After building its business through direct-to-consumer distribution, Amazon and TikTok Shop, FlutterHabit is entering brick-and-mortar retail through Sephora, its first major retail partnership.
The move further strengthens its owner Performance Beauty Group’s presence in the beauty specialty retailer’s lash business. Along with FlutterHabit, Sephora carries its brands Grande Cosmetics, Lilly Lashes and Velour Lashes. House of Lashes appears to be the only other lash-focused brand currently available on Sephora’s website.
“We know that Sephora has that proven customer for lash, so this is where we really want to make sure we stand out,” says Performance Beauty Group president Sabeen Mian. “FlutterHabit naturally filled a white space on that endcap with these DIY lash extensions. It’s the perfect home for it.”
FlutterHabit describes itself as the first DIY lash extensions brand at Sephora, bringing at-home lash extensions, a category distinct from traditional strip lashes, to the retailer. It will launch in more than 500 stores and on the retailer’s site on July 24 with its bestselling $24 STICKtionary lashes, $28 PrepTECH lashes, $18 Foam a Friend lash cleanser and brush set, and the new $16 Lash Off lash removal spray.
The retailer will play an important role in educating shoppers on how to apply FlutterHabit’s lashes. Unlike traditional strip lashes, they’re applied beneath the natural lash rather than on the lash line, a technique that can take practice for first-time users. Ahead of the launch, the brand plans to roll out educational content to help consumers learn the application process.
“Sephora is not the kind of partner who just sells beauty, it really does help the customer understand and learn beauty,” says Mian. “Their whole retail model was really built around discovery and trial and in-store education, and that felt like a natural home for our brand because it’s not something that’s super easy to put on.”
Founder Kasey Jackson started FlutterHabit with her husband, Tim, in 2019 after wanting a comparatively affordable and less time-consuming alternative to professional lash extensions. The Jacksons spent around $12,000 on inventory to launch the brand and, in less than a year, surpassed $1 million in sales.
Gauge Capital-backed Performance Beauty Group bought the brand, which was previously available through spas and salons, in 2023. Other beauty brands in its portfolio include Babe Original and Bondi Boost. Across its brands, the company generated between $500 million and $700 million in global retail sales in 2024, according to a Beauty Independent interview with CEO JuE Wong in October that year.
FlutterHabit operates in a segment on the upswing. Market research firm Custom Market Insights estimates the global DIY eyelash market will grow at a 6.9% compound annual growth rate, from a projected $2 billion in 2025 to $3.1 billion by 2034. Against that backdrop, FlutterHabit has sold more than 18 million pairs of DIY lash extensions, equivalent to selling about one pair every 10 seconds.
So far in 2026, the brand has seen revenue climb 50% compared to the same period last year. According to Mian, one-third of its direct-to-consumer sales are driven by subscriptions. She hopes FlutterHabit will eventually participate in Sephora’s auto-replenishment program.
FlutterHabit releases new lash styles every three to six months and has more than 30 in its lineup today. Limited-edition styles are common and have been added to the permanent collection following feedback from the more than 30,000 members of the brand’s Facebook group. The brand increasingly turns to feedback from the group to guide product development.
“We treat it almost like a focus group for us,” says Mian. “We ask them the questions around what should we be launching? What do they like about certain lashes? What do they wish we improved? And they’re super vocal.”
FlutterHabit’s core customers range from the busy mom who doesn’t have time to go to the salon but still wants to feel put together to Mian’s own teenaged kids. The new partnership with Sephora will allow the brand to meet those customers in person for the first time and introduce FlutterHabit to new ones.
“Ultimately, it’s the customer who just wants to feel confident and wake up feeling like they don’t have to do much,” says Mian. “We’re so grateful that our community has gotten us to this point after seven years, and we’re excited to get the lashes into the hands of new customers. We’re excited about how this changes the funnel.”
