We recently connected with Dayna Tames and have shared our conversation below.

Hi Dayna , thanks for joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

I think a lot of people assume Tameless Lash Artistry grew quickly because they discovered the brand at its more visible stage, when I was winning awards, judging internationally, or teaching. But there was a long stretch in between where I was learning, experimenting, trying things that did not work, changing direction, and building systems that could hold up over time.

When I started, I was working behind the chair as a licensed cosmetologist and took lash clients one by one, slowly improving my timing, retention, and styling. I spent a lot of money on education and traveled for advanced courses and competitions because I knew I did not want to be good in my area, I wanted to understand the craft at a professional and global level. That meant years of investing more than I was making, saying no to shortcuts, and choosing a standard that did not always match what others around me were doing.

Scaling happened gradually and intentionally. I did not focus on becoming bigger, I focused on becoming better, and the demand grew as a result. Once my clientele and reputation stabilized, I shifted into education, first by writing my own curriculum and testing it with small groups. From there, I refined my training process, created online theory so students had foundational knowledge before practicing in person, and eventually built a program that was structured, repeatable, and measurable in terms of student outcomes. Only after that foundation was solid did I expand into larger training offers, brand partnerships, and licensing.

There were plenty of adjustments along the way, including classes that did not fill as expected, marketing ideas that did not land, and content that had to be rewritten. None of that was failure, it was data. The main strategy that worked for me was staying committed to a high standard even when it did not create quick results. Today, Tameless Lash Artistry is accredited internationally, teaches students across the United States, and continues to expand, not because of one defining moment, but because the work behind the scenes was taken seriously long before it was celebrated publicly.

Dayna , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am a licensed cosmetologist and the founder of Tameless Lash Artistry, an internationally accredited lash education company based in the United States. I originally started in the beauty industry after years of working in a completely different career path, but I knew I wanted to build something that allowed me to work creatively, connect with people, and give women confidence in a very real and lasting way. What started as a service based business gradually grew into advanced education, international judging, and multiple professional certifications.

I became interested in lash extensions because they combined detail, artistry, science, and transformation. I began taking clients one at a time and became fascinated by how different each eye shape and natural lash pattern could be. Very early on I realized that lash artistry was not just a service but a technical skill that required ongoing training and research. I spent years studying adhesive chemistry, lash health, styling theory, eye anatomy, and global application methods so I could provide work that was safe, long lasting, and customized.

Today I offer luxury lash services, professional lash education, and a full international training curriculum for artists who want to learn at a higher standard. Students who train through Tameless receive online theory, in person training, hands on model work, and continued mentorship. My curriculum is recognized by the International Association of Judges of the Lash and Brow Industry based in Barcelona, which is currently the only accreditation held by any lash training program in the United States. I also offer Educator Licensing for artists who are ready to teach using my curriculum and standards in their own region.

The core problem I solve is the lack of consistent, science based, safe education in the lash industry. Many artists enter the field with passion but without a strong foundation, which leads to retention issues, damage to natural lashes, or slow business growth. My goal is to close that gap by teaching the why behind the technique so artists understand how to create safe, clean, repeatable results for their clients.

What sets Tameless apart is the standard. I do not teach shortcuts, copy and paste mapping, or trend based techniques without proper context. Every part of my curriculum is built on theory, skill development, structure, and respect for natural lash health. I am most proud of the results that my students achieve and the confidence they gain when they know exactly what they are doing and why.

If someone is learning about my brand for the first time, I want them to know that Tameless was built with intention, research, and real experience. My work is not about fast certifications or quick trends. It is about creating skilled professionals who can build a long term career with clients who trust them. I love what I do, and I care deeply about raising the level of education and professionalism in our industry.

How about pivoting – can you share the story of a time you’ve had to pivot?

One of the most significant pivots in my life happened before Tameless Lash Artistry ever existed. I spent almost ten years working in a job that was stable and familiar, but it did not challenge me creatively or allow me to grow in the way I wanted. I stayed because it felt responsible, and for a long time I convinced myself that consistency was more important than fulfillment. Eventually I realized that I was building a life that looked fine on paper but did not feel aligned with who I was or what I wanted for the future.

The decision to leave that chapter was not dramatic or impulsive. It was uncomfortable, slow, and full of unknowns. I had to accept that no one was going to come tell me I was capable or that it was the right time to change direction. I had to decide that for myself. I went back to school for cosmetology and walked into a room where no one knew me and where nothing was guaranteed. I was older than some of the students, I was starting over, and I had to be willing to be a beginner again.

That pivot taught me that growth often looks like taking a step backward before you can move forward. It taught me to trust my own internal timing rather than comparing my path to someone else’s. Most importantly, it reminded me that it is never too late to change direction, even if the transition feels uncomfortable or scary. That decision eventually led me to the work I do today, and it shaped the way I mentor students, because I know exactly what it feels like to bet on yourself without having a perfect plan.

How did you build your audience on social media?

I did not build my audience on social media overnight and I did not start with a strategy in mind. In the beginning I simply shared my work and used Instagram as a portfolio for clients. Over time I learned that people connected most with posts that showed my process, my standards, and the reasoning behind the way I work. When I shifted from posting only finished photos to sharing education, behind the scenes moments, client results, and real experiences from my journey, my audience began to grow with more intention. People were not just liking my work, they were learning from it and trusting it.

Consistency also played a big role. I posted even when I felt like no one was watching and I responded to every question or message because I wanted my page to feel like a place where artists could actually learn and feel supported. When I started traveling for education, competing, and judging internationally, my audience grew further because it created credibility and curiosity without me having to force it.

My advice to someone who is just starting is to treat social media like a conversation instead of a performance. Share what you know, show your growth, let people see your standards, and speak to the person you want to serve rather than trying to impress other artists online. Post your work regularly, even if you are still improving, because people connect with progress and honesty. Most importantly, remember that trust grows faster than trends. You do not need to be the loudest person on social media, you just need to be reliable, knowledgeable, and real.

Contact Info:

• Website: https://www.tamelessartistrybydt.com/
• Instagram: @dayna_tamelesslashartistry
• Facebook: @tamelesslashartistry