Deka Lash

Deka Lash operates in the beauty and personal care industry, specializing in eyelash extensions and related aesthetic services. Jennifer Blair founded the concept in 2011 after becoming frustrated by limited access to quality lash extensions. After earning her certification, she opened a one bed studio in Pittsburgh, Pennsylvania. “Deka” combines the names of her daughters, Demi and Karli, and means “10” in Greek, a number historically linked with beauty and perfection. The concept centers on making beautiful, affordable, accessible lash extensions available to everyone. Franchising began in 2016. As of April 2023, with figures confirmed by 2024 FDD data, the brand had over 130 franchised locations in the United States and Canada. Some operating data reports 62 total franchised units, while the broader brand presence and awarded territories show over 300 territories awarded since international franchising began in June 2019. Deka Lash focuses on a luxurious, client focused experience and recurring revenue. Look Good Brands LLC expanded its portfolio by acquiring a boxing company in August 2019.

Deka Lash serves a beauty and personal care market shaped by demand for specialized aesthetic services, personal grooming, enhanced natural beauty, and recurring treatments that support everyday confidence. Consumers are also showing interest in luxurious, client focused experiences and specialized services. Repeat visits are central to the model and can create ongoing revenue from returning clients. Beauty services often attract franchise investment because personal appearance remains a priority across different economic cycles. Lash and brow services include many independent operators, alongside franchise systems that provide consistent quality, branding, and operational support. Entrepreneur Magazine’s Franchise 500 ranked Deka Lash number 1 in the Lash & Brow Services category in 2023 and 2024. Rising disposable incomes and increased attention to personal wellness and aesthetics also support demand for experiential services.

The initial franchise fee is listed as $59,900 in some disclosures and $50,000 in others, so buyers should review the current Franchise Disclosure Document. Reported total initial investment figures include $221,360 to $540,384 as of April 2023, an average of $286,000 to $449,000 in October 2025/2026 FDD data, and $285,900 to $449,350 in 2024 FDD data. A Regular Unit is reported at $285,900 to $460,850. The 2025/2026 FDD data includes an Operations Onboarding & First Studio Opening Support Fee of $5,450 and Initial Staff Training & Certification of $3,750. Leasehold Improvements & Project Management range from $75,000 to $150,000, with another source reporting $15,000 to $189,119. Furniture, Fixtures and Equipment range from $60,000 to $86,000, or $70,540 to $114,559 in another source. Rent and Security Deposits range from $12,000 to $25,000, or $1,938 to $31,360. Signage costs $5,000 to $10,000. Start up Supplies and Inventory are listed at $13,500, or $9,418 to $14,316. Grand Opening and Marketing costs range from $9,000 to $12,000. Franchisees generally need a net worth of $250,000, liquid capital of $75,000, and working capital of $6,000 to $15,000. The royalty fee is 6% of gross sales. Advertising charges vary by disclosure: 1% of gross sales as of April 2023, 2% as of October 2025, $2,000 per month plus 3% in the 2026 FDD, and 3.0% in 2024 FDD data.

Franchisees are expected to oversee daily operations, customer satisfaction, and consistent eyelash extension service quality. Staffing includes Initial Staff Training & Certification costing $3,750 and estimated payroll of $23,000 to $35,000. Training and launch support include the $5,450 Operations Onboarding & First Studio Opening Support Fee and New Franchisee Training Travel, Meals & Lodging estimated at $300 to $3,000. Founder and CEO Jennifer Blair focuses on product development, training methods, research and development, and customer experience. Headquarters is located at 3075 Washington Road, McMurray, PA 15317, in Pittsburgh, Pennsylvania. As of April 2023, the leadership team included Michael Blair as CEO, Shant Assarian as President, Alexandra Russo as VP of Marketing, Kiara Martilla Henning as Director of Digital Marketing, and Brittany Romano as Director of Operations. Jerel Tomasello has also been identified as Chief Operating Officer and President. Marketing support is funded through charges of 1% in April 2023, 2% in October 2025, $2,000 per month plus 3% in the 2026 FDD, or 3.0% in 2024 FDD data. More than 300 territories have been awarded. Design and architectural plans cost $1,000 to $5,000, supporting a standardized studio build out. Training and corporate support point to an owner operator model.

Historical FDDs, company representations, and public information provide other reference points. Glassdoor estimates place Deka Lash owner pay at approximately $200,513. Deka Lash ranked number 1 in the Lash & Brow Services category in Entrepreneur Magazine’s Franchise 500 in 2023 and 2024. The system grew from 52 studios in 23 states in 2016 to over 130 franchised locations in the United States and Canada by April 2023. A customer satisfaction average rating of 4.68 across numerous reviews supports evidence of repeat business.

Deka Lash began franchising in 2016, when it had 52 studios across 23 states. By March 2020, it had 81 open studios in 26 states. By April 2023, with figures confirmed by 2024 FDD data, the system had over 130 franchised locations across the United States and Canada. More than 300 territories have been awarded, and international franchising began in June 2019. Deka Lash ranked number 31 on Entrepreneur Magazine’s Top New Franchise List in 2019 and appeared on Entrepreneur’s 2018 Top New Franchise and 2019 Fastest Growing Franchise rankings. In 2020, it ranked number 93 on Entrepreneur Magazine’s Fastest Growing Franchise List, up from number 138 the prior year. The brand focuses on eyelash extensions, a luxurious client focused experience, and recurring revenue. Studios are concentrated in Texas, Pennsylvania, West Virginia, California, and Georgia. Look Good Brands LLC acquired a boxing company in August 2019. Jennifer Blair remains focused on product, training, research and development, and customer experience, while Michael Blair has led national franchising as CEO since 2015.

A prospective franchisee generally needs a net worth of $250,000, liquid capital of $75,000, and working capital of $6,000 to $15,000. The brand does not expressly require prior industry experience, but its financial requirements and operating structure may suit buyers with business or management experience. The award of over 300 territories and growth from 52 units to over 130 locations indicate potential for multi unit ownership. Texas, Pennsylvania, West Virginia, California, and Georgia have established studio concentrations and may offer evidence of existing demand and operating activity. Launch planning includes the $5,450 Operations Onboarding & First Studio Opening Support Fee and Design and Architectural Plans costing $1,000 to $5,000. Training and corporate assistance support an owner operator structure in which franchisees participate in daily management and growth. Deka Lash offers access to a specialized beauty service model with recurring client visits and a developed franchise support system. PeerSense provides independent franchise research, including SBA lending history, Loan Activity Score, location maps with Google ratings, FDD financial data, and side by side comparison tools. PeerSense is a commercial capital advisory firm that introduces franchise buyers to SBA and conventional lenders and does not lend or approve loans.