Elleebana and The Beauty Squad 2022

Elleebana and The Beauty Squad 2022

Elleebana is a proud sponsor of the Beauty Squad 2022!!!

We are passionate about and understand the importance of giving back to the industry. That’s the reason we sponsor and support numerous global beauty events and competitions, with a solid focus on supporting up and coming therapists to develop their careers within the beauty industry.

Here’s a recap of what happened at the Beauty Squad House last year. Otto Mitter unpacked his story and shared his 5 tips for a successful business.

Beauty Squad is a special competition under the umbrella of the Australian Beauty Industry Awards recognising rising stars of the Australian Beuty Industry with prizes and mentorship to assist beauty therapists, dermal clinicians, specialists and salon owners on their road to success.

Open for entry now!

Beauty Squad




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Introducing Elleebana Flex Rods

Introducing Elleebana Flex Rods

The growth and advancement in lash lift procedures around the world have called for more options and more innovations. With that in mind, we are so excited to share the latest development to the Elleebana family, Flex Rods!

𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲?

✨The ultra-soft silicone forms for a lash lift technique with a beautiful C curl curvature.

✨Superior grip and comfortable fit for the eyelid.

✨No adhesive required on the back!

✨Speeds up application time!

✨Takes the worry out of irritation on the skin from the adhesive

✨It’s going to change the lash lift game!!!



*Available soon!!!

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Understanding ingredient claims in the lash world

Understanding ingredient claims in the lash world



Many clients ask me about growth serums for eyelashes, or technically in most cases they should be called “eyelash enhancement serums” and these have been extremely popular. When producing these serums as a brand owner I have to be careful with the way we market certain claims, because using the term “makes your eyelashes longer” and “makes lashes longer or thicker because it activates the hair follicle” is a claim that the product is changing the physical structure and function of an eyelash. To make this claim in the United States the product should be classed as an OTC (over the counter) drug. Similar rules apply in Australia, the TGA and NCCTG cosmetics claims guidelines state that if your product is a cosmetic it should not say stimulates hair follicles (growth) or replaces thinning hair. You can however say “helps make hair look thicker and longer” or “promotes lustre” essentially using more descriptive cosmetic claims.


Many products that are deemed as cosmetic products which contain peptides, vitamins, and conditioning agents do have great benefits, and consumers have had success with certain formulas that make the lashes appear more voluminous and that have increased density. The description of the product however should say something along the lines of conditioner or enhancer.


The other reality we have to accept as individuals is certain products that offer eyelash enhancing properties and that contain amino acids or peptides don’t always work on everyone. We are all different with our genetics and as a consumer, we have to be realistic and understand that just because we see peptides in the ingredients doesn’t guarantee anything as far as hair growth or long-term thickening is concerned. I have personally used Biotinoyl Tripeptide-1 and Myristoyl Pentapeptide 17 combined in serum with hydrolysed keratin and vitamins, generously on my lashes every single day for 8 weeks and up to that point it hadn’t worked at all as far as stimulating more density or length in my lashes and you’ll see many other reviews from people saying the same, yet these peptides and active ingredients have been in-vitro tested and clinically tested by the raw material suppliers that have had some results to say the contrary and that they do in fact work.


Clinical testing or trials is another term that consumers can be interested in and when it comes to many serums there have been vast clinical trials about the effectiveness of certain peptides on lash growth. It’s important that any consumer understands how clinical trials work and how the evaluation has been concluded. Always ask for the method of clinical trial and method of testing if you have any doubts, this will give you a clearer picture as to how they came to the conclusion, that the product does what it says it does.


Invitro testing is performed in a test tube under specific conditions in a laboratory and this is a completely different environment to what my natural eyelashes are in every day. A clinical trial is generally conducted by utilising the products in a real-world environment on a certain number of test subjects or models, these trials are then evaluated by experts and then self-evaluated by the users of the product. These clinical trials are usually conducted by the brand or the material supplier independently. From all the research I’ve seen with these kinds of invitro or clinical trials, there is always a fine print disclaimer in the product data material, saying that the results can’t be guaranteed and that’s because what works for one person, doesn’t necessarily mean it will work for another.


Let’s always remember results can vary due to how much was used in the application, how frequent the application, hormonal, genetic, or perhaps even the formula may not be effective. There are so many variables there and at the end of the day and you always need to try for yourself to see if it works for you or your clients, do extensive research, this way you can feel confident about any claims that are being made with the results. In the beauty industry, we want happy clients, I find discussing client expectations in the consultation session always helps to minimise issues that may arise later, being open and honest on how results can vary is the best policy from my experience.


Using a conditioning product on eyelashes and brows can certainly have benefits in my opinion, especially when performing lash or brow lift services as these treatments do tend to leave the hairs drier after the step 1 process. Similar to when you shampoo your hair, you condition it after and this changes the surface area leaving it hydrated, with more body, and allowing you to style easier.


Once you have had a lash lift or brow lamination service it is generally recommended to continue using serums daily to maximise the continued hydration into the hair, which really helps the styling element. Having an after-care range for your lash and brow clients is a win for you and your clients, there’s some return business for you, but there are real benefits for the client, so it’s something that you can genuinely feel good about offering in your salon. Keep in mind that to get maximum benefit in most cases they should be used regularly, if not daily. If you put a serum on with a peptide once every 4 or 6 weeks, then chances are you’re not going to see a real benefit, because putting a serum topically on eyelashes for such a short amount of exposure will dissipate quickly after the initial application. However, if I frequently apply a serum every day, then there is more of a chance of receiving benefits from the peptide or actives in the formula, although applying every day still may not guarantee that it will increase growth or volume in lashes, but it will most certainly keep them more hydrated and increase your chances of seeing results.



Let’s talk about increasing the volume of hair or lashes, when consumers hear the term volume, they generally expect lashes to be thicker. Most of us know if you put a conditioner on your hair or some volumizing powder it may give the surface area more volume because of the added substance, even putting water on my lashes will increase their volume by 15 – 20%! But how long does this volume last? That’s the important question to ask and understand with anything that says increases volume. If we put mascara on eyelashes that can increase volume by 50 – 100%, but it washes off when you remove the mascara. Anything that is going to have a “long-lasting” effect at increasing length or density of lashes would generally need to be something that is applied regularly on a daily or frequent basis. If I could apply a product once every four or six weeks that would increase my hair volume by 20 or 30% for a long period of time, every single hair restoration brand out there would have a product that did just that, and when it comes to re-growing hair, it’s a long road of incorporating a frequent routine in getting the actives to increase the size of the hair follicle combined with oral supplements, not just putting a serum topically on the hair itself once every few weeks.


I’ve consulted with many experienced hair restoration companies, scientists, and raw material suppliers on this topic because as a brand owner myself that sells lash serums it’s important that we give our clients the best information to meet our client’s expectations. Understanding and being able to explain claims is important, then you can feel confident when choosing the products that are right for you and your clients.


Written by Otto Mitter, multi-award-winning beauty educator, cosmetic chemist and keynote speaker, international judge for lash and brow competitions, and global brand owner for Elleebana.

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Destination: Elleebana Hometown, Chicago!

Destination: Elleebana Hometown, Chicago!


Elleebana usually says “We’re coming for you”, but this time around is the opposite.

We’ll be HERE waiting for you! That’s right!

Chicago has been Elleebana’s Headquarters since 2020 and we can’t wait to open the doors of our hometown in the USA and welcome you to booth #513 with lash and brow applications demonstrated by Elleebana’s Master Trainer team using the next generation of lash and brow enhancement products.

𝙸𝚝’𝚜 𝚝𝚒𝚖𝚎 𝚝𝚘 𝚎𝚡𝚌𝚑𝚊𝚗𝚐𝚎 𝚒𝚍𝚎𝚊𝚜, 𝚒𝚗𝚗𝚘𝚟𝚊𝚝𝚎 𝚊𝚗𝚍 𝚖𝚊𝚔𝚎 𝚒𝚝 𝚑𝚊𝚙𝚙𝚎𝚗!
𝐑𝐄𝐉𝐔𝐕𝐄𝐍𝐀𝐓𝐄 your business with a look at what’s new.
𝐑𝐄𝐃𝐄𝐅𝐈𝐍𝐄 services and bring back customer confidence.
𝐑𝐄𝐄𝐍𝐆𝐀𝐆𝐄 with the community with a fresh perspective.



Talk about all things Elleebana, Elleeplex, and why our brand has been around for 25+ years.

Watch our Elleebana educators in action during demonstrations.
Face-to-face support and advice
When: Sunday, April 10, 2022 9:00am – 5pm

Monday, April 11, 2022 9:00am – 4pm

Where: Donald E. Stephens Convention Center, Rosemont, IL 60018

Otto Mitter, multi-award-winning educator, speaker, judge, and founder of Elleebana brings you the latest innovations and education in the world of lash and brow lamination. 















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Our Lash Lord aka Otto Mitter has smashed as a TOP 5 of TWO categories of the Artistic Lash Awards 2022!


2nd Place Lash Speaker of the Year


3rd Place Lash Judge of the Year


Your team is extremely proud of your efforts, Mr. Mitter!



And it doesn’t stop there…


Elleebana is a TOP5 scorer of the “Lash Brand of the Year” category.


Being TOP 5 in THREE categories is the ultimate recognition of the effort and dedication of our team and our ability to stay focused on bringing innovation and excellence in service even during uncertain times.
We would like to dedicate this award to our amazing Distributors, Education team, and Students!!!
Thank you Artistic Fur team for organizing such an amazing event!

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Legit or #notlegit?

Legit or #notlegit?

Elleebana Spills the TEA on whose #legit and whose not.



If you are following our Global Instagram handle @elleebana you may have seen our cheeky warnings about just how crazy a world the internet is these days.  We posted a play on the Netflix series the Tinder Swindler and Inventing Anna (the story of Anna Sorokin or Anna Delvey depending on which day it was you were talking to her) and some of the dreaded ways in which these real life con artists scammed unsuspecting victims. 


While we crafted our posts in a way that saw our audiences comment “OMG BAHAHA Spat our my tea!”, “#gold” and “Guys stop it, I am crying with laughter” we also had a serious side to our post and that’s actually what this blog is all about.  Trying to decipher the #real from the #fake isn’t easy.  Those posing that they are #legit are coming out of the woodwork by the droves and it’s confusing for buyers.


This week (and it is only the middle of the week, guys), we have had two separate complaints of web stores listing Elleebana as a product that they carry on their website in an effort to build their SEO and have people find their sites.  These two separate websites are not legitimate distributors of ours and are using our intellectual property, our trademarks, and our images to try and steal customers away from our legitimate wholesalers. 



So, while we are flattered that our name, products, and reputation hold such a strong representation in the industry that people feel the need to do this, we are really very concerned for our loyal salons who are being confused and sometimes even scammed by these websites.  We have had in the past, a website that listed our products, our product images, and the product descriptions on their sites, and when the buyer purchased the products, they received a completely different brand of product.  Talk about heartbreak.  Presently the websites we are dealing with are going so far as to list the Elleebana kits on their website, but have “out of stock” next to the product code.  The confusion that is caused for the clients when they find the product on this site but can’t ever seem to purchase it makes them feel as though Elleebana is less reputable than they first had thought when in actual fact is the website that is not the reputable source. 


But wait guys, it gets worse.  These sites are even leading customers to believe that if they sign up for lash lift training with them, it’s official Elleebana education when it is not.  These poor confused salon owners or students contact us or other official distributors in the hopes to gain clarity and they are the lucky ones.  There are some who have not been so lucky and they have unfortunately signed up for the education under the guise that it is our official course only be disappointed.


So, here’s what we all have to do, we have to help people understand our business structure, and then help them know where to go to buy our official products, and sign up for our official world-class education. 


Firstly, the way we operate is a little different from some other brands and that’s because, in Australia, very few brands sold are actually Australian brands, they are imported from overseas.   We manufacture the products and then we sell them to our trusted distributors.  These distributors have contracts with us for the distribution and are given the rights to use our product images, descriptions, and information as a means to sell the products to the market, these distributors agree to represent our brand to the highest of standards.  Some of our distributors host our education at their venues and we send in our educators to deliver the “Official Elleebana Education programs”. 


Secondly, we list only our official distributors and partners on our website.  So that means if you want to buy our products but are frightened that you too might get #swindled we can help you rest assured that you are buying Elleebana and not counterfeit products by buying from any of the distributors listed on our handy “where to buy” button on our website – https://www.elleebana.com/where-to-buy/


If you find an Elleebana product on a website and you aren’t sure if that is a legitimate website, use the above link to cross-reference. 



You can also use our website to find Official Elleebana courses, our website will list the calendar, location, and information all about the course, but then will direct you to the wholesalers’ venue to sign up for the course and allow you to make your payment. 


If you are ever not sure or you are still feeling a little uncertain, our team here at Elleebana Global HQ is always happy to help find you the best way to get your hands on the real deal, legitimate, and official training and products.  Just give us a call.

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Instagram Metrics for Salon Success

Instagram Metrics for Salon Success

Do you know the difference between reach and impressions? What about the percentage of Instagram followers who engage with your posts?

As a Salon Owner, you would like your Instagram account to grow and stand out from the crowd. To achieve that, there are some key metrics you need to keep an eye on with a lifted lash.

Everyone seems to be talking about metrics but what exactly are Instagram Metrics?

Instagram metrics are statistics that help you to understand how your posts, stories, IGTV videos e Reels are performing.

Instagram metrics to track in 2022:

Tracking Instagram metrics can be extremely important if you want to build your profile as a Salon Owner or Lash Artist on this platform. If you’re not monitoring your metrics even once a month, we’re sorry to break the news but you might not see the expected results despite putting in a lot of effort.

These metrics will guide you about the different regions of your Instagram growth strategy that you need to work on. We have listed below the different Instagram metrics that you need to track to take your Salon Business Instagram to the next level:


  1. Reach:


When it comes to monitoring your brand’s performance on Instagram, reach is the most vital metric that you need to consider.

Reach shows how many unique accounts have seen your post. As a result, you can get a clear picture of how much awareness you’re generating.

If your goal is to increase brand awareness, you should focus on growing your reach on Instagram.

Our tip is to refer to the Insights on your Instagram account, track the post with the highest reach, and use it as a benchmark for future posts. It’s useful to check details such as hashtags used and call-to-action for engagement.

All these aspects can have a considerable impact on the reach of any post, so it is worth it to take notice of any of such changes.

The next step is to understand the difference between impressions and reach. Reach represents the number of unique views that your post had, while on the other side, impression shows the complete number of views (no matter if the same person has watched your post five times).

From a brand viewpoint, keeping checks on your reach in preference to impressions is far better to track the results of your posts and stories and check how much awareness your posts are creating among a distinct targeted audience.



  1. Saves


Instagram saves are a very useful metric used by most brands for tracking, particularly by disguising likes on the platform.

With Instagram saves, customers are able to gather and save a post for future reference just by clicking the “bookmark” icon located on the bottom ride side of any Instagram post. Users usually save Instagram posts because they liked it or they want to interact with them in the future.

Based on the number of saves, you can analyze if the strategies you have been making are working or not.



  1. Engagement Rate:


The engagement on your Instagram is a major metric that tells you how the audience is reacting to your content. If your post gets many saves, shares, and comments, you will see your content’s engagement increasing!

But how can you calculate the engagement rate?

Divide the total number of comments and likes by the number of followers, and after that, multiply the results by 100 to provide you with a percentage.

If you get high results of engagement rate, it means that a great number of people follow your content, and you are doing well. On the other hand, if you get a low engagement rate, that can be explained due to a couple of reasons:

  • You are not using CTAs (Call to Action) and asking your audience to save, like, share or write a comment about your post
  • Your post is too promotional to be engaging
  • You haven’t been checking your metrics to find out what type of post your audience tends to interact with

One of the secrets to achieving long-term success on your Salon Instagram is to monitor the metrics; it can allow you to catch precisely what matches with your audience and utilize the results to guide your upcoming content strategy.



  1. Instagram Stories Views:

Stories disappear after 24 hours. However, with a solid understanding of Instagram Story Analytics, you can ensure your Salon Business Instagram has a lasting impact.

Instagram stories can be the ideal way to construct a good and trustworthy relationship with your audience.  Monitoring the number of views and clicks forwards will make you understand what your audience likes exactly.

You can also use the metrics for each story to know what captures the audience’s attention, which content they click at, and what are the specific reasons that make them bounce away from your content.




Are you ready to track your Instagram metrics?

If you want to market your Salon on Instagram, you have to track your performance. However, you should choose the metrics according to your business goals.

If the purpose of your business is to spread brand awareness, then the metrics you will track will be different from Salons focused on increasing sales.



There’s no question that Instagram can be a great social media channel to market your salon business. It’s fun, gives you an artistic outlet, and lets you connect with your audience.

Focus on these key Instagram metrics and you’ll get a clearer picture of how your current strategy is performing and get a better idea of how to optimize your content strategy.


Written by Sol Menezes – Elleebana Marketing Manager 


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The Recipe to become an Elleebana Artist

The Recipe to become an Elleebana Artist

Becoming an Elleebana Artist is so much more than being just any lash or brow artist.  There are a few things you need under your beauty belt to assist in paving the way for you to become an Elleebana Artist.   To be an Elleebana Artist means to be among the elite, mastering your craft with a superior product line.


𝗖𝗘𝗥𝗧𝗜𝗙𝗜𝗘𝗗 – First things, first, you need to become certified, right? It needs to feel right. This needs to be the right time for you to level up. This will ensure you remain consistent and invest in your business.  If we have learned anything from the past two years, it is that nothing is predictable.  We can’t control what occurs around us, but we can own our own autonomy and make decisions that will allow us to evolve to the next level.  Your time is now.



𝗦𝗔𝗟𝗢𝗡 𝗦𝗣𝗔𝗖𝗘 – You need an adequate space to perform your treatments. Somewhere that you and your clients will feel comfortable.  Perhaps this is a spare room at your home residence, a rented space.  Make it your own, if you are comfortable in the space you will be performing your craft, then your clients will also feel calm and comfortable.


𝗧𝗛𝗘 𝗧𝗢𝗢𝗟𝗦 𝗙𝗢𝗥 𝗧𝗛𝗘 𝗝𝗢𝗕 – In your Elleebana Course, you will receive a kit encompassing what you need to perform that treatment on a client, however, you will need to ensure you have a space for your client to lay down (recliner chair, bed table), and sanitary storage space for your tools and equipment.  This can come down to personal preference.  Your tools will evolve with you.  You may find that you change up your space as you come into your own, perfecting your specialty.  If you feel you are more of a brow specialist, then you may prefer the recliner chair over the bed, as this option tilts the client in a more upright position, making it easier for you to access their forehead and brow area. Without having to lean over too much, and keeping your client comfortable.


𝗣𝗥𝗢𝗙𝗜𝗧𝗔𝗕𝗜𝗟𝗜𝗧𝗬 – You will need to cost out your costs. For example, If you are renting a salon space, you will need to factor in your charge for the treatments. Your treatment charge will need to factor in your time, costs of equipment, and materials. Research salons in your local area and see what the average rate is that artists are charging. Perhaps you may look at an ‘OPENING SPECIAL’ that is a discounted rate for a period of time, while you continue perfecting your craft, building a rapport with clients, and establishing a solid profile as an Elleebana artist in your area.


𝗖𝗢𝗡𝗧𝗘𝗡𝗧 – You will need to create a virtual portfolio of your work to showcase to potential clients. Whether this is a website, Instagram and or Facebook platform.  Angles in a still-shot photo and video footage are essential to capturing the true transformation of your clients.  Although we recommend steering clear from editing apps to edit the treatment area, subtle edits like skin smoothing and blemish fix-ups can enhance the overall image.


𝗔𝗙𝗧𝗘𝗥𝗖𝗔𝗥𝗘 – Educating your clients with correct aftercare is imperative to maintaining your clients’ lash and brow health. This is vital if they are a returning client as they will reap the benefits and watch the changes first-hand as their lash and brow health skyrockets while receiving the treatments. The more your clients know, the more inclined they will feel to care for their lashes and brows once they leave your salon.



Becoming an Elleebana Artist isn’t just mastering your craft with a superior product line with your Elleebana certificate hanging pretty on your salon wall.  It’s about becoming an Elleebana Artist for life.  The community of support expands from Australia, to around the globe.  Becoming an Elleebana Artist means you are now among the elite.  It means you whip your hair up, out of your face with your Elleebana scrunchie, and feel confident to create lash and brow magic on your clients while nurturing their lash and brow health. You made the decision to become an Elleebana Artist with a brand that is globally trusted and loved.



Written by Holly Edwards – Social Media Manager

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Another WIN for the ELLEEBANA team!!!

Another WIN for the ELLEEBANA team!!!

Our Elleebana Global HQ Master Trainer/Lash and Brow ninja Kristy-Lee Roberts smashed TWO categories of the Skin Games competition.

1st Place – Fantasy Lash Category


It takes a lot for our Educators to put themselves and their work on the line. Being judged in daily life isn’t something that most of us enjoy, so when you are being judged for your craft, love and passion it’s and even harder step to take Into the competition arena.


2nd Place – Classic Lashes Category



Thank you KL for everything that you do for Elleebana, the students and customers who come to train with us!!!


“What an experience! I do highly recommend entering a competition when you can, there are so many categories you are able to enter so there is something for everyone. Its not all about winning, its about the participation, further developing your skills and getting out of your comfort zone!” Kristy-Lee Roberts

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You Say Rods, I Say Shields

You Say Rods, I Say Shields

Quite often we get asked what we use the most on our clients or if we would prefer a rod or a shield.

So let us give you a straightforward answer: We LOVE them both!

There’s a time and place for the use of both rods and shields, one isn’t superior over the other, so let’s break it down…

Choosing a rod or a shield ultimately depends on what your client is hoping to achieve with their lash lift. Therefore, it is extremely important to ask question things like: Would they prefer a beautiful natural lift or would they’d like to achieve a dramatic result? These questions answered could be the perfect guide to choosing a rod or a shield.

There are also other points to take into consideration:

Eye Shape – This will play a large role in determining whether to utilise a rod or a shield. Does your client have round eyes? Are they protruding? Hooded? Explore various eye shapes to drive your confidence in your rod or shield selection.

Desired Result – A great question to ask your Client is “Do you curl your lashes at home? and if so, how?” If they use an eyelash curler and take it right to the base of their lashes, they will most likely prefer the extreme shield. If they mention that they curl in sections for a more natural-looking curl, then your rod will be your go-to for this Client.

Advantage of choosing Rods- The OG of lifting and laminating.

Rods will give you a beautiful natural curl, they are magnificent for giving a subtle yet impressive appearance to the naked eye. The emphasis point of when using a rod is in the mid-section of the lashes, this is where the focus point will be when your lift/lamination is complete. Rods are great used for a person who has naturally long lashes that might require a Large or X-Large rod size who isn’t requiring more height; however, still looking for balance and symmetry with their naturally long lashes. Rods also work extremely well for clients with round shaped eyes as this will help to improve the overall appearance of not focusing on the round shape of their eye and potentially over exaggerating that area but complimenting the round shape with a soft curl.

Advantages of choosing Shields- Are the newest babies to join our wrapping family

These glorious tools will give you that VA-VA-VOOM to your lift or lamination that will make you say “hello lashes!”

Shields are impeccably known to create drama; they will help your lashes reach heights you never thought possible. With less of a curl and more of a lift and emphasis from the base of the lashes you will see your lashes transform. Shields are wonderful for our shorter lash clients, clients who tend to require a small size shield as this really helps to elongate the lashes and give the most impeccable height. Shields are also great used on a client with a slimmer almond shaped eye as this will help to open the eye and give height and balance not only to the lashes but also the eye shape.

A common eye shape that I have come across and see many asking the question how do I tackle through this eye shape to give the best lift possible. Is a downturn eye shape. This can prove to be less than impressive on the outer corners when we believe our application is impeccable lashes are sitting perfectly on the rod or shield.

This is where we need to change things up a little here and to consciously place the lashes on the outer corner where they are downturned set them inwards on your rod or shield towards the middle of the eye, set the lashes into a position that might not look perfect on paper, but when we do this – it is going to encourage those lashes that are straight and downturned to change more dramatically into the position you are after. If we keep them sitting straight like the rest of the eye this can prove to keep that downturned effect being your focal point.


When choosing between a rod and shield look at your client’s eye shape, how the lashes naturally sit when not lifted. What length are your clients’ lashes? Is there an area of correction or disguise we need to engage with?

Busy lash lift artists benefit from keeping all sizes of both rods and shields on hand! Deciding which will flatter your client’s eyes the most is your artistic spin on the service. Use this post as a guide for your consultation process and see how you can best style your clients’ lashes!


This blog post has been written by Elleebana Educator, Amy Carnelley 


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