International Lash Masters

Not your average job but I love doing what I do!

Whether it’s running my salon, organising our annual events or working on new projects and scaling. It’s a blessing 🫶🏼

If I was starting over again, I wouldn’t create a course, membership, product, or event first.

I’d build an audience.

I’ve made this mistake myself.

I’ve launched businesses, invested thousands into inventory, built products, created offers, and spent countless hours putting things together, only to realise I hadn’t spent enough time building an audience first.

Because the truth is, it doesn’t matter how good your product or offer is if nobody knows who you are.

An audience isn’t just followers.

It’s people who trust you, follow your journey, value your advice, and are interested in what you have to offer.

The reason our conferences sell so well isn’t because we suddenly start posting when tickets go live. It’s because we’ve spent years building relationships with the people we serve.

If I had to start over tomorrow, I’d focus on building trust, authority, and community before creating anything.

Because when you have an audience that’s ready to buy, launching feels exciting.

When you don’t, it feels like you’re constantly pushing uphill, trying to convince strangers to take a chance on you.

And that’s exhausting.

Build the audience first.

Then give them something to buy.

Only 14 General Admission Day 1 tickets left to the
ILM 2026 Melbourne Lash and Brow Conference

See your fave lash and brow entrepreneurs all in the room everyone wants to be in.

Enjoy 2 days of:
- Education
- shopping your fave lash and brow brands
- VIP Workshops
- ILM AWARD CEREMONY
- conference bonuses

200+ people in one room. The day our industry comes together from all across Australia and NZ.

Book a VIP table and get 50% off individual ticket pricing.

Final tickets on sale now. We’ll be sold out be early July!

Don’t miss it

📍 Pullman on the Park
19 - 20 September 2025

It’s ok to start off as a service provider then want more.

From humbling beginnings not knowing how to run a business, to working extremely hard on my own to create something different in the beauty world.

When I created our online educator course and our conferences, there wasn’t much guidance for me, it was a road not travelled by many previously. The evolution of what ILM has become has been a community effort and that will continue.

I no longer provide beauty services but I am grateful for the fact it taught me a lot about myself and forced me to grow to the businesses could scale.

I am so excited for what’s coming for ILM - if you will be in the room in September you’ll be the first to be apart of the next chapter that makes sense for me and where most business owners are at.

Evolution is needed so things don’t get stale…we’ll see you in September 🫶🏼

I don’t think many people like myself started off strategising their business goals. It’s normal as a business owner at the start to just wing it and go from there.

Over time you realise that winging it is not cutting it and it’s causing more burn out than it should because you are not sticking to a plan.

When you start to strategise how to achieve certain milestones or unlock new areas of your business, you begin to start reverse engineering what needs to be done to get there.

Eg. End goal….become an educator….

what things need to be done for you to get there successfully?

It takes a lot more than people realise and having plans, actionable goals in the backend before anything is released is what will help you achieve your next phases in business much easier.

Business strategies and plans change all the time to suit where the business is going so don’t think it needs to be set in stone.

Seeing what others are doing may look shiny but I guarantee most have a plan behind the scenes that they worked on for months before they even posted the end result.

thoughts 👇

There’s no brand if there’s no clients.

If you are overwhelmed, strip it back and focus on the ONE goal….filling your books. Go old school if you have to.

Everyday is a different emotion…..🤪

thinking about it won’t achieve it
planning endlessly won’t achieve it
doing the thing to become the next version of you that sees the success you want and taking the opportunities that present themselves….will get you closer to your goal and open those doors.

Do whatever it is you need to do - get in the room, enter the program, sign up to that coach, take the gym class.

The longer you take, the further your dreams will be.