L ETTER FROM S OPHY M ERSZEI
Last year was a big year for
NovaLash. We decided as a
company that many changes
were to be made, many new March 16
avenues were to be pursued Bellus Industry Appreciation Par ty in San Diego, CA
and many new faces were to
be added to our team. I am March 20
happy to announce that we Advanced Training Seminar in Houston, TX
have successfully done all of
the above! The eyelash ex- March 27
tension industry is still a baby Advanced Training Seminar in Las Vegas, NV
compared to the other sectors
of the beauty industry, so we
still have a long way to go, but each day the industry is
This past year NovaLash has won 3 awards, started dis-
tribution in 4 other countries, launched a lash extension
curriculum for beauty schools, participated in Fashion
Week and Super Bowl events, trained thousands of new
SPEND $100 OR MORE
lash artists and are looking forward to launching new
FREE pack of postcards
products, new client programs and more.
Promote your salon &
NovaLash wouldn’t be where we are today without my novalash services!
amazing girls here at the corporate headquarters. I am
blessed to have such a dedicated, hardworking staff who
love the beauty industry and truly care about the future
of lash extensions. I want to thank everyone who has
helped NovaLash expand and succeed including my lov- SPEND $250 OR MORE
ing, supportive family, our trade publicist Joni Rae & As- FREE pack of postcards &
sociates, LaunchPad Magazine, Modern Salon, American FREE pot of natural curl .25 lashes
Spa, Mike Nave, Bellus Academy, AWSP, Virtuoso Graph- Pick your length and start lashin’ away!
ics, Looper, Reed & McGraw, all of our wonderful trainers,
talented lash artists and beautiful lash fanatics. SPEND $500 OR MORE
FREE pack of postcards &
I wish you all much success this month and highly suggest FREE pot of mint chocolate chip
taking advantage of the amazing specials we are offering CANDIED LASHES!
right now!! Perfect for St. Patty’s Day
& Mardi Gras Yay!
Offers only redeemable through phone orders.
President of NovaLash, Inc.
LASH ARTIST OF THE MONTH
Beyond Beauty Essence
Wo o d l a n d H i l l s , C A
Last November, Marilyn opened her own salon in
20 years after college in
Corporate Finance with a Today she has a small, warm and comfortable salon
Masters in Finance. During for her clients to enjoy and is now a proud business
that time she realized her owner.
true passion was helping
others look good. Marilyn Marilyn’s celebrity clients include Tatyana Ali, Julie
was also intrigued with Newmar, Tami Erin and top media including Giuliana
Beauty. She was always Rancic’s Fab Fit Fun editor-in-chief and editors from
helping her friends with Beauty LaunchPad Magazine. Marilyn was selected as
makeup and eyelashes, especially with the eyelashes. a top lash artist to represent NovaLash at Fashion
Week Miami Beach and as a Celebrity Choice Salon
Marilyn decided 6 years ago to make a huge ca- at Super Bowl 2011 in Dallas.
reer change from Finance to Beauty and put herself
through beauty school in the evenings to receive her Thank you for representing the NovaLash family on
esthetician license. All through school she was known
as the Lash Queen; everyone in school had gorgeous
lashes due to her.
For more information about Marilyn Burr visit
After she passed her state board she immediately www.beyondbeautyessence.com
started renting a room in a salon in Tarzana, California.
She also started taking continuous education courses
on skin and that’s when she found Novalash Eyelash
Extensions. After practicing on all her old classmates
she built up a decent clientele just for eyelash exten-
sions. After some time 65% of her business was eye-
take the advanced training class with Sophia Navarro
to learn how to become an even better extensionist.
She learned how to speed up her application time,
apply bottom lashes and candied lashes, and was now
recognized as an advanced lash artist on the Nova-
CELEBRITY CHOICE LASH ARTISTS
Alicia Hunter has established herself in the entertainment industry as the go-to lash
Alicia Hunter artist in Miami, NYC and Atlanta. She has participated in Fashion Week Miami
Beach, New York Fashion Week and Super Bowl 2011. Her celebrity clients include
professional athlete’s wives, international supermodels, fashion designers and more.
At Super Bowl she lashed girls from InTouch Magazine & a few pro wives!
Alicia graduated from Palm Beach Academy of Heath & Beauty with an esthetician
license in 2003. She took her basic training with Novalash in 2006, started her own
lash business in 2007 and took her advanced training in 2010. She has been featured
in Good Housekeeping, Beauty LaunchPad and more. Keep an eye on her as she
continues to lash red carpet beauties around the country!
Private Appointments Only
Joanna Roche Joanna is originally from Newfoundland Canada, and moved to Orange County
eight years ago from Vancouver. She moved to the states and started working in
order to never work another day of her life. She started her own airbrush tanning
business and then explored into the eyelash extensions. She took her basic training
course in 2007 and her advanced training course in Vegas with Sophia Navarro in
“I fell in love… it was an art I wanted to perfect... especially after seeing what other
tions. I can say that I love what I do and it never feels like work.”
TEK Salon & Spa in Costa Mesa, CA
Michelle is originally a Jersey girl but now resides in Palm Beach, FL where she
owns a cosmetic distributing company called Let’s Talk Makeup. She is a NovaLash
instructor and also is Frederic Fekkai’s exclusive lash artist. She has participated in
Fashion Week Miami Beach, Super Bowl 2011 and even traveled to the Cayman Is-
lands to represent NovaLash.
Michelle attended Madison Beauty School in New Jersey and started with NovaLash
in 2006. She has been featured in Simply The Best magazine for her lash artistry and
continues to travel from Orlando to Miami teaching new lash artists the NovaLash
technique -- she’s taught over 100 classes in her career!
Frederic Fekkai in Palm Beach, FL
CELEBRITY CHOICE LASH ARTISTS
Kelly Bosset Kelly has been privately trained by Sophia Navarro and works at The Lash Co.
as one of Sophia’s highly talented lash artists. She has over 3 years of experience
and specializes in working with all lash types. Kelly’s greatest accomplishment is
being able to deliver a customized look to cancer survivors and clients who have
suffered hair loss due to chemotherapy.
Kelly’s lash art has been featured in international beauty magazines and her clients
include models, recording artists, and even Sophy Merszei herself! Kelly has also
for the white ads. She was lash artist of the month in 2010 and participated in
multiple events with NovaLash - most recently she lashed away in our celebrity
suite at Super Bowl.
Aimee started her career in the beauty industry very early; her parents owned a sa-
lon. A friend encouraged her to learn how to do lashes because she loved working
Atlanta in 2006 with Joanne Douglas. She continued her lash career by signing up
for an advanced training seminar with Sophia Navarro in 2009.
“That was such a positive step into perfecting my craft. Anyone who has not trained
with her should.She gave me alot of valuable information about the how to in every
aspect of this business!” Aimee said.
southeast. She participated in Fashion Week Miami Beach & Super Bowl 2011 and
is now a guest expert advice columnist for the NovaLash NewsfLASH.
Ageless Aesthetics in Fayettville, GA
After having her own eyelashes extended and seeing the amazing difference Whit-
She was named lash artist of the month in June 2010 and has been featured in Santa
Rosa magazine and Shop SoCa for her lashin’ skills. She participated in Fashion
Week Miami Beach & Super Bowl 2010 as our go-to celebrity salon in Santa Rosa.
With an eye for style and detail as well as a perfectionist by nature this allows her to
style your lashes beautifully taking into consideration your eye and eyebrow shape
to give you that full, lush and simply spectacular set of lashes!
Lash Out in Santa Rosa
Advice from a
Is it really important to keep all the
lashes and extensions separated?
Absolutely it is! The health of our clients natural lashes
should be the most important goal of any and every lash
When the lashes are left stuck together it will pull out the
and separate them continually as you are adding exten-
sions paying close attention to those little anagen lashes
that are just coming in.
If a longer extension is accidently attached to a neighbor-
ing short, natural lash it will cause the extension to pull on
the natural lash and potentially fall out prematurely. This
creates gaps in your client’s lashes and not only will your
you to create a full lash look when the client comes back
for a touch-up.
Any two, or sometimes more, extensions that become
stuck together are separated by gently grasping each ex-
tension with separate tweezers and applying horizontal
pressure to detach them from each other. Separation is
done in “rounds” at least 4 times during an application.
Not only does separation ensure that every natural lash
is free to grow and stay healthy, it ensures that every eye-
lash gets bonded.
We need healthy lashes to apply extensions and we also
want to keep our valuable clients happy and beautiful--
because isn’t that our goal?
3 TYPES OF STICKING Start at outer corner and work inward
extension to extension towards the nose, systematically check-
ing each lash from root to tip.
extension to natural lash
natural lash to natural lash
whenever it becomes difficult to isolate
a natural lash.
several times (at least 3 or 4 rounds)
mediately separate the two. Continue
during the application procedure. checking each lash one by one.
from root-to-tip. Check the root of the
lash all the way down to the skin for
when you are unable to run the tips of
your tweezers through the lashes from
root to tip.
when extensions and/or eyelashes that To ensure that extensions are not stuck
to the sticker, gently lift all the lashes/
are stuck to each other become evident. extensions with the straight tweezers.