Beautician develops best-selling lash serum to lengthen her client’s eyelashes

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An Australian beautician who created a highly successful lash and brow growth serum reveals how she built her brand Tweak Cosmetica from the ground up with no e-commerce experience.

Natalie Nemer is the number one certified lash technician in South Australia and as such wanted to provide her bevy of clients with a foolproof way to grow and strengthen their lashes in between appointments.

She tested what is now the brand’s signature Lash & Brow Growth Serum ($79.95) for a year before deciding it was ready to be brought to market

She tested what is now the brand’s signature Lash & Brow Growth Serum ($79.95) for a year before deciding it was ready to be brought to market.

Tweak Cosmetica has since expanded to include an Anti-Frizz Hair Wand ($23.95), Pink Plumping Eye Masks ($29.95) and Max Hydration Sheet Masks ($34.95). 

‘Tweak was created in my little studio where I worked as a lash tech, lifting ladies lashes around Adelaide,’ Natalie told FEMAIL.

‘Tweak didn’t initially start out as a brand. I knew nothing about starting an e-commerce business, all I knew is that my clients were constantly asking for a lash growth serum and I wanted to be the one to give the product to them.

‘I had done some research on other brands however they were either too expensive or ineffective. This is where I enlisted the help of a manufacturer to help me create an amazing product that was accessible by everyone.

During the year she spent trialling formulations Natalie began organising the business side of the brand.

During the year she spent trialling formulations Natalie began organising the business side of the brand

Creating Tweak has been the ‘most amazing, challenging, time-consuming, incredible experience’ for Natalie who has been hands on during the initial product development phase right up to where it is today

‘Soon after releasing my lash growth serum and seeing the response it received, I realised that I wanted to continue to grow and create a brand that created simple, fun, and effective beauty and skincare products for like-minded people,’ she said.

‘I have to say, it wasn’t a smooth ride, and I still experience a lot of trial and errors, with many hurdles to this day however it is the best thing I have ever done.’

Creating Tweak has been the ‘most amazing, challenging, time-consuming, incredible experience’ for Natalie who has been hands on during the initial product development phase right up to where it is today with an online store and hundreds of orders streaming in.

‘My clients and customers can always trust that Tweak and the products I create are of quality and are developed because they are things that I have wanted and needed in my own self-care routine,’ she said.

‘I constantly talk to my customers and value their feedback, and this goes into how we approach either improving current products or creating new products.

Tweak Cosmetica has since expanded to include an Anti-Frizz Hair Wand ($23.95), Pink Plumping Eye Masks ($29.95) and Max Hydration Sheet Masks ($34.95)

‘My goal for Tweak is to create products that not only work physically but also make everyone feel amazing. 

‘Tweak Cosmetica is going to “tweak” and enhance who you already are, we’re not into the business of changing you, we want you to feel confident in your natural self.’

There are plenty of five-star reviews calling the lash serum ‘the best one on the market’.

‘This is the best product ever. It actually works well and I’ve tried many other products without success. Everyone has noticed how much my lashes have grown! I will continue using and promoting this product forever,’ one woman wrote.

‘From the moment I tried this lash serum I haven’t been able to go without it! It’s honestly the only thing that’s stopped my lashes and brows from falling out due to meds,’ said another.

A third added: ‘Great product. Gifted to me at Christmas and my lashes have grown so much! I have now purchased more for my continued use. Very happy with the result’.

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