wasn’t sustainable, she said.
“But I loved the look that eyelash extensions gave me," Jackson said. "I didn’t have to wear any other makeup. I could just wake up and go.”
Jackson started experimenting with strip eyelashes at home, but they looked fake, and she was lucky if they lasted a full day. So she set out to create affordable DIY high-quality extensions that last at least five days. She collaborated with manufacturers and tweaked samples. The quick-drying glue formula, which is eight times the viscosity of typical eyelash glue, took nearly two years to perfect. When the faux eyelashes are removed, the glue doesn’t damage the real lashes.
Designing the first set of lashes took about a year. They feature bands that are thick enough so the glue doesn’t seep through, but are light enough to stay glued underneath the lashes, versus on top, for a natural look. Customers can buy products individually or as part of a subscription, which includes a discount.
Jackson, a former insurance sales agent, started marketing the eyelashes on social media.
“It grew on Instagram and kind of exploded,” she said. “We could not keep product in stock the first year because they were selling out so quickly.”
The pandemic delivered a brutal hit, she said. For nearly two months, the factory producing FlutterHabit's products shut down. Right before that happened, a social media influencer with more than 1 million followers had promoted the company’s line.
“We had this crazy demand, and we could not meet it,” Jackson said.
At one point, FlutterHabit released 500 units online and sold out in minutes. Customers were frustrated. As she and her husband discussed how to handle the situation, they decided to tackle it head-on using Instagram.
“We explain things face to face and own up to what we’ve got going on, and that’s really resonating with our customers,” she said. “I don’t want to hide anything. I want our customers to trust us, and I want them to know that we’re real people. We’re a small business here trying to handle this overwhelming growth. I think (that honesty) has been really great for our brand.”
Another time FlutterHabit ordered 100,000 units of its original-style eyelashes, but nearly all of them were 2 mm too short. Although most customers probably wouldn’t have noticed, the Jacksons wanted to be upfront and sent an email to customers explaining what happened.
“It was nerve wracking as a young business trying to make that decision,” Jackson said. “But we want people to trust us and know we’re doing the right thing.”
Jackson thinks their authentic and honest approach is driving customer loyalty. And the shorter lashes are now called the Happy Medium — one of the company's best-sellers. In November, FlutterHabit’s eyelash line will be available at retailers.
"Our vision is to make that confidence that comes with a good set of lashes affordable and accessible to everyone," she said.
