Nina’s Mission to Make Beauty More Inclusive
When Nina first stepped into the beauty industry, she had no idea it would lead her to creating a brand that’s changing the lash game. What started as a career in nails quickly evolved into something much bigger, running a salon, teaching others, and eventually launching LustreLash, a brand designed to help everyone feel confident, no matter their situation.
Nina’s journey began with mobile beauty services, where she built a loyal client base and eventually opened her own salon. Over time, she became an educator, sharing her skills with others and launching a training academy. But the real turning point? A conversation with a client undergoing chemotherapy. “She was worried about losing her lashes,” Nina recalls. “Since semi-permanent options weren’t possible during her treatment, I suggested strip lashes, but when I looked for realistic ones, I found nothing that truly catered to people with complete lash loss.”
Realising there was a huge gap in the market, Nina started researching and sketching out designs for lashes that would work for everyone, whether they had natural lashes or not.
Since launching in December 2023, LustreLash has taken off in a big way. The brand even acquired Lashphoria, making it the UK’s largest supplier of coloured lashes. For Nina, it’s all about pushing boundaries and making beauty more inclusive. “We’re here for self-expression, creativity and confidence,” she says. “It’s been incredible to see how our products are helping people feel like themselves again.”
Nina highlights her favourite products being the Magnetic Lash Kit and Invisi Kits as she loves seeing the transformative impact on her customers and finds making such a difference in people’s lives is the most fulfilling part of her journey.
Nina’s proudest moment was winning Best Lash Brand of the Year 2024, an award she never expected to receive so soon. “When I found out we won, I just sat there for a second, taking it in. It was surreal,” Nina says. “It’s proof that when you believe in something and put in the work, incredible things can happen.”
Of course, building a brand hasn’t been all smooth sailing. From unexpected cost increases to changes in cosmetic regulations, there were plenty of hurdles along the way. “Global conflicts caused manufacturing costs to skyrocket, and at the same time, new cosmetic regulations forced us to rethink some of our ingredients. It was like the universe was testing me,” she says. “But we made it work. We found solutions, adjusted our approach, and now our products are even better because of it.”
As a business owner, Nina knows how easy it is to get caught up in constant work. But she’s learned to set boundaries and take time for herself. “I love spending time with my four dogs, travelling, scuba diving, and
even restoring antiques,” she shares. “Having these hobbies keeps me grounded.” Nina shares how her work often doesn’t feel like work due to her businesses being built around things she loves and is passionate about however she has learned the importance of setting boundaries and being self-aware of when she needs to take a break.
Nina has big plans for the future. In the next five years, she sees LustreLash becoming a household name, known not just for amazing lashes, but for being a brand that truly cares.
Her advice for anyone wanting to start their own beauty business? “Find your niche, own what makes you different, and don’t be afraid to go for it. The beauty industry is competitive, but there’s room for everyone, as long as you stay true to your vision.”
Check out LustreLash at www.lustrelash.com or follow along on Instagram: @lustrelashuk.
Discover Lashphoria at www.lashphoria.co.uk and follow on Instagram: @lashphoria_uk.
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