Underpricing is one of the most common and most damaging mistakes in the lash industry. New techs do it out of insecurity. Established techs do it out of fear. The result, in both cases, is a business that demands more time and energy than it returns. Pricing is not just about what the market will bear — it's about whether your business is sustainable.
Start with your costs
Before you can price properly, you need to know what it actually costs to deliver a service. Account for supplies per appointment — adhesive, lashes, patches and disposables, primer, cleanser — and add this up honestly. Most techs who do this exercise are surprised by how high it is. Add your time (including setup, cleanup, and admin), and your overheads: insurance, equipment, software, professional development. Divide your total monthly costs by the number of billable appointments you can realistically do. That's your break-even. Your price needs to be meaningfully above it.
💡 Very low prices attract price-sensitive clients who will leave the moment they find someone cheaper. They're less likely to follow aftercare, more likely to dispute infill eligibility, and less likely to refer. A sustainable lash business is built on clients who value your skill — and those clients generally accept appropriate pricing.
What the market charges is a reference, not a rule
Knowing what other techs in your area charge is useful context. It is not a ceiling. If you're comparing yourself to techs who are also undercharging, you're anchoring to the wrong benchmark. Look at the fully-booked techs who offer a premium experience — their pricing is the relevant reference if that's where you want to position yourself.
Raising your prices
Give existing clients notice — a simple message that prices will be increasing from a given date. Most loyal clients will accept a reasonable increase without issue, especially if you've been providing consistent, quality work. Some clients will leave. That's okay. The vacancy they leave is filled by new clients booked at the correct rate.
Keep your cost-per-set down without cutting corners. Our supply bundles are the most cost-effective way to stock up on the essentials — and buying right means you can price right.
🎯 Don't apologise for your prices. A confident price list on your booking platform is all that's needed. Your prices in year one should not be your prices in year three — review annually and adjust for increased skill, experience, and costs.
