How false eyelashes become a must-have, everyday accessory and a booming market

With hundreds of options and specialized salons, the false eyelash business is estimated to reach $1.5 billion in five years.
6:04 | 05/09/18

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Transcript for How false eyelashes become a must-have, everyday accessory and a booming market
We welcome in ABC's Marcy Gonzalez. From Kim Kardashian tutorials. Going to start on the outer corners. To ru Paul's drag race. My secret weapon with lashes is a blow drier. Larger than life names complete with lush lashes have always been in style. I will show you how to apply your lashes properly. Now lashes, the false once went from special occasion to must have every day accessories. If you have eyelashes, eyelash extensions are for you. Mark Cuban tried them out in 2015 on "Shark tank" the sharks pass the on this pitch and missed out on more than just a new look. The market for false lashes is booming projected to reach over $1.5 billion in the next five years. And that's just in product. Entrepreneurs like tedra it is much more. I really saw a need that's when blink bar was born. She's looking to cash in with specialized salons. Couldn't find in L.A. Doing eyelash extensions that looked really natural. What makes your lashes so different? I think one big thing is customization. We have over 300 different tiens of eyelashes. I'm looking for jeans and someone throws them over the counter hoping they are the right size and may fit you. We really take a different approach. The options are seemingly endless. We have here the crew cut. We have temptress and we select the material. Synthetic lash. Startser lash. Basic lash. We have model who's shoot all over the world land use the matte lash because the photo shoot may not call for any make up at all and the matte looks like your own natural lashes. Instead of relying on traditional advertising uses social media influencers like Alexa's joy to promote the brand. It is so worth it because when I want to go outside and not wear make up boom my lashes are there. It's my number one accessory off the bat. We are seeing you now without lashes. Yeah I don't have anything. She invited us to watch her lash transformation. I'm getting the temptress. ?????? The process takes about two hours and cost between $120 and $350. For those who are not quite ared for the commitment that comes guys individual extensions there's plenty of temporary option when it comes to adding more bang to your blink. Some with feathers, led lights others clinging to your own mad lashes with madness. How hot are false lashes. We live in a social media environment and everyone wants to look good for selfies. I think not necessarily trend but the new standard. Jeffrey English was kind enough to give my own make up. We will line it up with the lash line. You want to measure it just on the lash. We're always going to trim from the outside. Most lashes have a really beautiful natural taper they are a little bit shorter a little bit on the inside that way it looks natural when you apply the false lash. I will apply a little glue to the rim of the lash line. Another good idea to leave the glue to dry for 15 to 20 seconds so when you apply the lash will stick where you want it, not moving around I lot. Cool. Take a look before and after. Beautiful. It is really natural. Totally. Can wear it to a family function or work if you want to. I had to kick it up a notch. Let's pop on this lash. Gorgeous this is red carpet. Yes. Love. Love that. Search forge their very own look. Valour offers custom design. Crisscross pattern or straight. And chups the length. She founded the company when she couldn't find a perfect fit. While I was in university I had a false lash addiction and back then nothing was available. Was very synthetic and felt uncomfortable and didn't look good so I made it a mission to source different products. Beyonce's team took notice and business took off. Lang was Beyonce's make up artist and she was interviewed by people magazine and the headline had our name in it and we took off overnight that was valour's gold. When we launched the business it was like okay this is real we're is ofling a problem for most women when it comes to lashes. Back at blink bar. She's just finishing up. She really builds the style using a multitude of lashes. Alexis is ready for her close up. All right let's see them. They look so great. How do they feel. Thank you. They feel so amazing. I love them. Your eyes just pop so much. Yeah. When I first started it was a rare luxury and I noticed when I am at the grocery store, I'm in an elevator and look around and 50% of the women have eyelash extensions, which is exciting. Maybe few years ago I would be almost embarrassed if someone said where did you get your lashes, I feel it's like mir you get. I think eyelash extensions are here to stay. For "Nightline" in los Angeles.

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