The Lash Therapist
From Lash Appointments to Luxury Rituals
Unwrap the Story:
LashBar Tilburg -> The Lash Therapist
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The founder of The Lash Therapist (formerly known as LashBar Tilburg) found herself in a sea of sameness, another lash artist in Tilburg, defined by soft pinks, feminine aesthetics and an identity that felt more trendy than timeless.
Clients came and went, booking appointments for the service but never for her. There was no deeper connection, no brand loyalty—just another name in an oversaturated market.
Despite her skill, she felt boxed in, unable to charge her worth or attract the high-end clientele she knew she could serve. Her brand lacked distinction, and worse, it lacked a story. She wasn’t just applying lashes; she was offering something more—but nothing in her branding reflected that.
She needed to break free from the “just another lash tech” mold. She needed a brand that felt as elevated and intentional as the experience she truly offered—one that made clients choose her not just for lashes, but for how she made them feel.
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That’s how The Lash Therapist was born. We rebranded her entire identity—from just a lash tech to The Lash Therapist, a brand with depth, intention, and a story worth telling. This was all about shifting how clients perceived her, from a service provider to a luxury beauty expert offering something far more valuable than just lash extensions.
The transformation started with a fundamental repositioning. She no longer wanted to be another name in the industry, lost in a sea of pink and playful branding. Instead, she envisioned a brand that exuded luxury, sophistication, and a deeply personal connection with her clients. The new identity needed to communicate that clients weren’t just coming for lashes—they were coming for therapy, for a moment of stillness in their busy lives, for the confidence and calm that came with self-care.
We stripped away the soft, girly aesthetic that had defined her brand and rebuilt it with a sleek, high-end visual identity—clean lines, refined tones, and a look that instantly conveyed exclusivity. But visuals were only part of the transformation. The messaging had to shift too. Instead of focusing solely on lashes, we positioned her as a self-care expert, someone who understood that beauty was just as much about the mind as it was about the exterior. Every piece of content, every brand touchpoint had to reinforce this.
The masterclass she wanted to launch wasn’t going to be just another training—it needed to be an expert-led, high-value experience that mirrored the new brand’s elevated positioning. Every detail, from the name to the visuals to the way it was marketed, had to reflect her status as a leader in her industry.
As the transformation unfolded, the impact was undeniable. Clients no longer booked just for lashes—they booked for the experience. They resonated with the new brand identity, seeing her as an authority in her field rather than just another lash tech. Her pricing power increased, naturally attracting a higher-end clientele that valued what she had to offer. The masterclass launch aligned seamlessly with her new positioning, drawing in students who wanted to learn from an expert, not just take another beauty course.
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No longer just another lash tech in Tilburg, The Lash Therapist became a brand that clients seek out for more than just lashes—they come for the experience, the self-care, and the feeling of being truly taken care of.
With her new high-end branding and strategic positioning, she naturally attracted a more premium clientele, allowing her to increase her pricing without resistance. What once felt like a limit was now an opportunity—she raised her prices 10%, and clients embraced it.
They weren’t just paying for lashes anymore; they were investing in a luxury self-care experience.
“I came to The Social Atelier with a brand that felt too playful and girly for the level of expertise I wanted to showcase. My vision was understood immediately and led to the rebrand of LashBar Tilburg to The Lash Therapist. They refined everything: a sleek, luxury color palette, elevated typography, and a social media strategy that actually converts. They helped me craft a clear, high-ticket brand message that now speaks directly to the right audience. The way they curated my Instagram presence, structured my offers, and aligned my entire brand made all the difference.
My business finally looks and feels like the premium service I provide, and my dream clients are taking notice."
Marina Delawar | Founder of The Lash Therapist
Masterclass
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The first step was defining exactly what made this masterclass different. The lash industry is filled with generic training programs, and we knew that if we didn’t create a clear differentiator, it would be just another option in a crowded space.
We worked closely with my client to uncover what set her apart: it was not just about technique, it was about building a high-end business, mastering client experience, and elevating lash artistry into something luxurious.
With this in mind, we shaped the messaging to speak directly to ambitious lash artists—those who wanted to move beyond standard services and step into a more premium space. The course name, brand identity, and overall positioning were all carefully crafted to reinforce exclusivity and expertise.
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With the positioning in place, we focused on the brand identity of the masterclass. Every touchpoint had to reflect the high-end nature of the course, from the design of the sales page to the visuals used in course materials. We replaced the previous soft, playful branding with a sleek, sophisticated aesthetic, using neutral tones, refined typography, and a clean, minimalist layout that immediately set it apart from lower-tier training programs.
The goal was clear: when someone landed on the sales page or saw the marketing materials, they had to feel like they were looking at something premium—something worth investing in.
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Once the branding was solidified, we moved on to structuring the course content. Information alone does not make a course valuable; the way it is delivered and the transformation it promises determine its perceived worth.
Instead of simply outlining lash techniques, we built a step-by-step learning experience that covered not just application but also client retention, premium pricing strategies, and high-end service positioning. The course was designed to guide students through a complete transformation, turning them into lash artists who could not only master the craft but also attract and retain luxury clients.
Every module built upon the last, ensuring that by the end, students weren’t just technically skilled—they were equipped to run a thriving, high-end lash business.
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A premium course also requires a premium launch. The biggest mistake in course launches is waiting until the last minute to sell, so we developed a strategic pre-launch campaign that built anticipation before the course was even available.
Every piece of content leading up to the launch was intentional—positioning her as an expert, teasing the value of the course, and creating a sense of exclusivity that made people want in before enrollment even opened. Making it clear why this was a must-have investment for serious lash artists.
From the moment the masterclass was announced, it was positioned as something students could not afford to miss.
After successfully rebranding her business, my client trusted me with another major project—designing and launching her masterclass. She had the knowledge, the results, and the skill to teach others, but she didn’t want to create just another lash course. She wanted an exclusive, premium training that positioned her as an authority, something that would command higher pricing, attract serious students, and set a new industry standard.
Masterclass Workbook
