Strip lashes and DIY extensions have long been overlooked as a category – but two former professional lash techs from Liverpool saw untapped potential in 2017.
Just under a decade later, that ability to spot a gap in the market has turned an idea into a multi-billion pound brand.
Charlotte Tiplady and Elliot Barton met during secondary school in Liverpool, UK, before both going on to train as lash professionals.
It was this career choice that led the pair to found Tatti Lashes, an at-home false lash brand that has grown exponentially since its inception eight years ago.
The brand has gone from strength, with highlights including a global rollout through the brand’s website, retail partnerships with Superdrug and, more recently, Boots, and a collaboration with reality television star and entrepreneur, Khloe Kardashian.
Now, the pair have relocated to Dubai as they gear up to continue building on the brand’s impressive growth, with plans for expanding retail lines, future collaborations in the pipeline, and a global takeover on the mind.
Translating lash tech quality and creativity to consumer needs
If one thing is obvious, Tiplady and Barton’s roots as lash techs have not been forgotten.
Barton says: “I think for us, being professional lash technicians, we have put that into the consumer side, where people can be more creative.
“For example, if you go to a salon to get your lash extensions done [in a certain style], you can recreate that look [with Tatti’s at-home lashes].
“I feel like in the lash industry in its earlier days, you’d go into the drugstore for basic, just like natural [lashes, only available in] a certain amount of styles.”
The brand has used its founder's knowledge of lash mapping, curl types and artistry to build a portfolio of over 200 at-home lashes to choose from.
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