A Brand Where Less Is More

Amazing Lash Studio founders Jessica and Edward Le are building a powerhouse business in the notoriously tough beauty industry. How? By saving customers time and money.

- Nina Zipkin

That old adage that beauty is pain? Jessica Le doesn’t buy it. After suffering through a costly four-hour eyelash-extension procedure in 2010, Le, a cosmetology graduate, set out to build a better system. Eventually she developed four lightweight lash styles that could be applied quickly using a minimal amount of adhesive—taking just one hour of work, and costing less than $100. Along with her husband, Edward, she opened the first Amazing Lash Studio later that year. By 2013 the couple was operating three locations in the Houston area and set out to franchise. Today they have more than 180 locations across the U.S., opening between four and 10 new franchises every month. The key to success, as Jessica sees it, is to keep innovating, keep educating franchisees, and keep giving customers more for less.

What did you do after that four-hour eyelash application, when you thought there had to be a better way to do this?