From the chair to the brand.

NAE2SLAE began as an independent lash business. Years of client work, refinement and repetition turned that into a set of signature techniques — including Mascara Mood, the set clients now book by name.

As demand grew, so did the business. A single technician became a South East London beauty bar with a trained team delivering lashes, brows, skin, teeth whitening and waxing to a consistent standard.

Educating came next. Other professionals wanted to know how the sets were built, how retention was achieved and how the business behind it worked. That became the NAE2SLAE Academy — in-person training, masterclasses, online courses and digital resources.

Today the brand spans beauty, education, business and products. The ambition is straightforward: build a beauty company that keeps growing beyond the treatment chair.