Beauty / news
Lashify Taps Ernesto Casillas as Its First U.S. Brand Ambassador
Lashify has appointed celebrity makeup artist Ernesto Casillas, whose clients include Zendaya and Jennifer Lopez, as its first U.S. brand ambassador, as the lash brand works to simplify its system for newcomers.
Casillas has been working with Lashify's customizable lash system for several years, and the appointment formalizes a relationship already visible on red carpets and across his roster of celebrity clients.
Lashify founder Sahara Lotti said Casillas's skill at manipulating the brand's lashes and shaping different eye effects first caught her attention through his work with Zendaya. "Every time he would do a lash look, I would be aghast," Lotti said. "I was so impressed."
The deal is Lashify's first U.S. brand ambassador partnership. It arrives as the company looks to widen its audience beyond the highly customized, artist-driven positioning that helped build the brand.
Lotti said Lashify is concentrating on making its system easier for new customers to navigate, pointing to simplified offerings such as pre-mapped lash looks and trial kits. "What we realized is it's very overwhelming for the brand-new user," she said.