Since its launch in 2015, Lash Unlimited has become something of a cult-status brand within the beauty industry and has fast gained a reputation as a ‘best kept secret’.

Its lashes are loved by the world’s top makeup artists and celebrities such as Holly Willoughby and Nicole Scherzinger, while its vegan lash glue has recently received praise from Cruelty Free International.

But in the fast-paced, overcrowded world of beauty, how does a brand like Lash Unlimited stand out and stand up for its unique values? We sat down with its founder Lindsey Kane to find out.

Hi Lindsey, what inspired you to set up Lash Unlimited?

“I’ve always been obsessed with makeup. My mum used to be a champion ballroom dancer and as a child I’d spend hours looking through her old photos, paying special attention to the incredible makeup looks. It’s no surprise to my family that I grew up to be a makeup artist!

I ended up working in TV makeup and loved it. But when I found out I was pregnant with my daughter I realised the long studio hours just weren’t going to work. I was looking for ways I could focus on being a mum while still dipping my toes in the beauty industry. I soon realised the answer was related to a product I used every day.

At the time, makeup artists would have to buy high street lashes that came with a tiny tube of glue that was often of poor quality. They’d have to spend a minimum of £5 each time and there was rarely any variety of styles which isn’t great for creativity.

Being one of these makeup artists, I realised there was something missing from the industry. I became inspired to create a brand that offered variety, quality and a great price. All wrapped up in stylish, slimline packaging.”

There are so many lash brands out there, what makes Lash Unlimited different?

“I think Lash Unlimited is one of the only lash brands created with the needs of professional makeup artists in mind. We’re very much a ‘behind-the-scenes’ lash brand. If you’re watching Love Island or the X Factor for example, you’ll see all the stars wearing our lashes.

Makeup artists and celebrities love us because they can trust the quality. We use the latest technology to create faux hair fibres, these mimic real hairs to create perfect reusable, long lasting lashes you can rely on.

But just because I have a background as a makeup artist, that doesn’t mean I want us to remain a makeup artist’s secret. I believe everyone should have access to amazing quality makeup products. This is why I’ve made sure we have so many versatile styles for any age and every occasion. It’s easier to apply lashes than you think and it’s incredible how they can instantly make someone feel special.”

There’s a lot of pressure on beauty brands to be sustainable, how is Lash Unlimited taking steps to ensure this?

“No animal is harmed in the making of any of our products. We’ve actually just been certified by Cruelty Free International, so while we’ve always been totally cruelty free it’s amazing to be officially recognised.

It’s a bit geeky but I also love researching ethical packaging options from reading up on vegetable ink to testing out recycled cardboard packaging which we hope to start using next year if all goes well!

At the moment, our packaging is minimal, recyclable and can be reused repeatedly in a makeup artist’s kit but I’m always looking for ways we can do more. ”

Lash Unlimited is all about celebrating natural beauty, why is this important?

“At Lash Unlimited, we try not to airbrush and filter everything as it isn’t real life. When we get photos back from a shoot, my team always laugh because I prefer the unretouched photos which is totally different from the rest of the industry.

I adore makeup looks that enhance what’s already there - that takes real skill. Makeup should boost someone’s confidence not completely change what they look like. ‘Imperfections’ are what make us individual - we should celebrate them.”

As seen on Holly Willoughby @lashunlimited instagram

What’s been your biggest highlight since setting up Lash Unlimited?

“Seeing celebrities wear our lashes never gets old. The likes of Holly Willoughby, Katie Piper, Michelle Keegan, Caroline Flack, Little Mix, Destiny’s Child, Zoella, Spice Girls… the list goes on. I always want to pinch myself when we see photos from award shows!”

What’s next for Lash Unlimited?

“Next year, we’re launching a new product and an exciting new affiliate programme. We also have some huge news about a celebrity makeup artist collaboration that has been so hard to keep secret. Just make sure you keep your eyes on our Instagram to be the first to hear about the launch…”

Follow Lash Unlimited on Instagram for a dose of lash inspiration and head to their website to browse the full product range.

FASHION