Be Illuminated

Be Illuminated runs from a suite on Morris Avenue in Union, New Jersey, and also operates an online store at shopbeilluminated.com. Clients book appointments through the business's booking page, where services are grouped into categories such as beauty bundles, dramatic and natural lash sets, eyelash extensions, eyebrows, facials, sugaring hair removal and education.

The online store stocks lash supplies for working lash artists: Silk Volume Lashes, Endless Bond adhesive, Cream Remover and Eyelash Shampoo. Silk Volume Lashes are described by the business as lightweight and comfortable with a natural-looking finish and fullness, and each tray holds 16 rows of extensions in curl types B, C, CC and J. Endless Bond is a 5 ml black adhesive made for licensed lash artists, which the business says dries in about one second and holds lashes for up to eight weeks. The business describes its Cream Remover as taking off lash extension adhesive without residue, tingling or burning.

Beyond supplies and appointments, the business offers a 1:1 Strategy Session, a personal call for beauty entrepreneurs that reviews the current business structure and builds an action plan covering pricing, marketing, client retention, content and scaling. Its Masterclass is a two-day in-person lash training for beginners and aspiring lash artists, including a professional lash kit, a detailed manual, two live model practice sessions, two months of mentorship after class and certification on completion. A VIP membership and a Lash Insider email list for deals and early access to new products are also offered.