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.
Personally, I am over the top excited that we are on the cusp of turning the page on not only a new year but also on a new 10-year window of opportunities and possibilities!
You may be thinking, whoa…I am just embracing the fall season…yikes… it is tough to think about a new decade!
Yet it is this groundwork, this forward thought that you put in place TODAY that will propel you and lead you into greatness in 2020 and beyond. Designing a new decade rests in your ability to vision, in your willingness to be curious, in your awareness of where you are now and what you most want to curate. Essentially, curating what's next is about tapping into today with confidence, conviction, and decision. Leading YOU starts now. This is your new next. It is your choice.
Sometimes to get to that 'next', you need to take a step back to reflect. Please pardon my asking you to spend time in yesterday. Those who know me personally, know that I created and continue to grow my business based on enabling the present moment as a springboard for living your legacy. So, indulge me here! True, I am asking you to peek into the past, yet it is only in order for you to bring the essence of that past forward into this moment called NOW.
One of the best ways to tap into what's next is to clarify what drives you. To design a new decade, ask yourself this question about the past ten years:
What worked? What were my successes?
Make a list of your achievements big and small. Don't type them, but rather use ink and paper and sit with and savor them. Move your thoughts and your successes from your head, to your heart, to your pen, to the paper. Remember that on the flip side of goals not attained and New Year's resolutions abandoned, there was more than likely some traction and action that moved you forward, even if the end result was not what you expected. Once you have a full list of a decade's worth of personal and professional accomplishments, think about how this makes you feel. Do you remember celebrating all of them? My guess is no. So, celebrate them now. Give them new life by validating them. Circle the successes that resonate with you most right now. Where can you lean into those accomplishments as you power into the decade ahead?
Now comes a tougher question, one that I used myself in my own mid-life reinvention and a question I adore because in a moment's time it provides you with a quick reconnect to your unique inner voice.
If it were 10 years ago and nothing were standing in your way, no fear or excuses to contend with…what would you do?
Don't overthink it. The brilliance of this question is that it refocuses purpose. Whatever first came to mind when you answered this for yourself is at its core a powerful insight into defining and redefining the FUTURE decade. Bring your answer into the light of today and what small piece of it is actionable NOW? Where is this resonating and aligning with a 2019 version of yourself?
Then, based on your success list and your answer to the above question, what is your 2020 vision for your business and for the business of YOU?
Designing a new decade begins as a collection of 3,650 opportunities. 3,650 blank slates of new days ahead in which to pivot and propel yourself forward. Every single one of those days is a window into your legacy. An invitation to be, create, explore, and chip away at this thing we call life. One 24-hour segment at a time.
While you have a decade ahead to work on design improvements, you have the ability to begin manifesting this project of YOU Version 2020 right NOW. Based on exploring the exercises in this post, begin executing your vision. Ask questions. Be present. Let go of 2019 and the past 10 years so that you can embrace the next 10. Position acceptance and self-trust at the forefront of how you lead you. One choice at a time.
Don't get bogged down in the concept of the next 10 years. Instead position clarity and intention into each new day, starting today. Then chase every one of those intentions with an in-the-moment commitment and solution toward living a legendary life!