UCLA student-run business Lashes by Kristen uplifts with eyelash extensions

This post was updated June 5 at 3:07 p.m.

All eyes are on Kristen Gonzalez’s Lashes.

The first-year sociology student started her eyelash extension business, Lashes by Kristen, in October 2020. The brand has grown over the past few months after it was featured on UCLA’s social media platforms, she said. Mostly marketing through her Instagram, Gonzalez caters to UCLA students out of her dorm at Sproul Hall.

“I actually enjoy all of (the business) because you meet a lot of new people. … I get to work from home and schedule my own hours,” Gonzalez said. “I really like the outcome too: when my girls get off my lash bed, and they’ll be like, ‘Oh my God, they’re so pretty.’ They … feel really pretty after. I think that’s cool.”

Inspired by a fellow lash tech, Gonzalez said she decided to buckle down on her own venture. With the onset of the COVID-19 pandemic, Gonzalez said she and her mother were struggling with a stable home environment, which made the initial steps toward getting her business off the ground difficult. This – paired with challenging high school classes, extracurriculars and a part-time job – nearly pushed her to give up on the endeavor, Gonzalez said. However, she said seeing her mother in that position drove her to make the business a success and become financially independent.

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Her clients’ satisfaction is of critical importance to her, Gonzalez said. With sessions running for up to two hours, she said meeting new people with vastly different preferences keeps the work interesting and protects her from burnout. She added that people come in wanting various social media-inspired looks, which are always fun to replicate.

As for her own artistic inspirations, second-year communication student Yasmin Soria Zaragoza, Gonzalez’s client and close friend, said Gonzalez aims to stand out from the crowd of lash techs by focusing on the quality and precision of her work, with only her past self as her measure of improvement. Zaragoza also said Gonzalez’s welcoming attitude and attentive mindset have made her a regular customer.

“I feel like she really captures … my vision in a way,” Zaragoza said. “She really pays attention to (and) takes it into consideration. I really like that she … (pays) close attention to every detail.”

While Gonzalez may be detail-oriented, not many are immune to the calmness of her lash bed, she said, with several appointments ending in snores. Another client, third-year economics student Soraya Gouhary, said Gonzalez made her instantly comfortable at her first-ever lash session, and their professional relationship grew into a friendship over their appointments.

Zaragoza said Gonzalez has the ability to establish loyal customer relationships, with students sticking around for the whole year. This and its convenient location on the Hill has ensured the business’s success, Gouhary said. Although there are other lash centers located in Westwood, she said the allure of a place right next door solidifies Gonzalez’s clientele at UCLA. As a result, Lashes by Kristen has steadily grown since fall quarter to the point that customers have to book appointments weeks in advance, Gouhary said.

[Related: Diversifying her portfolio, student Stacy Kim fuses content creation and business]

Word-of-mouth is a key aspect of her marketing, Gonzalez said. Gouhary said people often compliment and ask her about her lashes, so she makes sure to credit Gonzalez. Aside from this, Gonzalez said she has used TikTok as a platform to increase the visibility of her work. For instance, Gonzalez has explored “Before and After” formats, lash process videos and clean-girl workspace aesthetics. She said she also holds giveaways in collaboration with other small businesses, which has expanded her customer base.

Juggling college classes, clubs and regular appointments, Gonzalez said she takes a step back from the business when it becomes overwhelming. But she added that the flexible hours are an advantage, making it more appealing to her than a 9-to-5 job where her work would be under the watchful eye of management. After undertaking this entrepreneurial venture, Gonzalez said she encourages other artists to build their own businesses and invest in their passions. Despite the time and patience it demands, the relationships she builds with her clients make the obstacles worth it, she said.

“Just don’t give up,” Gonzalez said. “Though it gets really, really tiring, … you’ve got to take baby steps to get used to it, and then you’ll fall in love with it and want to do it all the time. It’s not even like you’re working.”