Can You Trust Everything You Read in Beauty Industry Forums?

Can You Trust Everything You Read in Beauty Industry Forums?

Can You Trust Everything You Read in Beauty Industry Forums?

Transparency, education and the responsibility we all share in building a stronger professional beauty industry.

If you’ve been in the beauty industry for any length of time, chances are you’ve found yourself scrolling through a Facebook group looking for advice or community.  Perhaps you’ve searched for the best lash lift system.  Maybe you’ve asked for recommendations on brow lamination products.  Or perhaps you’ve been trying to troubleshoot a treatment and were looking for guidance from technicians who have “been there before.”

Online communities have become one of the most powerful educational tools our industry has ever seen.  Every single day, thousands of beauty professionals ask questions, share experiences, celebrate successes and support one another through challenges.  At their very best, these forums create something incredibly valuable – a global community of professionals learning together.

But they also raise an important question.

How transparent are the conversations we’re reading?

Every Forum Has a Perspective

Not every online community is created equally.  Some forums are completely independent.  Others are owned by distributors, educators, retailers or manufacturers.  Some are operated by salon owners.  Others exist specifically to support customers of a particular brand. None of these models are inherently wrong.

In fact, many brand-operated communities provide exceptional education, customer support and technical assistance that genuinely help beauty professionals grow their businesses.

The important point is simply this:

Understanding who owns the conversation helps you understand the perspective behind it.

Just as we would consider the source of a news article or product review, it’s equally valuable to understand the context behind online discussions.  Transparency allows professionals to make informed decisions.

Recommendations Are Powerful

One of the most common questions asked in beauty forums is remarkably simple.

“What’s everyone’s favourite lash lift brand?”

Or…

“Which brow lamination system would you recommend?”

The beauty of these questions is that there is rarely one correct answer.  Different technicians work in different climates.  Different salons serve different clientele.  Different educators teach different application techniques.  Different businesses value different features.

The collective experience of hundreds – or even thousands – of professionals creates an incredibly valuable resource.  That value depends on something very important.

Authenticity.

The more genuine the discussion, the more useful it becomes for everyone reading it.

Moderation Versus Influence

Every professional community requires moderation.  Spam should be removed.  Personal attacks have no place in professional discussion.  Unsafe advice should be corrected. Misinformation should be challenged.  These responsibilities help create healthy communities.

Where things become less clear is when moderation begins influencing/editing or even altering the conversation itself.

If opinions, people, brands or experiences are selectively promoted – or selectively removed – the discussion may no longer reflect the genuine experiences of the professionals participating.  Whether intentional or not, this can influence purchasing decisions, education choices and perceptions of products.

For many salon owners, online recommendations directly impact where they invest their time, money and trust.

That’s why transparency matters – and who does it matter to – the salons reading these forums.

Our Own Commitment to Transparency

If we’re encouraging transparency within our industry, then we believe it’s important to begin with ourselves.  At Elleebana, we actively invest in supporting beauty professionals wherever they choose to seek help.

We have a dedicated team of educators, customer service specialists and technical support representatives whose role extends far beyond answering emails and telephone calls.  Our team regularly participates in professional beauty forums and online communities.

Why?

Because we know that many technicians naturally ask questions in these spaces before reaching out directly and we want them to be able to receive the full and correct story from us where possible.

Whether someone needs assistance with processing times, troubleshooting a lash lift, understanding brow lamination chemistry, selecting the correct shield, or finding appropriate education, we want reliable technical guidance to be readily available.

We don’t believe support should only exist behind our customer service inbox.  It should exist wherever professionals are asking questions.

That investment is deliberate.  It forms part of our commitment to education and commitment to the industry.

An Industry-Wide Practice

It’s also important to acknowledge something that many professionals may not realise.  Across our industry, it is common for brands to have educators, ambassadors, distributors, trainers and experienced salon professionals participating in online discussions.

Some are direct employees.  Some operate independent salons.  Some are contracted educators. Others may receive products, sponsorship, commissions or other forms of commercial support from the brands they represent.

There is absolutely nothing inappropriate about this.

In fact, these professionals often provide outstanding technical support and valuable educational insight.

The issue isn’t participation.

The issue is transparency.

Knowing when advice comes from someone representing a brand doesn’t diminish the value of their expertise.  Instead, it simply provides important context that allows readers to consider recommendations with a full understanding of the relationship involved.  Transparency strengthens credibility.

It doesn’t weaken it.

Confidence Doesn’t Need to Silence Competition

One of the things we’ve always believed at Elleebana is that confidence in your products shouldn’t require limiting discussion about others.  Healthy competition drives innovation.  Open conversations drive education. Professional comparison encourages continual improvement across our entire industry.

Every manufacturer learns.  Every educator evolves.  Every technician benefits.  No single product will be perfect for every salon.

No single educator will suit every learning style.  No single technique will achieve the best result for every client.  That’s exactly why open discussion is so valuable.

The best products consistently earn their reputation through performance – not through controlling the conversation.

How to Read Online Recommendations More Critically

The next time you’re researching a product or reading a discussion online, consider asking yourself a few simple questions:

  • Who owns or moderates this community and what brands do they distribute or sell?
  • Are commercial relationships openly disclosed?
  • Are multiple brands discussed respectfully?
  • Are differing opinions welcomed?
  • Is advice educational, or purely promotional?
  • Am I seeing a balanced range of experiences?
  • Are posts being deleted edited or altered by the forum owners?

These questions aren’t designed to create scepticism.  They’re designed to encourage informed decision-making.  As professionals, we owe ourselves that.

Building an Industry We Can All Be Proud Of

The beauty industry has always been at its strongest when professionals support one another.  When educators openly share knowledge to support these salons.  When technicians celebrate each other’s success.  When innovation is encouraged.  When respectful discussion is welcomed.

When transparency builds trust.

At Elleebana, we’ll continue investing in education, technical support, research and innovation.  We’ll continue participating in professional communities because we genuinely enjoy helping technicians succeed – but some of our teams have been actively removed or prevented from commenting with our assistance in some communities.

We will continue believing that informed professionals make the very best decisions – not because they’ve been told what to think, but because they’ve been given access to honest information, diverse perspectives and respectful conversation.

Because ultimately, the strongest brands don’t need to control the conversation.

They simply need to earn their place within it.

What do you think?

We’d love to hear your thoughts. Have online beauty communities helped shape your career? What do you value most when seeking advice from fellow professionals? Join the conversation – we believe the best discussions are the ones where everyone has the opportunity to contribute.

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From Australia to New York: Sharing Lash & Brow Innovation Across the Globe

From Australia to New York: Sharing Lash & Brow Innovation Across the Globe

When a brand has been shaping an industry for more than 30 years, travel becomes part of the story.

For Elleebana, 2026 has already been a year defined by connection, education, and innovation across the globe. From Japan to Slovenia, Greece to New York, our mission remains the same: to elevate the lash and brow industry through world-class education, meaningful experiences, and a passion for continual evolution.

Most recently, the Elleebana team travelled to New York City for two exciting events that brought together artists, educators, and industry leaders from across the United States and beyond.

A First for New York: The USA Educator Symposium

For the very first time, Elleebana hosted its USA Educator Symposium in New York City, a day dedicated to education, collaboration, and empowering our educator and distributor network.

Set in the beautiful Midtown Loft & Terrace, the symposium began with exclusive product knowledge and advanced technique sessions led by Elleebana Founder Otto Mitter and Master Educator Paige Langley. Designed specifically for our USA educators, these sessions offered a behind-the-scenes look at the latest innovations from the world’s most popular lash lift brand, including advanced Korean lash lift applications and future developments within the Elleebana brand.

As Elleebana continues to expand its global education footprint, Otto emphasises the importance of bringing educators, artists, and industry professionals together to elevate standards and inspire innovation across the world: 

“Education has always been at the core of everything we do at Elleebana. It’s something we take immense pride in, and it’s the driving force behind events such as the Elleebana Symposium. These gatherings provide an opportunity for us to come together, refine our techniques, elevate our educational standards, and ensure we’re consistently delivering the highest level of training and support to our students around the world.

Just as importantly, these events allow us to strengthen our connections with salon partners, distributors, trainers, and the wider beauty community. By sharing knowledge, experiences, and ideas on a global scale, we continue to grow together and raise the standard of our industry worldwide.”

For Master Educator Paige, ongoing education is at the heart of professional growth. She shares why opportunities like these are so valuable for both personal and industry development:

“As an industry educator for Elleebana and a representative of our brand, it is important to continually implement new skills and techniques while exploring every opportunity to deliver the highest standard of education and service to our team and customers. In our forever evolving industry, we never stop learning. There are always new product innovations, more effective salon practices, creative trends, and valuable knowledge that can help us grow both professionally and personally.”

Attendees then joined Master Trainer Reid Ryan for an inspiring session on brow mastery, exploring the techniques, artistry, and small refinements that can dramatically elevate treatment results.

The focus then shifted from artistry to education as Master Trainers Kristen Money and Alex Brown shared their expertise on becoming a more impactful educator. Their presentation explored how trainers can refine their delivery, strengthen their personal brand, and create meaningful learning experiences that extend far beyond the classroom.

From enrolment through to student success, the discussion highlighted the importance of building a true five-star educational journey, one that supports, inspires, and empowers every student along the way.

The afternoon welcomed Gilbert Valverde to the stage, sharing the Elleebana story and exploring what the brand’s legacy of innovation means for today’s beauty professional. His presentation encouraged attendees to reflect on how education, adaptability, and embracing change can become powerful tools for business growth and long-term success.

The day concluded with interactive group exercises and an open industry panel discussion. Educators worked through real-world scenarios using The Elleebana Method, learning how to identify different learner profiles and tailor educational experiences for maximum engagement and results.

The panel discussion sparked conversations around emerging industry trends, evolving techniques, and the future of lash and brow education, offering valuable perspectives from some of the industry’s most experienced professionals.

Taking the Stage at The Course NYC

The education didn’t stop there.

Following the symposium, the team headed to one of New York’s most anticipated lash and brow events: The Course NYC.

Set inside a live music venue in Chelsea, the event carried an unmistakably New York energy. Industrial interiors, creative professionals, and an atmosphere buzzing with excitement created the perfect backdrop for a day of advanced education.

Otto took attendees through his highly anticipated Monofusion technique, alongside the fascinating Step 2 Synergy Experiment. Artists had the opportunity to explore how tint absorption can be influenced by different processing and removal methods, challenging conventional thinking and opening new possibilities for treatment outcomes.

Then came the live demonstration. Standing on stage before a room full of passionate beauty professionals, Otto and Paige showcased the Monofusion technique with the Korean lash lift method, on a model with what may have been some of the longest natural lashes we’ve ever seen!

The room watched as theory became practice, with every step providing valuable insights that attendees could immediately apply within their own businesses.

Why Events Like These Matter

As an Australian-founded brand, we’re no strangers to long-haul flights.

Being based on the opposite side of the world can sometimes make global connection challenging, but it’s also what makes moments like these so special.

Every event gives us the opportunity to connect face-to-face with our Elleecommunity, strengthen existing relationships, and create new ones. It allows us to hear directly from artists, understand their challenges, celebrate their successes, and continue developing education that truly serves the industry.

While online learning has transformed accessibility within education, there is something incredibly powerful about being in a room filled with passionate professionals who are learning, sharing, asking questions, and growing together.

The conversations. The demonstrations. The hands-on experiences. The relationships built between artists.

These are the moments that continue to drive our industry forward.

As we continue our journey throughout 2026, we’re excited to bring education, innovation, and inspiration to even more corners of the world.

To everyone who joined us in New York, thank you for being part of the experience.

And if you’re wondering where we’ll be next, make sure you’re following along on Instagram.

The journey is only just beginning.

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Top Skills You Need to Become a Successful Lash Artist in 2026

Top Skills You Need to Become a Successful Lash Artist in 2026

As you may have already noticed, the lash industry has evolved. With beauty trends constantly ebbing and flowing, and the cost of living crisis impacting clients globally, lash artists need to continuously adapt. Clients are becoming more selective with where they spend their money, placing greater value on quality results, personalised services, and a trusted experience. At the same time, new techniques, products, and expectations are emerging faster than ever. To stay competitive and build a sustainable business, it’s no longer just about mastering the basics, it’s about refining your skills, staying informed, and evolving with the industry.

Continue Educating Yourself

Ongoing education is essential if you want to improve your results and attract more clients. New techniques and methods are always emerging in the industry.

For example, the Korean lash lift method has taken off due to the incredible results it achieves, often promoting better lash health and more consistent outcomes. Throughout this trend, we’ve seen some artists “refuse” to learn the method, which is fair if traditional techniques are working for them. But consider this:

If a client is searching for a lash artist, they may come across one who achieves great results, and another in the same area who can fully customise their service because they’ve invested in further education and skill development. That added versatility can make all the difference.

Every client’s lashes are different. Some may respond better to traditional methods, but learning new techniques ensures you’re equipped to handle any lash type and deliver the best possible results. You can even position these advanced methods as a premium service on your menu.

 

Simplify Your Social Media

You don’t need to be a social media expert or marketing guru to showcase your business. Some artists with smaller followings are actually the most booked out.

Platforms like Instagram are free and effective, gone are the days of needing an expensive website just to display your work and book clients. If social media feels overwhelming, that’s completely normal.

When starting out, focus on clear, well-lit before-and-after photos. Don’t worry about trends or creating complex carousel posts. At this stage, your goal is simple: showcase your work and give potential clients a clear idea of what they can expect.

Remember, a happy client is your best marketing tool. Word of mouth is still one of the most powerful ways to attract new clients. So don’t stress if your Instagram doesn’t look perfect, focus on your results and your client experience.

 

Stop Relying Solely on Timing

We may sound like a broken record, but this is important. While lash brands provide standard processing time guidelines, you shouldn’t rely on timing alone to determine lash readiness.

Inner, middle, and outer lashes can all process at different rates. Sometimes one eye may even process faster than the other. That’s why we always recommend implementing Flex and Set checking.

This ensures you remove the lotion when the lashes are truly ready, rather than relying purely on timing. There’s nothing worse than completing a full treatment only to see underwhelming results.

This is especially important during colder months, when processing times can be slightly longer. It’s okay to extend processing if needed (while staying mindful of TGA systems).

Using a cysteamine-based system also gives you more confidence, helping maintain lash health while still achieving beautiful, consistent results.

https://elleebana.com/elleeplex-brow-and-lash-lamination/

 

There’s No One-Size-Fits-All

There’s no universal rod or shield that works for every client.

A rod that gives one client the perfect lift might cause another client’s lashes to over-curl or hit the brow. That’s why it’s essential to understand how eye shapes and lash lengths impact the final result.

Learning proper rod and shield selection allows you to:

  • Achieve the best lift for the lash length
  • Complement the client’s eye shape
  • Enhance their overall facial features

Investing time into understanding these nuances will significantly elevate your results and client satisfaction. 

 

Master Client Consultations and Communication

One of the most underrated skills as a lash artist is strong client communication. Your consultation sets the tone for the entire appointment and plays a huge role in your final results.

Taking the time to properly assess your client’s natural lashes, eye shape, and desired outcome ensures you’re both aligned before you even begin. It also helps manage expectations, especially with clients who may bring in inspiration photos that aren’t realistic for their lash type.

A thorough consultation should also include questions around allergies, sensitivities, or any past reactions to lash or brow services. This is critical for protecting both your client and your business. For all new clients, having indemnity and consent forms signed is essential, ensuring they understand the treatment and any associated risks.

Offering patch testing is another important step, particularly for new clients or when using a new product. While reactions are rare, taking this precaution shows professionalism and reinforces client trust.

Clear communication builds trust. When clients feel heard and understood, they’re far more likely to return and recommend you to others. It also gives you the opportunity to educate them on what will work best for their features, rather than simply agreeing to something that may not deliver the best result.

This is also where you can confidently recommend upgrades or retail products. Whether it’s suggesting a more customised lift, a premium method, or aftercare like nourishing serums, these conversations should feel natural, not salesy. You’re positioning yourself as an expert, not just a service provider.

At the end of the day, great results will always matter, but the overall client experience is what turns a one-time booking into a loyal, long-term client.

 

Stay Connected and Supported

Sometimes being a lash artist can feel overwhelming. There’s always something new to learn, booking clients, or the pressure of growing your business, especially when you’re just starting out.

That’s why community is so important. Joining a support group or industry network gives you a space to ask questions, share experiences, and continue learning throughout your journey as a lash artist.

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Helyx Hybrid Dye: The Choice Brow Artists Are Switching To

Helyx Hybrid Dye: The Choice Brow Artists Are Switching To

This month marks one year since we launched our Helyx Hybrid Dye to the world, the first-ever hybrid dye infused with Kera-Veg 18.

Did you know this product was originally set to launch at the end of 2024? But Otto being Otto, it had to be absolutely perfect before reaching our Ellee-community. After rigorous testing and countless trials on our team to achieve the perfect long-lasting brow stain, Elleebana officially introduced Helyx Hybrid Dye to the world in April 2025.

What Makes Helyx Different?

Compared to other hybrid dyes on the market, Helyx Hybrid Dye is the first brow dye to contain Kera-Veg 18.

That’s right, the same innovative vegan keratin alternative found in advanced hair repair products is infused into this formula. So while you’re dyeing your client’s brows, you’re also helping to repair and strengthen the hair from the inside out, especially beneficial for clients who have undergone a brow lamination.

It’s clinically proven to strengthen brow hair by up to 21%, delivering not only beautiful results but healthier brows over time.

Looking back on the development of Helyx Hybrid Dye, Otto reveals what set out to change in the industry:

“Helyx Hybrid Dye was born from a clear gap I kept seeing in the industry, too many brow colours leaning warm, with not enough control over neutralisation. I wanted to create a system built around true ash tones, especially in the lighter shades, giving artists the ability to refine, balance, and customise with precision. At the same time, performance alone wasn’t enough for me, so I integrated Kera Veg 18, an ingredient we’ve trusted in our ReGen system since 2019, to support hair strength and condition during the service. It’s innovation in both colour science and hair integrity, working together.”

Master Educator, Paige shares her thoughts on why Helyx Hybrid Dye stands out from the rest:

“Helyx Hybrid Dye was created with real purpose and confidence. Even in a market full of hybrid dyes, Elleebana set out to raise the standard, and they delivered.

What stands out most is the consistency and longevity. The colour holds true, the structured finish, and the overall result feels polished every time. As an Educator and Brow Artist, I trust Helyx to deliver results that look refined, wear well, and support the condition of the brow hair. It is a system that works for both the client and the artist, every step of the way.”

Community Results That Speak for Themselves

The feedback from our Ellee-community has been nothing short of incredible. Our social feeds have been filled with stunning before-and-after transformations using Helyx Hybrid Dye, take a look at what artists are saying:

Bani Brow Bar
 “I use HELYX HYBRID DYE past few months and love it . Results is awesome. Dye is help to look full on brow and thicker looks . I really love it and my clients also happy with results.”

Nicole Buckley
 “Such perfect undertones for blondes! My favourite!”

Jessie Calcagno
 “I’ve just finished studying my Diploma of Beauty Therapy and I love, love, love the Helyx Dye. It looks amazing on all clients, it’s so easy to use, and the colour range is incredibly versatile and customisable. The hair remains healthy and it consistently delivers gorgeous results.”

Lucy Dawson
 “I love Helyx because the results are just next level. The pigment is so rich and I can create anything from soft, natural brows to bold, defined looks. The skin stain makes such a difference for filling sparse areas and creating that clean, structured finish. Definitely a staple in my brow kit.”

Want to Level Up Your Brow Game?

For those ready to elevate their brow artistry to a more advanced, results-driven level, our specialised education pathway offers a deeper dive into precision and performance.

Explore our dedicated curriculum focused on Helyx Hybrid Dye, advanced mapping methodologies, and refined brow shaping techniques, designed to build confidence, enhance consistency, and deliver impeccably tailored results for every client.

This comprehensive training experience is curated to support artists in mastering their technique, elevating service standards, and creating beautifully balanced, high-impact brows with intention and expertise.

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From Passion to Profession: How Beauty Education Is Empowering Women Worldwide

From Passion to Profession: How Beauty Education Is Empowering Women Worldwide

Each year, International Women’s Day gives us the opportunity to celebrate the achievements of women across industries and communities. Within the beauty industry, women continue to lead the way, building businesses, mentoring others, and creating careers that offer both creativity and independence.

At Elleebana, we’ve had the privilege of witnessing this journey first-hand through our global training ecosystem. Over the past three decades, thousands of artists around the world turn their passion for lash and brow services into thriving careers and successful businesses.

A Pathway to Entrepreneurship

For many women, the beauty industry provided a clear path into business ownership. Lash and brow services in particular have seen strong growth in recent years, opening doors for artists to work independently, create flexible careers and build businesses that reflect their personal vision.

Many professionals begin their journey with a single training course and a passion for the craft. From there, they continue building their skills, growing their client base and expanding their services. Some go on to open salons, guide new artists or manage their own teams.

Across the Elleebana training network, we regularly see students grow from beginners into confident professionals who contribute to their local beauty communities.

 

The Power of Education

Education plays a critical role in empowering women in the beauty industry. Professional training not only teaches technical skills, but also builds confidence, professionalism and a deeper understanding of lash science and client care.

For more than 30 years, Elleebana has trained and certified professionals in more than 60 countries, building a global network of educators, distributors and artists who continue to share knowledge and support each other’s growth.

This global community means that education is constantly evolving. Insights from salons, trainers and students help refine techniques and training programs, ensuring artists are equipped with the latest knowledge and tools to succeed.

Real Stories from the Elleebana Community

Across the world, the stories within the Elleebana community highlight how beauty education can shape a career. Many artists start young, unsure where their passion might lead, only to discover a fulfilling and empowering career.

Sofia, owner of Beauty by Sofia in Adelaide, is a lash artist who began her journey at just 17, reflects on how the industry shaped her career:

“I started in the lash industry at 17 after discovering lash lifts and loving how such a small enhancement could make a huge difference to someone’s confidence. I was nervous about pursuing it as a full-time career after finishing school, but seven years later I’m so grateful I did. It’s brought me incredible opportunities, friendships and so much personal growth. My advice to anyone starting out is to never doubt yourself, trust your creativity and enjoy every moment of the journey.”

For others, the beauty industry becomes a pathway into entrepreneurship.

Natalie, owner of Urban & Ivy Co in Utah, built her career from a curiosity about the industry into running her own salon by the age of 23.

“I began my lash and brow journey at 18, right out of high school. After gaining experience in a salon and building my clientele, I eventually went out on my own. What started as renting a private room soon grew into hiring an assistant, and by 23 I had opened my own salon with multiple employees. Seeing that vision come to life has been one of my proudest moments. My advice to other artists is to believe in yourself, keep learning, and create a business that reflects your passion and vision.”

Stories like these are echoed across the Elleebana network, where education, mentorship and community support help artists turn their ambitions into reality.

Women Supporting Women

One of the most powerful aspects of the beauty industry is the strong sense of community that surrounds it. Across training courses, events and online learning spaces, artists connect with one another to share knowledge, advice and encouragement.

Within the Elleebana education network, trainers often become long-term mentors, helping guide students through the early stages of their careers and supporting them as they grow their businesses.

This culture of collaboration and mentorship creates opportunities for women not only to succeed individually, but also to lift others along the way.

Celebrating Women in Beauty

This International Women’s Day, we celebrate the incredible women who make up the global beauty industry — the artists, salon owners, educators and entrepreneurs who continue to shape its future.

Their creativity, resilience and dedication inspire the next generation of professionals entering the industry.

At Elleebana, we’re proud to support a worldwide community of women who are turning their passion for beauty into meaningful careers and thriving businesses.

Because when women are empowered with education, skills and community, the possibilities are endless.

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