Transforming Beauty Into Confidence: How Jennifer Blair Built Deka Lash Into A Nationwide Movement

Jennifer Blair never set out to revolutionize the beauty industry—she simply wanted to solve a problem she faced as a busy mother of four. What began as a modest one-room studio in Pittsburgh in 2012 has evolved into Deka Lash, a nationwide franchise specializing in semi-permanent eyelash extensions that goes far beyond cosmetic enhancement. As the founder and visionary behind this beauty empire, Blair recognized early on that when women look better, they feel more confident and productive, positioning her company firmly in what she calls “the confidence business.”

Drawing from her childhood experiences at her mother’s salon, Blair identified a significant gap in the beauty market: high-quality lash services were either prohibitively expensive or inconsistently delivered. Her solution was to create dedicated lash studios that offered professional, affordable treatments in spa-like environments designed specifically for everyday women. Today, Deka Lash serves a diverse clientele ranging from teenagers to women in their seventies, all seeking that transformative confidence boost that comes with enhanced natural beauty.

In an exclusive interview with Entrepreneur Loop, Blair shares the pivotal moments that shaped her entrepreneurial journey, from those early client transformations that revealed the deeper impact of her work to building a franchise model that prioritizes both artistry and accessibility. Her story demonstrates how identifying a personal pain point can lead to creating a movement that empowers thousands of women while building a sustainable, scalable business.

Please tell us a bit more about your startup – what does it offer, what problem does it solve, and who is your target audience?

Deka Lash began in a modest one-room studio in Pittsburgh. Growing up, I often spent time at the salon where my mom worked and developed an early appreciation for the confidence and joy beauty services could bring. Decades later, I noticed a clear gap in the industry—there weren’t many places offering high-quality services in an environment where women felt safe, comfortable, and beautiful, all at an affordable price. In 2012, I set out to change that, and Deka Lash was born.

Today, our diverse clientele is one of the things I’m most proud of. We welcome everyone from teenagers (with parental permission) and busy working women, to moms looking to simplify their morning routine, to women in their 70s embracing and enhancing their natural beauty.

What inspired you to start your own business? What was the “aha” moment?

In the early days of my career, I often heard clients say they were “just trying lashes” and weren’t sure they’d stick with it. But many of those same people became loyal regulars—and more than a decade later, some still are. What changed their minds? The unexpected reactions they got. Strangers, friends, and even family started saying things like, “You look amazing—what’s different?” That’s when it clicked for me: this was about so much more than lashes. We were helping people feel seen, beautiful, and confident in a way that radiated from the inside out. It wasn’t just a cosmetic service—it was a personal transformation. That moment shaped the foundation of Deka Lash. It’s the reason we approach every client experience with care, intention, and a belief in the power of beauty to truly uplift.

 

How did you identify a gap in the market or need that your business fulfils?

The idea for Deka Lash was born out of a personal frustration. As a busy mom of four, I wanted to feel confident and put-together but found that eyelash extensions—something that could offer that quick confidence boost—were hard to access. At the time, they were expensive, offered only in high-end salons or spas, and not treated as a core service.

Most importantly, there was no brand focused solely on lashes with consistent quality, accessible pricing, and a welcoming experience for everyday women. That was the gap: lash services were either too niche or too inconsistent. I realized there was a need for a dedicated lash studio experience—one that made professional, high-quality lash extensions available in a standardized, affordable, and client-focused way. We launched Deka Lash intending to redefine what luxury means in the beauty space—not exclusive or intimidating, but attainable, consistent, and empowering. That insight has shaped everything from our service menu to our studio design, technology, and franchise model.

 

How did you go about building your team and attracting talent in the early days?

Building our team in the early days was deeply personal. I started as a lash artist myself, so I knew firsthand the kind of training, support, and culture that beauty professionals needed—but often lacked—in traditional salon environments.

At first, I hired lash artists who were passionate about their craft and eager to grow. We weren’t just looking for talent; we were looking for people who believed in our mission to make beauty more accessible and empowering. I spent a lot of time mentoring new team members, developing training programs, and creating a work environment that felt supportive, respectful, and professional—something that was missing in many parts of the industry. Word spread quickly. Artists who felt stuck in commission-based salons saw Deka Lash as a fresh opportunity—a place where they could specialize, grow, and be part of something bigger. That’s how we built a culture that attracted talent: by focusing on professionalism, education, and a shared belief in making clients feel their best.

 

How do you stand out from the competition in your space? What sets your product/service apart?

What truly sets us apart is the combination of artistry, innovation, and a client experience you can’t find anywhere else. Our studios are designed to feel inviting and relaxing, with comfortable beds, curated lighting, and a calm atmosphere that makes every appointment feel like a treat. We use products specially formulated for eyelash extensions to ensure the best results and lash health, and our lash artists go through extensive, hands-on training before ever working with clients—so every service meets our high standards.

Our signature services like TrueXpress are designed to fit into real life, offering a full set of lashes in about 60 minutes. We also have dedicated customer service lash specialists available to answer any lash-related questions, along with digital check-in and augmented reality try-on tools so clients can preview their look before they commit. This blend of skill, comfort, and convenience is what keeps clients coming back.

 

What does a typical day or week look like for you? How do you manage work-life balance?

No two days look the same—but that’s part of what I love about being a founder. Some weeks, I’m meeting with our executive team to discuss growth strategy, franchise support, or new service rollouts. Other days, I’m visiting studios, connecting with franchise owners, or diving into customer feedback and brand experience. I stay involved in the creative side, too—whether that’s product development, marketing direction, or refining our training systems.

 

That said, I’m also a mother of four, and family has always been central to how I run this business. Deka Lash was born from a desire to build something that gave women confidence and fit into real life—mine included. I’ve learned to be intentional with my time, setting boundaries around family and personal space while still being fully present for the business. Work-life balance isn’t about perfection—it’s about priorities. Some days lean more into work, others into life. I’ve built a team I trust, and that allows me to step back when I need to, knowing our values and standards are upheld. It’s not always easy, but staying aligned with my “why” keeps me grounded and energized.

 

What are some future goals or plans you have for your business in the next few years?

Looking ahead, our focus is on strategic growth, innovation, and deeper client connections. We’ve built a solid foundation with our franchise model and national presence, but the next few years are about scaling with intention—expanding into new markets, while continuing to support our franchisees with industry-leading tools, training, and support. We want to stay true to our mission: empowering confidence through beauty. That means building not just a service—but a brand people trust, love, and feel proud to be part of, whether they’re clients, artists, or franchise owners.

What advice would you give to aspiring entrepreneurs who want to start their own company?

Don’t wait for perfection before you launch. I started Deka Lash in a single-room studio with no fancy branding or big budget—just a strong belief in the service and the impact it could have. Progress beats perfection every time. Also, surround yourself with people who believe in your vision, but who will also challenge you. Your team will make or break your business. Build a culture of trust, communication, and constant learning.

 

Jennifer Blair’s journey with Deka Lash exemplifies how authentic entrepreneurship begins with solving real problems for real people. By focusing on the confidence business rather than just beauty services, she has created more than a successful franchise—she has built a movement that transforms how women feel about themselves every day. Her commitment to accessibility, quality, and empowerment serves as a powerful reminder that the most impactful businesses are those that enhance people’s lives while staying true to their foundational mission. For aspiring entrepreneurs, Blair’s story proves that with clear vision, persistent execution, and genuine care for your customers, it’s possible to build something that truly makes a difference.