Two years ago, Vancouver-based Sandy Huang founded Pearhaus, a DIY lash extension brand, after searching for something suited for smaller, almond-shaped eyes. Since then, Huang has built a dedicated community online by sharing behind-the-scenes content about her journey and showcasing the quality of her lash products.
Lashes speak louder than words
Pearhaus lashes are advertised as swim-proof, cry-proof and sweat-proof—and what better evidence is there than putting her products to the test? The brand’s Instagram page is full of videos of Huang rubbing her eyes, going swimming and even pouring a whole water bottle on her face to demonstrate how her products are designed to be long-lasting.
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Ready in a blink
The DIY lash extension category isn’t new, but if you haven’t tried them, it can be intimidating. Pearhaus shares low-stress how-to tutorials to show that their product application is convenient and quick. Huang also shares lash tips so good that viewers actually save and rewatch the videos.
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See content through your audience’s eyes
It can be tempting to fall into the hole of constantly promoting your brand and product on social, but sometimes you need to stop and ask yourself what really engages your viewers. Pearhaus creates content like makeup ideas that serve the audience’s needs without being pushy on the sales side—while still showcasing the goods.
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