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30 September 2023

Get to know AnneMarie Lorenzini, CEO of Untamed Artistry

Get to know AnneMarie Lorenzini, CEO of Untamed Artistry

Name: AnneMarie Lorenzini

Title: CEO of Untamed Artistry

How many years have you been in the lash industry? Nearly 12!

UA lash product you can’t live without: Premades and Time’s Up Adhesive

How did you get started in the lash industry? What drew you to becoming a lash artist?

My journey in the lash industry had its roots long before I officially entered the field. It all began in 2007 when I embarked on a beauty career at a thriving Aveda salon and spa. This experience proved instrumental, as it imparted invaluable lessons in customer service, sales, product knowledge, and various management skills.

However, it was an unexpected turn that set my course towards eyelash extensions. A dear friend invited me to participate in a haunted house venture, where my talent for makeup artistry was challenged in a new way. Juggling this newfound passion with my salon responsibilities ignited a desire to delve deeper into the world of makeup. This ambition led me to New York City, where I pursued formal training in special effects and beauty makeup for film and television.

During my time in the Big Apple, I formed a cherished bond with a fellow student in my hair styling class. At that time, I was barely scraping together enough funds to share a tea with her. Little did I know, her family was pioneering in the lash industry. She predicted, 'One day, you'll work with us.' I cherished her words, though I didn't realize their significance until five years later when she offered me a role in product development.

While I thoroughly enjoyed my makeup career, the allure of this new opportunity was irresistible. Fast forward, and the journey became my history. I had the privilege of working alongside those who laid the foundations of the lash industry. I immersed myself in adhesive expertise, product development, quality control, educational development, troubleshooting, international educational practices, and lash studio management, among countless other facets.

Quite remarkably, I embarked on this adventure with absolutely no prior knowledge of eyelash extensions—down to the basics of how to hold tweezers! My voyage opened doors to incredible opportunities and equipped me with a holistic foundation for my current role at UA. <3


Can you share your journey as an entrepreneur in the lash industry? What challenges have you faced and how did you overcome them?

My journey as an entrepreneur in the lash industry has been a remarkable and fulfilling one, characterized by a blend of passion, perseverance, and unexpected opportunities. It all began with a background in beauty, management, and makeup, but, as previously discussed, my entry into the world of eyelash extensions was far from conventional.

Challenges were undoubtedly part of the journey. Adapting to a field I knew little about presented its hurdles. Learning the intricacies of adhesive knowledge, quality control, and educational development in the lash industry was a learning curve- although a learning curve that I was ecstatic and passionate about persevering on. Navigating international educational practices, troubleshooting, and studio management were further aspects of the industry that I embraced with an open mind. The challenges only fueled my determination to make a positive impact and innovate within the industry.

Throughout my entrepreneurial journey, my passion for sustainability and kindness towards both individuals and the planet has remained at the forefront of my mission. I stay driven by the belief that we can provide exceptional products while fostering a culture of compassion and responsibility. I took these values to Untamed Artistry, where our founder, Cheryl Peng, welcomed them with open arms. Our commitment to sustainability at Untamed Artistry posed a unique challenge, as we aimed to make our product line over 95% eco-friendly, devoid of any greenwashing.

In summary, my journey as an entrepreneur in the lash industry is marked by a series of unexpected yet transformative moments. It's a testament to the power of passion and adaptability, demonstrating that with the right mindset and unwavering commitment, one can overcome challenges and leave a positive mark on an industry.


What sets Untamed Artistry apart from others in the industry?

Untamed Artistry stands out in the lash industry for several compelling reasons:

  1. Our Commitment to Sustainability: Untamed Artistry is deeply committed to sustainability, going above and beyond industry standards. With over 95% of our product line being eco-friendly, we avoid greenwashing and truly prioritize environmentally and socially responsible practices.
  2. We Prioritize Diversity and Inclusion: We value a variety of perspectives and backgrounds within the beauty industry. We aim to create a welcoming environment for different walks of life and skill sets- “whether you’re picking up your tweezers for the first time or have been lashing for 10 years… you are welcome here”.
  3. Our Innovative Product Line: UA’s focus on innovation is evident in our product offerings. From eco-friendly lash supplies to innovative lash tray systems that reduce waste and cost, we consistently seek to improve and elevate the industry.
  4. Our Team’s Diverse Skill Set: Our team brings a diverse skill set to the table, spanning executive management, product development, education, quality control, and marketing. This multifaceted approach is how we’ve stayed forward-thinking through the years
  5. Passion for Education: Our dedication to education is apparent in our history of providing free adhesive education and technique tips. This commitment not only enhances the skills of lash professionals but also reflects our genuine passion for knowledge sharing.
  6. We Focus on Kindness and Compassion: We believe in being kind to one another and the planet.
  7. We are Impact Driven: It’s not just about ideas; it's about making a tangible impact.
  8. We are Open to Collaboration: We believe in giving credit where credit is due and using our platform to uplift other artists. We love our community and showcasing the successes of others.

We aim to distinguish ourselves through our unwavering commitment to sustainability, innovation, education, and kindness.


What has been the single most influential experience since starting your career?

There are so many moments that were influential in my career that it’s hard to pick just one to talk about! I believe that all the experiences along the way make up who I am today. My advice, stay curious and open to opportunities- you never know where they will take you!

Can you share a memorable success story or achievement in your career that you are proud of?

One of the most memorable success stories in my career that fills me with pride centers around my commitment to sustainability and innovation within the lash industry.

As an entrepreneur in the industry, I was determined to make a significant impact in reducing waste and promoting eco-friendly practices. This vision led to the development of several groundbreaking initiatives. My personal favorite is our premade lash tray systems, which not only improved efficiency and quality but also significantly reduced waste and costs for both professionals and consumers. These innovations were met with enthusiastic reception and demonstrated the feasibility of combining sustainability with profitability.

Additionally, we took a holistic approach to sustainability by rethinking our product packaging and shipping materials. By collaborating with sustainability and packaging experts, we were able to reduce our waste output dramatically. I'm particularly proud to share that our product line now stands at over 95% eco-friendly, encompassing everything from packaging materials to shipping practices. This achievement not only aligns with my values but also reflects our commitment to responsible business practices and kindness to the environment.

Furthermore, our marketing initiatives played a pivotal role in raising awareness about sustainability in the industry. By emphasizing our eco-friendly practices and the benefits they bring to both professionals and the planet, we were able to create a movement that extended beyond our products.

This journey wasn't without its challenges, but it exemplifies how a passion for sustainability, attention to detail, and a dedication to innovation can lead to profound success. It's a testament to the power of conscious entrepreneurship, and it continues to drive my commitment to making positive changes in the lash industry.

As a content creator, what strategies do you use to create engaging and informative lash-related content for your audience?

I haven’t created content on my own page,, in quite a while- but don’t worry… that is changing soon! I’ve learned so much about content in the last 2 years with Untamed Artistry. 

Here are my top tips for making lash-related content unique and valuable:

1. Be Insightful: Dive deep into specific topics in the lash industry. Don’t just scratch the surface; provide comprehensive insights and in-depth knowledge that can’t be easily found elsewhere. Share your expertise, backed by research and personal experiences. 

Side Story:

Cheryl and I were actively contributing to the evolution of the lash industry when our paths first crossed. Our shared passion for offering comprehensive, free education marked the foundation of our connection. At that time, this approach was not yet widely embraced. We both firmly believe in the transformative power of knowledge and are dedicated to freely sharing what we know, without hesitation.

2. Solve a Problem: Identify common issues or challenges that lash professionals face and create content that offers practical solutions. Whether troubleshooting lash problems or addressing common misconceptions, providing answers adds value.

3. Come Prepared: Conduct your own analysis of the industry versus copying someone else’s. Original research adds credibility to your content and positions you as an authority in the field.

4. Share Your Experiences: Share your personal journey and experiences within the lash industry. Highlight challenges you've overcome, lessons you've learned, and pivotal moments in your career. Authentic storytelling humanizes your brand and resonates with your audience.

5. Go Behind the Scenes: Take your audience behind the scenes of your work or business. Show the process of conducting lash applications, cleaning your studio, or how you prepare for your day. Transparency can foster trust and engagement.

6. Be Interactive: Create interactive content and respond to your engagement. Engagement-driven content encourages participation and builds a sense of community.

7. Utilize Visual Creativity: Experiment with creative visuals and aesthetics in your content. Use captivating images, graphics, or animations to convey information or tell a story. Visual appeal can make your content stand out.

8. Be Trendy… Think Beyond the Current Dance Trend: Stay current with industry trends and timely topics. Address emerging trends or product releases. Being up-to-date keeps your content relevant and valuable.

9. Be Inclusive and Diverse: Ensure your content is inclusive and represents a diverse range of lash professionals. Acknowledge and celebrate the differences humans have through different lash styles, techniques, and beauty standards.

By focusing on providing unique insights, addressing specific challenges, and delivering content that genuinely adds value to your audience's lash-related journey, you can differentiate yourself in the industry and foster lasting connections with your followers.

What are some common misconceptions about being a lash artist or entrepreneur in the beauty industry? 

Ooo! I like this question… let’s dive into some of the misconceptions that have been on my mind lately!

  • It's Just About Applying Lashes: One common misconception is that being a lash artist involves only the application of eyelash extensions. In reality, it encompasses various skills, such as client consultation, design, styling, safety protocols, and business management.
  • Lashing is Quick and Easy Money: Some people believe that becoming a lash artist or starting a beauty-related business guarantees quick and easy money. However, building a client base and establishing a profitable venture takes time. Success in the industry requires dedication, skill development, and ongoing learning.
  • Learning Lashes is Easy aka Minimal Training Required: Another misconception is that minimal training is sufficient to excel in the beauty industry. In reality, becoming a skilled lash artist or entrepreneur typically involves comprehensive training, certifications, and continuing education to stay updated with industry trends, business practices, and safety standards.
  • One-Size-Fits-All Approach: Many assume that beauty professionals, including lash artists, adopt a one-size-fits-all approach to both their work and career trajectory. In truth, each client is unique, and professionals tailor their services to individual preferences and needs. Lash artists themselves are also distinct, and their achievements are as individual and diverse as they are. Contrary to popular belief, you don't necessarily need to own a salon, educate others, or establish your own brand to cultivate a rewarding and successful journey in the lash industry.
  • Limited Career Growth: On the flip side, some people believe that a career in the beauty industry offers limited growth opportunities. In reality, there are various paths to advance, such as becoming a trainer, starting a lash supply brand, or expanding services to include additional beauty treatments. The beauty industry has an endless array of options!
  • Low-Quality Products Are Acceptable: Using subpar products can lead to client dissatisfaction and harm your reputation. Successful professionals prioritize quality and safety.
  • Minimal Business Skills Required: Entrepreneurship in the beauty industry is often underestimated when it comes to business skills. Running a successful beauty business requires knowledge of marketing, finance, customer service, and business management.
  • Being in the Beauty Industry is Glamorous All the Time: While the beauty industry can involve glamour and is a lot of fun to be a part of, it also involves hard work and long hours. As beauty professionals, we handle challenging client situations and deal with the daily grind of running a business.
  • Beauty Standards Are Universal: Assuming that beauty standards are universal is outdated. Beauty is diverse and subjective, and professionals should celebrate and respect individual preferences and identities.

Addressing these misconceptions can help us grow as an industry and help those interested in pursuing a lash career make more informed decisions and better understand the realities of the field.

What advice would you give to someone who is considering starting their own lash business/brand?

I didn't initiate my own lash brand but rather became a part of a brand that strongly resonates with my values. I'm grateful for the opportunities I've had in overseeing the Untamed Artistry brand. Despite not embarking on my independent brand journey, I still possess valuable insights and advice that I believe can benefit others.

Allow me to begin by emphasizing that embarking on the journey of launching your own lash supply brand is truly an exciting venture, and it presents a distinct array of challenges and opportunities. My foremost piece of guidance is to craft a comprehensive master plan that encompasses every aspect of the endeavor. Starting a brand is no small feat, and I've observed numerous individuals facing financial and emotional strains due to inadequate preparation. It can often appear deceptively simple- just placing your logo on some lashes. However, to establish a thriving and enduring brand, the journey entails far more than meets the eye. Here's some advice to consider for someone who is thinking about launching their own lash supply brand:

  1. In-Depth Industry Knowledge: First and foremost, gain a comprehensive understanding of the eyelash extension industry. Familiarize yourself with the different types of lashes, adhesives, tools, and the needs of lash professionals. This knowledge will be the foundation of your brand's success.
  2. Identify a Niche: Determine what sets your brand apart. Whether it's a focus on sustainability, unique product innovations, exceptional quality, or competitive pricing, having a niche will help you stand out in a crowded market.
  3. Quality Is Key: Invest in high-quality products. Lash professionals rely on dependable supplies, so ensuring the quality and consistency of your products is essential for building trust and loyalty among your customers.
  4. Sustainability and Ethics: Consider eco-friendly and ethical practices. As consumers become more conscious of sustainability, following ethical supply-chain practices will become an essential part of business.
  5. Supplier Relationships: Build strong relationships with reliable suppliers. Having a consistent and trustworthy source for your lash supplies is crucial to maintaining product quality and fulfilling orders on time.
  6. Branding and Packaging: Invest in professional branding and packaging. Eye-catching and well-designed packaging can make a significant difference in attracting customers and conveying your brand's quality and personality.
  7. Marketing and Promotion: Develop a robust marketing strategy. Utilize multiple platforms to raise awareness about your brand.
  8. Customer Support: Provide exceptional customer support. Be responsive to inquiries, address concerns promptly, and consider offering training or educational resources for lash professionals using your products.
  9. Legal and Regulatory Compliance: Familiarize yourself with industry regulations and ensure that your products meet safety and quality standards. Compliance is crucial to avoiding legal issues.
  10. Continuous Learning: Stay updated on industry trends and customer feedback. Be open to evolving your product line and practices based on the changing needs and preferences of lash professionals.
  11. Network and Collaborate: Attend industry events and network with other professionals in the field. Collaboration and partnerships can open up new opportunities for growth.
  12. Financial Planning: Develop a sound business plan that includes financial projections, budgeting, and contingency plans for unexpected challenges.

As you can see, starting a lash supply brand can be a rewarding journey, but it requires careful planning and dedication. By focusing on quality, financial commitments, and customer satisfaction, you can establish a brand that not only thrives but also contributes positively to the eyelash extension industry.

What's the funniest or most memorable experience you've had while working on a client's lashes?

When I think funny… it borderlines with horrifying… like dropping a camera on a client’s face or a client cutting her hair when she flung it into adhesive! On a serious note, one of the most memorable experiences I have is making my first dollar from a client when I opened my own salon suite. Not only was this a financial milestone; it represented the passion, dedication, and sacrifices I made to get there. It's not merely about the transaction but also about the trust and satisfaction that came with it. Each dollar earned is a testament to the journey I’ve embarked upon in the eyelash extensions industry. It's a true reminder that my values and dedication are meaningful.


What are you super passionate about right now?

I am always looking to Explore to Grow™, after all this is my motto! Currently, I’m super passionate about:  

  1. Education Inequity
  2. Continuous Learning
  3. Innovation and Sustainability
  4. Leadership, Team Building, and Business Growth
  5. And on a Personal Level… Travel and Experiences That Broaden My Horizons! :)

Overall, my passions in life encompass compassion, love, sustainability, education, leadership, kindness, and a commitment to personal and professional growth. These values and interests drive me as a human and my contributions to the lash industry.

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