Lilly Ghalichi is a reality star turned ultra-successful beauty entrepreneur with her fan-favorite company, Lilly Lashes. Having had to build up her own synthetic lashes for years, Ghalichi was able to redefine false eyelashes by creating the industry's first comfortable 3D Lashes. Years later, her collection has grown to include cruelty-free and faux mink lashes for any eye shape or glam level.
SWAAY sat down and spoke with Ghalichi on how she was able to create a product line that enthralls celebrity makeup artists and beauty gurus everywhere.
1. Lilly Lashes has come to include various products, but what inspired you to launch with lashes as your hero product?
I launched Lilly Lashes due to my own personal need for them! I was filming a Bravo Reality Show at the time, and back then there were only 2 lash options- barely human hair, or ultra-fake looking synthetic lashes (...think Halloween).
To get the glam lash look I wanted, I had to stack 3 to 4 pairs of human hair lashes on my lids. Often times I had to cut them up and glue multiple pairs together just to create the unique styles I wanted. It was so time consuming, I would spend 30 minutes in glam just on lashes.
I decided enough was enough and decided to develop ultra-glam lashes for girls like me that wanted something more dramatic than human hair lashes, but something that looked more natural than synthetic Halloween lashes.....and Lilly Lashes was born.
2. What was your business plan in the beginning? How has it evolved?
I didn't really have a business plan in the beginning other than to create a product that I personally needed and didn't already exist. I decided to sell them in case there were other girls who also wanted glam lashes. Once I saw just how many girls there were like me out there, I realized this was a product SO many wanted. So I then sat down and created a plan to offer 3D Glam Lashes. My plan has since evolved into dominating the lash space, not just in 3D Dramatic Lashes, but in natural lashes, Faux Mink Lashes, Lash Tools and Accessories. We are growing so quickly that the plan evolves daily.
4. Who are your favorite beauty bloggers and influencers at the moment?
I love Nikita Dragun. I've known her for a long time and have watched her work hard to become the powerhouse she is today. She is unapologetic, and owns her individuality, sexuality and stays true to herself. Rather than following trends, she starts her own. I love that. As far as makeup goes, I live for Nikki's Tutorials, she is hands down one of the most talented makeup artists on YouTube and I am blown away by her level of skill in makeup with each video she does.
5. What's your favorite product from your own line?
People always ask me this and the truth is, it always changes! Right now, I am obsessed with 3D Lilly Lashes in style "Hollywood"- a gorgeous, fluttery, dramatic lash. If you ask me next month the answer will be 3D style "Ela" because I'm into a Princess Jasmine type almond eye, so I want a wing-shaped lash. I'm honestly obsessed with them all!
6. What’s your point of difference from other lash companies?
I don't even think we are comparable. Our product innovation and quality is incomparable, and I'm not just saying that, it truly is! We create the trends in the lash space with everyone being a year behind. We are also the #1 lash brand among Celebrities, Celebrity Makeup Artists, Social Media Influencers, Youtubers and glam girls and boys around the world. It says a lot when every-single makeup guru and beauty celeb wears and loves your product.
7. How has your status as a reality television star affected your business? Has it created a platform to promote your product or have you separated your business from your experience of being on the show?
I think most people don't even know I was on a reality show, so I think 100% I have separated the two. With that said, the show did help create a social media platform that absolutely helped my business.
8. Have you faced any challenges in creating and promoting Lilly Lashes?
Every single day! Failure (or challenges) are a part of success. Not every idea you have will be successful, and that's okay. What's important to realize is that challenges will occur, it's how you overcome them and learn from them that matters.
I always try my best not to get too discouraged from challenges and instead focus on how far I've come and overcoming it to be even better and go further- never making the same mistake twice.
9. How integral has your social media been to promoting your brand? How have your connections with other influencers and online personalities helped establish brand awareness?
SO integral! Lilly Lashes was started as a social media brand. Our brands’ advertising and promotion was exclusively done on social media, not just my own pages, but also my friends' pages and other influencers. In today's world, it is 100% the key to any e-commerce's business success in my opinion.
10. What’s next for Lilly Lashes?
We entered all Sephora USA and Canada stores in 2018 and are also entering another major beauty retailer later this year, so be on the lookout for that. Both of these partnerships will make Lilly Lashes more easily accessible to every glam girl, which is a goal of mine.
You will also see a lot of new exciting products and collections being released towards the end of 2018. We have three new collections coming out with something catering to everyone's eye shape and style.
I recently traveled to Paris to attend the International Master Course on Aging Science (IMCAS) and met with some incredible doctors from around the world to learn the latest trends in aesthetic medicine— the field of improving cosmetic appearance through medical procedures. My practice in Los Angeles serves a truly diverse and international clientele, and these conferences are a great way for me bring the latest global procedures and products back home for my patients.
Here are my three biggest global beauty takeaways from the trip! Face threads are an increasingly popular procedure to quickly and efficiently rejuvenate your look, and they can be easily tailored to your needs. The V-shape jawline contour is big in South Korea, if you're looking for something more transformative. Whereas women in Paris are embracing the art of aging naturally while still looking flawless with the help of minimally invasive threads.
Another big trend in global beauty is the process of utilizing radiofrequency therapy to heat the skin in order to reduce lines and loose skin. This incredibly advanced technology is now being used all over the body, especially on the face and vagina.
Finally, this may not be a specific global beauty trend, but the gender dynamics of beauty are majorly shifting in terms of both providers and patients. More women are entering aesthetics as providers and more men are utilizing aesthetics as patients. Italy has a quickly growing population of male patients, and in Brazil the gender breakdown is already 50/50!
Those were my major global beauty lessons from this trip, but I also spoke with several doctors directly about how their practices are shifting with the times. Here are some of the amazing doctors from all over the globe that I had the pleasure of meeting with in Paris, as well the latest products and therapies they recommend! The world of beauty is shifting, and we're going right to the source.
Dr. Bernard Peyronnet is a dermatologic surgeon whose patients include French celebrities and international royalty. He's based in the heart of Paris, working out of a gorgeous office that doubles as his home. Dr. Peyronnet revolutionized aesthetics by introducing the noninvasive chemical peel. He also loves adding subtle threads to a woman's face or body to create natural-looking improvements in contour, texture, or lift. French women never want to look like they've had work done. He calls his method the "French touch," which results in flawless results that keep everyone guessing.
As you can see, there have been some truly amazing global beauty advances in the field of aesthetic medicine, with doctors around the world continuing to innovate and refine their offerings. My time in Paris was so informative and inspiring, and I cannot wait to pass some of that knowledge on to my patients (and you!). If you would like to learn more about how the newest trends in aesthetics can help you achieve your desired look, please contact my office at doctorrahi.com to book a consultation!