Issue link: https://www.ahpindiestylist.com/i/1498691
N ot a m e m b e r ? J o i n at a s so c iate d h a i rp rofe s sio n a ls .c o m 31 As we continue well into 2023, I refl ect on the transformations in the industry and how proud I am to see the lash industry fl ourish more than ever. After the lockdowns we experienced in recent years, we saw our industry boom back stronger than ever in 2022. People witnessed the full benefi t of what the beauty industry o ers, which in essence makes us feel better about ourselves when we wake up and look in the mirror. No matter what trouble looms around us, the power of beauty and wellness is truly remarkable—an important reason and reminder of why I love the industry so much. The lash industry is what the name suggests: an industry born unto itself. It has thrived and grown over the last two decades, but now we have seen the next evolution of how diverse the lash industry has become. Elleebana has played a very inspirational role for many lash artists and brands in the beauty industry for 27 years and counting. It was not an easy feat, yet somehow Elleebana has continued to grow with more clients, distributors, lash artists, and educators than any other lash brand in the world. Elleebana is now in over 60 countries around the world with main distributors importing to each country and supplying lash artists, schools, and salon owners. Elleebana is well-known for our innovative lash lift systems which have been tried, tested, and loved for many years. And despite the reliability and consistency, Elleebana is always evolving with industry innovation in the product development and education space. Our most recent o ering, Elleeplex Profusion, has captured the hearts of the lash industry by o ering an innovative system that takes the worry out of overprocessing lashes, which has been one of the biggest fears for lash artists. An important part of Elleebana's success has been fi nding solutions that help lash artists worldwide. We audaciously set the trend by having the world's fastest system, which helps artists with e ciency in results and profi tability, but we've also tailored our o erings to have a system that will not damage lashes and that allows forgiveness with mistakes in the application process. This was a revolutionary step for the lash lift industry. The other part of Elleebana's success is related to its culture and community of esteemed educators and distributors that are passionate about the industry and with morals to uphold the utmost integrity when it comes to education and setting benchmarks for skill and safety in application. I have said this many times along my journey: You can have amazing products, but it takes amazing people behind your brand to give you individuality and a unique story. Elleebana has a sense of community that has inspired many and that is why the brand continues to grow with people who understand and align with the genuine core values of Elleebana. In 2022, Elleebana won 12 awards in the industry worldwide—encompassing awards for product innovation, brand performance, business performance, and recognition of world-class education. We conducted our Elleebana symposium at Caesars Palace in Las Vegas, which was an inspiring moment to reunite with our worldwide education team and distributors after COVID lockdowns. The Elleebana symposium is our annual educators event, where we showcase new product innovations, revised education packages and systems, and our commitment and investment to take education to the next level in the lash industry. This project helps us inspire our students and gives them the tools to take their careers to new heights. Last year was a big year of developing more sustainable and eco-friendly practices. We added recycled packaging options; cut back on printing, o ce, and production wastage; initiated use of hybrid vehicles for sta ; and instigated the process to use solar power combined with the use of companies that are 100 percent carbon neutral energy providers for the running of the o ce and production. This project is one we are very passionate about, and we'll continue to evolve in this space to ensure Elleebana helps make the world a better place for future generations. I have said to my team on many occasions that we are investing in inspiration—if it doesn't inspire me, I don't want to do it. I take this outlook as an approach to everyday living. What inspires us to do more and to be better in our industry and with our peers? When you fi nd what inspires you, it will usually inspire others. This year will be yet another pivotal moment for Elleebana with innovative product releases, evolved education, and the continued mission to be a more sustainable brand. We are committed to the sponsorship of industry events and competitions around the world that nurture our up-and-coming beauty stars and inspire the evolution of the lash industry. Otto Mitter, Company Director, Global Lash and Brow Educator Dear cosmetologists and estheticians,