In this FDD Talk post, you’ll learn the following:
- Section I – Background information on the Amazing Lash Studio franchise opportunity, including relevant news updates
- Section II – Estimated initial investment for an Amazing Lash Studio franchise, based on Item 7 of the company’s 2021 FDD
- Section III – Initial franchise fee, royalty fee, marketing fee, and other fees for an Amazing Lash Studio franchise, based on Items 5 and 6 of the company’s 2021 FDD
- Section IV – Number of franchised and company-owned Amazing Lash Studio outlets at the start of the year and the end of the year for 2018, 2019, and 2020, based on Item 20 of the company’s 2021 FDD
- Section V – Presentation and analysis of Amazing Lash Studio’s financial performance representations, based on Item 19 of the company’s 2021 FDD, including information on the:
- 2020 average, median, highest, and lowest unit volume, by month, for the 207 Amazing Lash Studios open and operating as of January 1, 2019, including those which were formerly operated by Amazing Lash Studio’s wholly-owned subsidiaries until May 2020
- 2019 average, median, highest, and lowest unit volume, by month, for the 164 Amazing Lash Studios open and operating as of January 1, 2018, including those which were formerly operated by Amazing Lash Studio’s wholly-owned subsidiaries until May 2020
Section I – Background Information
19 Things You Need to Know About the Amazing Lash Studio Franchise
Appoints New CEO
1. In late October 2020, WellBiz Brands, Inc., the parent company of Amazing Lash Studio, announced the appointment of Stephanie Hu as the new chief executive officer of the Amazing Lash Studio brand. This appointment was part of a broader realignment for the portfolio company.
2. Hu, who also serves as the CEO of the Fitness Together brand, joined WellBiz Brands in 2019. She brings an extensive background in the health and wellness space, with an expertise in female-focused brands. Her prior roles include serving as president of Life Time Sport, president of Total Health and Fitness, and several years of leadership experience helping to drive the growth of iconic brands like Yoplait, Nature Valley, and Progresso.
3. Jeremy Morgan, CEO of WellBiz Brands, Inc., said, “As the category leader in eyelash extension services, the Amazing Lash Studio franchise system has so much growth potential and runway. Stephanie brings the strategic thinking and inspirational leadership that will capitalize on the momentum of the brand and take it to the next level.”
4. Demand for eyelash extensions continues to grow rapidly, with trial among beauty consumers doubling from 2016 through 2019, according to Poshly, a national beauty consumer market research company. The Amazing Lash Studio brand is filling a gap in the industry by making the service available to the masses with its more accessible membership price point.
5. Hu said, “I’m so honored to be carrying on the mission of the Amazing Lash Studio brand. This brand stands for empowering women and creating lasting confidence, which is a purpose I am passionate about. My entire career has been focused on creating products and services that women love and I look forward to utilizing this knowledge to support franchisees and guests. Together we will leverage our position as the category leader in eyelash extension services, using that energy to continuingly evolve and solidify the brand’s future success.”
6. Hu’s announcement is part of a broader WellBiz Brands portfolio strategy focused on leveraging all the talent and resources of the brand’s portfolio. As part of this alignment, WellBiz Brands has created a new Operations Strategy team focused on business strategy planning and execution, as well as a realignment of the marketing platform.
7. Morgan added, “WellBiz Brands’ mission is to work with franchise owners to help them build profitable businesses. In a COVID world, unlocking all of WellBiz Brands’ resources to support franchise owners is more critical than ever. All of these changes enhance our ability to work with all franchise owners to help them drive top-line growth, while keeping our relentless focus on a great customer experience.”
Celebrates National Lash Day with a National Self-Love Sweepstakes
8. Amazing Lash Studio celebrated National Lash Day on February 19, 2021. In celebration of this holiday, the brand hosted a national Self-Love Sweepstakes with the ability to enter from Friday, February 19 to Sunday, February 28, 2021 by texting “LASH” to 89000.
9. Five winners won a Twice Monthly Membership, five winners won lash “Retail Package” prizes, and 20 winners won complimentary Lash Bath service. Additionally, anyone that texted “LASH” to 89000 received a promotional code for Lash Cash which is valued at $10 off towards a first full set of lashes, service upgrades, or retail products. The offer expired on March 15, 2021.
10. As women continue to navigate everyday life through the pandemic, the message of self-care and self-love has never been more important. Since 2010, the Amazing Lash Studio brand has been focused on helping guests look and feel amazing, and right now, this mission has taken on a more important meaning. This year, in celebration of National Lash Day, the brand is focusing on honoring the most powerful and enduring love of all: self-love.
11. Stephanie Hu, CEO of Amazing Lash Studio, said, “Throughout the challenges of the past year, the brand has recognized the need and opportunity to provide guests with tools for self-love and self-care. Last year taught us the importance of taking care of oneself mentally and physically and in 2021, the Amazing Lash Studio brand wants to continue making it a priority. We want guests to feel safe, pampered, confident and empowered.”
12. Amazing Lash Studio locations use a patented application process, where a certified Lash Stylist will attach lightweight eyelash extensions to each lash to amplify the natural lash line. Guests enjoy services in private lash suites where lash experts help them select and customize the lash style best suited for their eye shape, desired look, and lifestyle.
13. In addition to the brand’s specially designed lightweight synthetic eyelash extensions, Amazing Lash Studio also offers Volume lashes, for an even fuller lash line or special occasion look, including Featherweight Volume Lashes also known as Featherweight Russian Volume, for ultra-light, and crazy-comfortable volume lashes.
14. The safety of guests and studio employees continues to be of the utmost importance for the brand. The brand continues to implement enhanced safety and sanitation standards that meet or exceed all CDC and local government guidelines. As women continue to find ways to practice self-care, the Amazing Lash Studio brand is thrilled to be a solution, offering lash services to help them look and feel their best on National Lash Day and beyond.
Company History
15. Amazing Lash Studio was founded in 2010 by Edward and Jessica Le in Houston, Texas. The Les, who are both immigrants from Vietnam, earned various medical degrees after moving to Houston. However, Jessica Le had always been interested in the beauty industry and she ended up getting a cosmetology degree.
16. Eventually, Jessica Le learned about eyelash extensions and began doing them on friends and family. She created her own website and built up clientele. Edward Le noticed his wife’s passion for eyelash extensions, as well as the growing demand, and decided to help his wife set up a full-time lash extension business.
17. The first Amazing Lash Studio was a hit and the business grew quickly. The Les opened additional studios and began franchising the concept in 2013. In just a few years, Amazing Lash Studio had grown to 75 locations. In 2016, the Les decided they wanted to sell the business. They brought in Heather Elrod to help get Amazing Lash Studio ready for sale.
18. In 2018, backed by KSL Capital Partners, WellBiz Brands acquired Amazing Lash Studio from the Les, who decided to exit the company completely. Elrod was appointed CEO and there are now Amazing Lash Studios all across the United States.
Entrepreneur’s Franchise 500
19. Amazing Lash Studio ranked No. 99 on Entrepreneur’s 2021 Franchise 500 list.
Section II – Estimated Costs
- Please click here for detailed estimates of Amazing Lash Studio franchise costs, based on Item 7 of the company’s 2021 FDD.
Section III – Initial Franchise Fee, Royalty Fee, Marketing Fee, and Other Fees
- Please click here for detailed information on Amazing Lash Studio’s initial franchise fee, royalty fee, marketing fee, and other fees, based on Items 5 and 6 of the company’s 2021 FDD.
Section IV – Number of Franchised and Company-Owned Outlets
Franchised
2018
- Outlets at the Start of the Year: 172
- Outlets at the End of the Year: 205
- Net Change: +33
2019
- Outlets at the Start of the Year: 205
- Outlets at the End of the Year: 238
- Net Change: +33
2020
- Outlets at the Start of the Year: 238
- Outlets at the End of the Year: 258
- Net Change: +20
Company-Owned
2018
- Outlets at the Start of the Year: 0
- Outlets at the End of the Year: 7
- Net Change: +7
2019
- Outlets at the Start of the Year: 7
- Outlets at the End of the Year: 7
- Net Change: 0
2020
- Outlets at the Start of the Year: 7
- Outlets at the End of the Year: 0
- Net Change: -7
Section V – Financial Performance Representations (Item 19, 2021 FDD) and Analysis
2020 & 2019 Year-Over-Year Performance
- Due to the COVID-19 pandemic and/or executive orders from applicable health and governmental authorities during 2020, many Studios temporarily closed or otherwise operated on a limited basis during 2020.
- Part 1 presents monthly data for 2020 for all Studios which had been open and operating as of January 1, 2019.
- Part 2 presents monthly data for 2019 for all Studios which had been open and operating as of January 1, 2018 for comparison as its representations predate the COVID-19 pandemic.
- Amazing Lash Studio does not anticipate making substantial changes to the Franchise System or its business model in response to the COVID-19 pandemic, although it is continuing to monitor consumer demands.
- Studios are deemed “Open” in any given month in which they processed transactions, including the collection of monthly membership fees, from guests and/or members.
- Studios are deemed “Operating” in a month if they performed eyelash or eyebrow services for guests and/or members.
- Revenue figures in Part 1 are based upon actual data Amazing Lash Studio requires its franchisees to submit to it on a monthly basis and are defined in the same manner as Gross Receipts are defined under the Franchise Agreement.
- Specifically, as described in Item 6, “Gross Receipts” include all of your revenue and receipts, including those taken by cash, credit card, debit card, check, electronic funds transfer, ACH, trade, barter, or exchange.
- Gross Receipts also include: (a) any other means of revenue derived from the operations of your Studio, including the sale of memberships, merchandise, or any products or services that are sold by you, whether sold at the Premises or from an off-Premises location; (b) all revenue from the sale or redemption of gift cards, in accordance with Amazing Lash Studio’s then-current System Standards; and (c) the gross amount of any business interruption or similar insurance payments.
- Gross Receipts exclude: (i) sales, use, or privilege taxes paid to the appropriate taxing authority; (ii) refunds that are provided to clients; and (iii) tips received from clients for payment to your employees.
Part 1 – 2020 Annualized Unit Volume, by Month (All Studios Open as of January 1, 2019)
- Part 1 presents monthly 2020 information from all 207 Studios open and operating as of January 1, 2019, including those which were formerly operated by Amazing Lash Studio’s wholly-owned subsidiaries until May 2020.
January 2020
- Number of Studios Open: 207
- Number of Studios Operating: 207
- Average Unit Volume (Studios Open): $723,241
- Number of Studios That Met or Exceeded Average: 92
- Low Range: $225,276
- High Range: $1,751,062
- Median Unit Volume: $694,486
February 2020
- Number of Studios Open: 207
- Number of Studios Operating: 207
- Average Unit Volume (Studios Open): $731,350
- Number of Studios That Met or Exceeded Average: 87
- Low Range: $244,932
- High Range: $1,763,679
- Median Unit Volume: $691,456
March 2020
- Number of Studios Open: 206
- Number of Studios Operating: 4
- Average Unit Volume (Studios Open): $586,535
- Number of Studios That Met or Exceeded Average: 92
- Low Range: $191,827
- High Range: $1,462,002
- Median Unit Volume: $559,078
April 2020
- Number of Studios Open: 206
- Number of Studios Operating: –
- Average Unit Volume (Studios Open): $178,346
- Number of Studios That Met or Exceeded Average: 102
- Low Range: $1,992
- High Range: $719,338
- Median Unit Volume: $178,309
May 2020
- Number of Studios Open: 206
- Number of Studios Operating: 129
- Average Unit Volume (Studios Open): $197,718
- Number of Studios That Met or Exceeded Average: 101
- Low Range: $240
- High Range: $947,778
- Median Unit Volume: $199,685
June 2020
- Number of Studios Open: 204
- Number of Studios Operating: 189
- Average Unit Volume (Studios Open): $385,302
- Number of Studios That Met or Exceeded Average: 98
- Low Range: $720
- High Range: $1,416,060
- Median Unit Volume: $372,603
July 2020
- Number of Studios Open: 203
- Number of Studios Operating: 194
- Average Unit Volume (Studios Open): $482,296
- Number of Studios That Met or Exceeded Average: 85
- Low Range: $41,048
- High Range: $1,486,269
- Median Unit Volume: $447,452
August 2020
- Number of Studios Open: 202
- Number of Studios Operating: 194
- Average Unit Volume (Studios Open): $486,491
- Number of Studios That Met or Exceeded Average: 91
- Low Range: $840
- High Range: $1,574,055
- Median Unit Volume: $467,766
September 2020
- Number of Studios Open: 202
- Number of Studios Operating: 194
- Average Unit Volume (Studios Open): $524,591
- Number of Studios That Met or Exceeded Average: 90
- Low Range: $1,440
- High Range: $1,812,174
- Median Unit Volume: $478,911
October 2020
- Number of Studios Open: 201
- Number of Studios Operating: 193
- Average Unit Volume (Studios Open): $587,574
- Number of Studios That Met or Exceeded Average: 82
- Low Range: $4,200
- High Range: $1,776,162
- Median Unit Volume: $551,276
November 2020
- Number of Studios Open: 201
- Number of Studios Operating: 193
- Average Unit Volume (Studios Open): $563,915
- Number of Studios That Met or Exceeded Average: 80
- Low Range: $139,335
- High Range: $1,636,130
- Median Unit Volume: $522,809
December 2020
- Number of Studios Open: 201
- Number of Studios Operating: 193
- Average Unit Volume (Studios Open): $582,082
- Number of Studios That Met or Exceeded Average: 84
- Low Range: $52,430
- High Range: $1,768,818
- Median Unit Volume: $556,652
Full Year 2020
- Average Unit Volume (Studios Open): $502,453
Part 2 – 2019 Annualized Unit Volume, by Month (All Studios Open as of January 1, 2018)
- Part 2 presents monthly 2019 information from all 164 Studios open and operating as of January 1, 2018, including those which were formerly operated by Amazing Lash Studio’s wholly-owned subsidiaries until May 2020.
January 2019
- Number of Studios Open: 164
- Number of Studios Operating: 164
- Average Unit Volume (Studios Open): $718,466
- Number of Studios That Met or Exceeded Average: 70
- Low Range: $305,036
- High Range: $1,848,667
- Median Unit Volume: $626,331
February 2019
- Number of Studios Open: 164
- Number of Studios Operating: 164
- Average Unit Volume (Studios Open): $710,429
- Number of Studios That Met or Exceeded Average: 72
- Low Range: $300,634
- High Range: $1,667,994
- Median Unit Volume: $608,724
March 2019
- Number of Studios Open: 163
- Number of Studios Operating: 163
- Average Unit Volume (Studios Open): $785,731
- Number of Studios That Met or Exceeded Average: 67
- Low Range: $317,098
- High Range: $1,722,868
- Median Unit Volume: $676,416
April 2019
- Number of Studios Open: 163
- Number of Studios Operating: 163
- Average Unit Volume (Studios Open): $778,315
- Number of Studios That Met or Exceeded Average: 69
- Low Range: $342,273
- High Range: $1,739,699
- Median Unit Volume: $661,277
May 2019
- Number of Studios Open: 163
- Number of Studios Operating: 163
- Average Unit Volume (Studios Open): $817,877
- Number of Studios That Met or Exceeded Average: 72
- Low Range: $320,729
- High Range: $1,860,286
- Median Unit Volume: $701,168
June 2019
- Number of Studios Open: 163
- Number of Studios Operating: 163
- Average Unit Volume (Studios Open): $782,290
- Number of Studios That Met or Exceeded Average: 69
- Low Range: $269,530
- High Range: $1,908,965
- Median Unit Volume: $671,696
July 2019
- Number of Studios Open: 163
- Number of Studios Operating: 163
- Average Unit Volume (Studios Open): $784,701
- Number of Studios That Met or Exceeded Average: 70
- Low Range: $247,151
- High Range: $1,723,566
- Median Unit Volume: $671,900
August 2019
- Number of Studios Open: 163
- Number of Studios Operating: 163
- Average Unit Volume (Studios Open): $797,101
- Number of Studios That Met or Exceeded Average: 71
- Low Range: $296,750
- High Range: $1,772,360
- Median Unit Volume: $671,934
September 2019
- Number of Studios Open: 163
- Number of Studios Operating: 163
- Average Unit Volume (Studios Open): $743,348
- Number of Studios That Met or Exceeded Average: 71
- Low Range: $286,860
- High Range: $1,686,999
- Median Unit Volume: $636,028
October 2019
- Number of Studios Open: 163
- Number of Studios Operating: 163
- Average Unit Volume (Studios Open): $772,502
- Number of Studios That Met or Exceeded Average: 65
- Low Range: $325,630
- High Range: $1,822,102
- Median Unit Volume: $679,948
November 2019
- Number of Studios Open: 161
- Number of Studios Operating: 161
- Average Unit Volume (Studios Open): $769,070
- Number of Studios That Met or Exceeded Average: 68
- Low Range: $312,963
- High Range: $1,699,938
- Median Unit Volume: $645,858
December 2019
- Number of Studios Open: 161
- Number of Studios Operating: 161
- Average Unit Volume (Studios Open): $809,269
- Number of Studios That Met or Exceeded Average: 68
- Low Range: $344,473
- High Range: $1,774,177
- Median Unit Volume: $686,955
Full Year 2019
- Average Unit Volume (Studios Open): $772,425
- Amazing Lash Studio compiled this data using information submitted to it by its franchisees. Amazing Lash Studio did not audit or otherwise verify the accuracy of the information submitted. These revenues are based upon historical data.
- Some outlets have earned these amounts. Your individual results may differ. There is no assurance that you will earn as much.
- Amazing Lash Studio is unaware of any particular characteristics (such as geographic location) in the Studios listed in the tables above that differ materially from the Studio being offered by the Disclosure Document.
- However, factors that might adversely impact average revenues for a given Studio include the general public’s perception of eyelash and eyebrow services, increased competition in the retail salon business industry, actions by franchisees that are out of Amazing Lash Studio’s control that could adversely impact the Franchise System, and the status of the general economic environment.
- The negative impact of such factors would also adversely impact a franchisee’s net income, profits, and earnings.
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