1. MEET SOPHY MERSZEI
As president of NovaLash EyeLash Extensions, Sophy
Merszei is literally an eyeful — beautiful, brainy and full of
energy and dedication to NovaLash. Ms. Merszei received her
Bachelor's of Arts from University of Southern California and
continued her education in the PhD program for molecular
biology at University of Houston.
Sophy’s background and interest in beauty can be traced to
her girlhood affinity for cosmetics, as she worked in the cos-
metics industry since the age of fourteen. As an educated
chemist, with an emphasis on cosmetic chemistry, she has
worked diligently to create NovaLash, the nation’s first lash
extension manufacturing company.
Armed with considerable research and a commitment to product superiority, Sophy is committed
to creating medically approved products that are safe and reliable enough for use around
the delicate eye area, in vast contrast to similar unregulated products on the market. The
result has been a highly successful corporate launch, highlighted by an honor as ICMAD’s
2007 Cosmetic Innovator of the Year for her work formulating the NovaLash Platinum Bond
Sophy’s commitment to product safety and superiority extends to the
education and training of NovaLash employees and lash stylists, where
NovaLash can — as with its adhesives and other product offerings, lay claim
as the industry leader.
“It’s been an ‘eye-opening’ experience to say the least,” said Sophy Merszei,
commenting on the hot trend driving her lash extension business. “We see
our NovaLash extensions as an ‘instant pretty’ for any woman looking for
longer, fuller lashes.”
“Our lashes are hypoallergenic, single lashes — available in a host of styles and
colors, with a natural curve that replicates a natural lash. They are meticulously
applied lash-by-lash with physician-approved, medically safe adhesives, to
upper and lower lashes, where they enhance any woman’s beauty. They are
weightless, wonderful and truly transformative.”
In addition to her role as CEO of NovaLash, Sophy is an active member of the Society of
Cosmetic Chemists and frequently writes for several industry publications. She is an expert
speaker on the subjects of eyelash extensions, permanent cosmetics and cosmetic chemistry.
Sophy was named VIP Woman of the Year in the cosmetic industry by The National
Association of Professional Women in 2010. She currently resides in Houston, TX where she
has opened her own semi-permanent makeup studio, The Lash Co., which specializes in
NovaLash eyelash extensions.
2. OUR STORY: CREATING LUSCIOUS
The beauty, luxury and glamour of mile-long, dark, lush lashes without the use of mascaras and
eyelash curlers is a beauty aspiration for most women. Since the dawn of recorded history,
women have sought to make themselves more beautiful by enhancing and adorning their eyes
using makeup and eyelash curlers as part of a beauty regimen. Now anyone can possess this
coveted beauty attribute with the award-winning, NovaLash EyeLash Extensions.
These state-of-the-art lash exten-
sions are synthetic lashes bonded to
the natural lash on a lash-by-lash
basis using physician-formulated,
medical-grade adhesives. Since
eyelashes define the eye’s natural
allure and beauty at the lash line,
NovaLash EyeLash Extensions act
to beautifully enhance the length,
fullness and color of natural lashes.
NovaLash is the leader in the field of
eyelash extensions and is committed
to providing safe, beautiful, flawless
eyelash extensions to enhance any
woman’s natural beauty.
NovaLash was created by a team of
physicians and scientists from the
University of Houston and Baylor
College of Medicine. Because
Houston is home to the world’s
largest medical center, NovaLash
was able to collaborate with a number of health care professionals including doctors, nurses,
chemists and toxicologists to produce and perfect the safest possible products and techniques.
NovaLash lashes last upwards of 6 to 8 weeks, correlating to the natural lash lifecycle, and will
require replacements, fills or touch up service(s) to replace lashes which have “cycled out”. The
application of NovaLash lashes results in lush, long-lasting, eye-opening lashes for each wearer.
NovaLash has made sound decisions regarding research and development, quality and training
while setting the industry standard(s) for safety, products and training. NovaLash currently has
six different US and International patents pending.
3. FOR YOUR EYES ONLY:
As the only physician-developed course in the lash extension industry, NovaLash training is appealing to
and attracting the most skilled cosmetologists, estheticians and makeup artists in the salon and spa
industry. These licensed professionals view the NovaLash training program as the best in the business and
an invaluable professional tool in growing salon and spa clientele. NovaLash’s superior training ensures
that licensed professionals receive the technical instruction designed to increase lash extension wear-time
The NovaLash program places special emphasis on the science behind the procedure, safety and
advanced techniques that are guaranteed to produce longer-lasting lash applications. There is also a
hands-on portion of the course, consisting of approximately five hours of hands-on instructor’s training.
Upon completing theoretical and practical instruction and students take a certification test, where they,
upon successful completion, receive a NovaLash Training Certificate, two bottles of Platinum Bond
Adhesive and a one-year free advertising listing as a trained and certified lash artist on the NovaLash
BASIC TRAINING – $525
• Full day, high intensity workshop: 2 hour theory section (workbook) & 5 hour practical section
• Group instruction and private training available in all 50 states with NovaLash certified trainers
• Hands-on training and personalized attention from the most experienced instructors in the industry
• Access to Platinum Bond Adhesive (Only sold to trained professionals—2 free bottles with certification)
• Register for a class today - find a trainer & workshop near you at www.novalash.com/register.html
ADVANCED TRAINING WITH SOPHIA NAVARRO – CALL FOR PRICING
• Apply bottom eyelash extensions and candied lashes (reflective, shimmering extensions)
• Learn secrets behind thicker application techniques and tricks to decrease your application time
• Practice special quick-dry adhesive techniques and advanced techniques for removing extensions
• Discuss business and marketing solutions to help maximize your reach and retain clients
MEET SOPHIA NAVARRO
Sophia Navarro has been an NovaLash extensionist since 2005 and is
currently NovaLash's international advanced trainer. Sophia is one of the
nations leading top extentionists and is a true innovator. She has created
her own technique for proper lash application. She has also created many
products for NovaLash which include the glamorous Candied Lashes by
Sophia Navarro, the AirNova and the most recent the award winning
NovaLash Lash Liner.
With a waiting list over two months long, Sophia has become a lash
extension superstar and has clients flying in from California, New York and
Florida. Sophia is among the most trusted extensionists; will she deliver
a flawless look but safety is her number one concern.
P L AT I N U M B O N D B Y N O VA L A S H
Eyelash extensions are currently the most profitable service in the entire beauty industry.
In order to meet the needs of this fast-growing industry, NovaLash produces the
highest quality products and supplies and offers superior physician-developed training
courses. NovaLash's award-winning products allow salons and spas to achieve success
because of the durability of our adhesive.
The biggest challenge that the lash extension industry faces is trouble with inadequate
adhesives that do not stick well. For this reason, NovaLash has developed Platinum
Bond Adhesive, a physician formulated, medical-grade adhesive that lasts up to four
times longer than competing brands.
The most durable lash extension adhesive available •
Rubber Toughened, Extra Flexible, Extra Strength
Bond • Highly resistant to heat and friction •
Strength: 3700 PSI (Steel: Steel Tensile Shear) •
Color: High Gloss Black • Set Time: 30 to 55 seconds
• Viscosity: High • Temperature Range: -65˚ to 280˚ F
• Physician Approved • Physician formulated •
Medical-grade • Highly waterproof • Oil resistant
SENSITIVE EYES FUME-FREE ADHESIVE
Dubbed the healthiest lash extension system on the market, this fume-free
adhesive was designed for clients with sensitive eyes and allergies. Because your
clients deserve the finest products available, NovaLash produces products that are:
• Physician Formulated • Medical-grade •
Formaldehyde Free as manufactured and
d e l i ve re d as confirmed by testing under EPA
method TO-11A/ 8315HPLC-UV* • Contain only
ingredients approved by the FDA for medical
and/or cosmetic use • AEWCA approved • ISO-
10993 • Quality-control manufactured
• NovaLash goes to great lengths to eliminate the
formation of formaldehyde in its adhesive during
the manufacturing process. There are many extra
steps followed to purify our adhesives. If these
steps are not followed, formaldehyde can form in
the bottle as a biproduct of exposure to water
vapor in the air.
• Once the adhesive bottle is opened for use,
diminimis amounts of formaldehyde are produced.
The amount of formaldehyde produced during the
drying process is not a health hazard.
6. WHY USE NOVALASH?
AN EYE OPENING TREND
The lash extension business has experienced a nationwide explosion onto the beauty services
scene. The desire for beautiful, glamorous lashes has not only swept celebrity-trafficked red
carpets, but is also sweeping the salons, spas and make-up studios across the world. Demand
for these luscious lashes has skyrocketed—increasing over 500% in 2006 alone, making lash
extensions the fastest growing, and most profitable market segment in the beauty industry.
WHY SHOULD MY SALON ADD THIS SERVICE?
• Cost per customer is less than $4 and clients pay an average of $200-$300 for a full set
• Experienced, full-time lash artists could generate up to $8,000-$12,000 per month
• Lash extensions require monthly touch-ups guaranteeing a steady stream of repeat clients
• Demand for lash extension far outweighs the amount of trained, professional lash artists
• Keeps your business innovative and fresh to attract new clientele for all services
• Provides the safest, most effective products including award-winning Platinum Bond Adhesive
• Offers the only physician-developed training course with the nation’s leading lash professionals
• Comprised of a dependable, professional staff to provide support and ensure client satisfaction
• Encourages continued education offering advanced training with lash pro Sophia Navarro
• Provides useful marketing materials and on-going support to maximize your business
• Offers a beautiful line of cosmetics created specifically for lash extensions to increase revenue
NOVALASH PRACTICE KIT – $469 FOR UP TO 200 CLIENTS
The practice kit contains all items required for professionals to get started and can service up to
200 clients when usedproperly. Included are the highest quality lashes on the market in a variety
of lengths and thicknesses, NovaLash’s Fume-Free Sensitive Eyes adhesive (does not include
Platinum Bond Adhesive), marketing and merchandising materials, and much more.
NOVALASH PROFESSIONAL KIT - $699 FOR UP TO 400 CLIENTS
Everything you need to build your business, and your revenues,
is included in this kit allowing you to service up to 400 clients
when used properly. Kit includes only the most superior
products available, including NovaLash’s exclusive, award
winning, Platinum Bond Adhesive. NovaLash provides only the
purest, medicalgrade, adhesives and the highest quality lashes
on the market. Also included are marketing and merchandising
materials to promote your business. Each kit can potentially
bring in thousands of dollars in revenues. With everything you
need in one kit, you can start providing the highest revenue
producing service in the beauty industry!
7. LASH STYLISTS
BEAUTY IN A WINK & IN A BLINK
“About a year ago a staff member suggested that we add eyelash extensions to our business. I started to research
the various products that were available and came across NovaLash. I was extremely skeptical given the economic
situation and that Boardman, Ohio was not a big city were clients had a disposable income for such a service. Over
the past year I have seen clients putting off their color services an extra week or two, so how
could we introduce a new service and make it successful? We had to be sure that we
would be introducing the best product available, the product that would provide
the best training. I am pleased to say that NovaLash fit every criterion, the
many referrals that we continue to get every day and that our business is up
from last year is due to NovaLash. We are so happy with the product that
we are thinking of adding the service to another location in 2010.”
– Debra Hagan, Supervisor, The Salon and Spa at Macy’s, Boardman, OH
“When I opened up Beauty Heaven 2 1/2 years ago I immediately con-
tacted NovaLash about training one of our stylists. I was already a big
fan, having gotten the service as a client, and knew that at least
myself and many of my friends would be getting the service. I was
pleasantly surprised when the service took off and we had to train 2
more stylists to keep up with demand. I have been pleased with
NovaLash as they have demonstrated themselves to be strong
leaders in the eyelash industry — setting trends, providing marketing
support and setting a high standard for quality control. I would not
consider working with any other company.”
– Ann Merin, Owner, Beauty Heaven, Orange County, CA
“Just a quick note to tell all those wondering about who the best lash
extension company is, wonder no more! It is NovaLash. The product
consistency and safety is paramount. The education offered is so
important for the safety and comfort of our clients and the added
bonus of the confidence to apply the lashes properly for the longest
life of the extension. NovaLash has always been there working with me,
answering questions and giving me inspiring ideas. Sophia Navarro’s
advanced class is a must attend; she is so patient and talented — able to
bring out the best in the artist! I love doing lash extensions; it is truly a
glamorous career. Thank you NovaLash!”
– Aimee Costales, Fayetteville, GA
“In June of 2008 I began doing NovaLash Lash extensions. The training was
absolutely wonderful, in depth and very helpful. I was very pleased with the quality
of NovaLash products. After thoroughly reviewing several others in the market,
NovaLash was the best choice for me. I am from a rather small town in the
Vidor/Beaumont Texas area but my clients include women from all around. From
soccer moms to models; my clients absolutely love their extensions and could
not go without. I call almost every week to place orders or get information
and the staff is very friendly and helpful and you get to know everyone by
name. The sales team offers very personalized service, which to me
means a lot. I’m an aesthetician and my extensions definitely overtake
my services and hope they do so for years to come!”
– Ashley Cornett, Lagniappe Salon, Vidor, TX
8. WHAT ARE NOVALASH LASH EXTENSIONS?
NovaLash Eyelash Extensions are a glamorous new way to extend the length and thickness
of eyelashes, and are a practical, convenient and beautiful alternative to the daily use of
mascara. Unlike decades-old, traditional false lashes, lash extensions are the first innovation
in lash lengthening that can be worn daily, without nightly removal. Because each tapered,
synthetic lash is bonded to a single natural lash, the final result is natural looking and difficult
to detect, even close-up.
HOW LONG DO THEY REALLY LAST?
When properly applied, using the Platinum Bond Adhesive, NovaLash lash extensions can be
worn throughout the year with minimal monthly maintenance. Touch-ups are recommended
after the initial full set application to replace any lashes that may have fallen off. To maintain
the full, thick appearance of a new set of lashes a visit to your beauty/lash professional is
required every 4 weeks.
HOW MUCH SHOULD I CHARGE MY CUSTOMERS FOR THIS SERVICE?
As with any service, the price should be set in accordance with other services on the menu.
Prices currently range between $150 and $500 for a full set. Partial sets can be offered at
lower price points to make the service more accessible.
CAN LASH EXTENSIONS HARM NATURAL LASHES?
When applied properly, lash extensions will not harm natural lashes. NovaLash lash stylist
Sophia Navarro has developed a technique that allows natural lashes to grow and thrive with
extensions. This technique requires several different “separation” steps during the application
process. Since each natural lash must be allowed to grow independently of its neighboring
lash, proper lash separation is critical to healthy, successful applications.
DO I NEED TO TAKE A TRAINING CLASS?
Applying lash extensions can be tricky for some people and good results require not only
thorough training, but patience, excellent fine motor skills and good vision. Most professionals
who purchase a kit without receiving training, later abandon the service altogether because
of poor results. The NovaLash training course is the industry’s only physician-developed
course, with an emphasis on increasing extension wear-time, increasing application speed
and using the safest, most advanced tools and products. NovaLash Platinum Bond Adhesive
is the key to long-lasting lashes and can only be purchased by a certified lash artist. While
lash extensions can be an extremely profitable service that sets your business apart from
others, applying lashes using the proper technique is required to reap the full financial
benefits of the service.
. . .TA L K ABOUT
C A N DY. . .
N OVA L A S H C A N D I E D L A S H E S
BY S O P H I A N AVA R R O
NovaLash's Candied Eyelashes by Sophia Navarro add a subtle mysterious shimmer
to regular lash extensions. These seven delicious flavors of eye candy can be worn
day or night for a delicate sparkle that lasts up to two weeks.
Our Candied Lashes are hand-dipped, freeze dried, and crystallized. They are
exclusive to NovaLash and are Patent-Pending. The lashes come in one standard
thickness and length which allows the extensionist to trim the base of each lash to
the desired length. The six delicious colors are: Cinnamon Toast (brown), Blue
Raspberry (blue), Mint Chocolate Chip (green), Pink Lemonade (pink), Butterscotch
(gold), and Mint Julep (teal). Licorice (black) sold separately.
Kelly is wearing NovaLash Candied Lashes in “Pink Lemonade,” “Butterscotch,”
and “Cinnamon Toast.”
10. HOT OFF THE PRESS!
NOVALASH IN THE NEWS
11. LASHES SO LONG-LASTING, YOU’LL
SO LUXURIOUS, YOU’LL WISH THEY WERE
THINK THEY’RE YOUR OWN
1200 Southmore Blvd.
Houston, TX 77004
Director of Operations
713.520.5848 ext 104
Marketing & Public Relations
713.520.5848 ext 109
Buyers' Consultant - Manager
713.520.5848 ext 101
713.520.5848 ext 105
713.520.5848 ext 102
713.520.5848 ext 103