We’re excited to introduce you to the always interesting and insightful Sarah Sohn. We hope you’ll enjoy our conversation with Sarah below.

Sarah, appreciate you joining us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

With the wave of the “clean-girl aesthetic” taking over the past year, we are still continuing on that trend into this year with a natural approach to lash extensions and more girls trying out lash lifts. We will be seeing more Wet Sets (or Mascara Sets), Anime lashes, Blend Sets or Kpop Lashes, using shorter sizes, less volume, or less curly lashes being used. These full sets mentioned are great for those who want more than what the lash lift can give them.

When it comes to eyebrows, brow laminations are still very popular, but the style will be different. Instead of the brows being fluffy or straight up, the trend we will be seeing is the brows being shaped more in a “sleek” way, where the tips of the upper brow are laid down instead of sticking up.

Lastly, it’s all about the lips. That is at least what is happening in South Korea as I feel trends start from over-seas. The trend in Asia is light eyes, no down-ward brows and bold but natural lips with lip tint. I had gone to Seoul, South Korea this last year and got my make-up done by a celebrity make-up artist to learn all the beauty trends. What she focused on the most was my eyes and lips, keeping everything else pretty light. She shaped and trimmed my brows in a way it wasn’t going downward, applied K-pop styled lashes, brushed on some lip tint, not lipstick, and was very light on the contour and focused more on the blush when it came to the rest of my face. Since lip tint and lip line permanent makeup is so popular in Korea and I haven’t seen it in the states yet, I had to learn this new technique of lip blushing while I was out there, I even got the service done first before getting the training. I opted for the lip line service as I like the color of my lips and just wanted to fix the symmetry and slight enlargement. Lip tint and lip line is a natural approach to lip blushing where lip line enhances your lip borders where you may have an uneven lip line, asymmetry, or lacks pigment and we color match your own lips. Lip tint improves the overall color of your lips whether you have previous lip tattoos, flushed lips, or uneven pigmentation in your lips leaving a natural lip tint effect. Lip tint is for those who already like the size of their lips and want the blurred lip tint effect. Lip line and tint together will improve your lip border and overall color. Many will try this service if they want to do something to their lips without getting lip filler, some will get this service after lip filler because lip filler didn’t fix their issue of pigment discoloration.

Sarah, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

2025 will mark my 10th in the beauty industry as I started my business June of 2015. I got into the industry as a client first with wanting lash extensions for my 21st birthday and I was instantly enthralled into the world of beauty. Over the years new services would come out and any of the services I liked on myself, I would train in and started adding that to my service menu. That really helps connecting with my clients as I can relate to them better when discussing style consultations or after-care.

Since starting my business I have added lash lifts, brow laminations, microblading, ombre brows, and lip line and lip tint (blushing). A lot of these services I discovered early on and not many people in my area had them on their menu. When I found out about lash lifts, my trainer said I was the first in Ventura County, third to be trained in all of California as she was the only instructor for lash lifts at the time. Any other service, I didn’t add onto my menu until I thought it was something I personally wanted to do on myself, not because it was a temporary trend. Not only do these services enhance your natural beauty, it really helps save time getting ready, and it’s easier to achieve the no-makeup, makeup look.

My approach to these services was always with natural intention. I wanted to be known as the beauty provider who was knowledgeable on preventing any damage to your lashes, uses the best products (as I as a client would want the best to be used on myself), and achieves results that compliments your face and creates over-all harmony. Rather than a single service that can be read on your face as soon as you walk in a room, I want people to wonder what my client’s did differently but can’t put a finger on why she looks so great. And little did they know it didn’t take her as much effort as it usually does because she didn’t have to focus so long on doing her eyes, eyebrows or lips. I want them to have more no makeup days if not needed but still look put together. I do it for my fellow lazy but efficient girls.

What do you think helped you build your reputation within your market?

I think being authentic has helped me the most. Since I started out as a client first for the services on my menu it’s something that isn’t difficult for me to tell others about. I would take mental notes in what I would or wouldn’t like as a client and implemented that into my business. I am my own client and walking mascot as the services are on my face. I would feel more comfortable if whoever I am going to get a service from has also had experience in whatever they are providing. I also don’t like when I go somewhere and they oversold me on a service or product that I probably didn’t need or have gotten it once, have never got again and felt like I wasted my time and money, so in retrospect I am not much on overselling for profit, only suggesting something they would truly benefit from if they mentioned it. There have been times where I told a client some services wouldn’t work for them even if that meant less income for me that day. It’s a way to build trust and an opportunity to lead them into beneficial services not push them.

What’s been the most effective strategy for growing your clientele?

The most effective way to growing your clientele is to maintain your clientele and to maintain your clientele you have to build trust with your clients. I still have clients that have been with me since the beginning or for several years. I moved 4 different cites and some have followed to each location, which I am so grateful for. You can do all the marketing you want and have new clients coming in but if you can’t retain them, thats where the struggle is. Once you establish that trust with your clients they end up becoming a walking mascot and will refer you.

Contact Info:

• Website: https://www.studiosohn.com
• Instagram: @studiosohn
• Twitter: @studiosohn
• Yelp: https://www.yelp.com/biz/studio-sohn-sherman-oaks
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