HOUSTON, TX (River Oaks Shopping Ctr.): Eyelash extensions, brow fillers, and semi-permanent makeup are quickly becoming the wave of the future for busy women. With less time to spend primping, and more pressure to stay polished and fresh-looking at all times, women are turning to longer-lasting alternatives to traditional makeup.

 

Eyelash extensions are sweeping the nation as the hottest new beauty trend on the market. They can be worn throughout the year while swimming, sleeping, and enjoying all normal activities. Monthly touch-ups fill in any of these individual semi-permanent hairs that gradually shed as the natural lashes complete their growth cycle. No mascara is required, and the lashes are available in several lengths and colors to complement every eye. Because there are no strips or knots, the look is completely natural. Each individual hair is attached to one natural eyelash hair one at a time. A special adhesive, produced by the Houston-based company, NovaLash (www.lashextensions.com), is used to secure the bond.

 

The Lash Company, brainchild of Cosmetic Chemist, Sophy Merszei, and Professional Makeup Artist, Sophia Navarro, offers the lash extension service along with other time-saving beauty treatments such as Softap® Semi-permanent makeup and eyebrow hair fillers. The studio will also carry several exclusive lines of makeup from Europe and New York.

 

"We wanted to provide products and services for every season of a woman's life, from brides to busy moms, executives with no time, and ladies who have lost eyebrow and eyelash hair due the hormonal changes associated with menopause, " says co-owner, Sophy Merszei.

 

Sophia and Sophy teamed up in 2005. The two women met when Sophy instructed Sophia's lash extension class. "I quickly realized that Sophia was a super-star with the lashes. I might have taught her in the beginning, but the student out-grew the teacher in a matter of months," states Merszei. Sophia now has clients flying in to Houston from California just to have their lashes done by her. "We're predicting that she is going to become the "Anastasia of eyelashes", explains Sophy. She is referring to celebrity eyebrow guru Anastasia Sorenson, who built an empire by arching and shaping the brows of the rich and famous.

 

For more information or to schedule an interview, contact Beth Fetzer at (713) 520-LASH (5274) or email bfetzer@novalash.com.