United Kingdom: Colchester mother and daughter duo build premium lash brand JA Lashes & Co
Key facts
- JA Lashes & Co was launched in July by Amie Mai Moore and her mother Jayne in Colchester
- The brand focuses on affordable premium cluster lashes, addressing a gap in the market for quality products without high price tags
- Amie handles content and customer contact, while Jayne manages administration, product ideas, and manufacturer relations
- The company plans to expand into cosmetics and host pop-up events, aiming to become a major affordable premium lash brand within five years
A Colchester mother and daughter are building a growing lash brand around affordable luxury and confidence.
JA Lashes & Co was co-founded by lifelong Colchester resident, TikTok creator and entrepreneur Amie Mai Moore and her mum Jayne.
Launched in July, the business grew from Amie’s struggle to find cluster lashes that combined quality with affordability.
After finding lashes that looked plastic and bond and seal products she could not rely on, Amie decided to offer something different.
Co-founders - Mother and daughter, Amie Mai and Jayne Moore (Image: Halle Groves, Newsquest)
Amie said: "There were not many places that offered a premium touch but at an affordable cost, and I don't think premium should have a massive price tag on it.
"I just find lashes give me a level of confidence that doesn't just come naturally. When I've got my lashes on, I feel like I'm there in the room."
The pair created products to help customers feel confident and polished without paying for regular salon appointments.
Jayne had never worn lashes before Amie introduced her to them, but quickly became a fan.
Jayne added: "I had never worn lashes before, and my self esteem was really low.
"Amie recommended trying lashes and it just changed everything.
"They make you look a bit glamorous, even first thing in the morning."
JA Lashes & Ci - The business invests in manufacturing and testing to ensure its products meet UK cosmetic regulations (Image: Halle Groves, Newsquest)
After trying them, Jayne saw the potential to turn Amie’s idea into a premium but affordable online brand.
Amie leads content, TikTok lives and customer contact, while Jayne handles administration, messages, product ideas and manufacturers.
JA Lashes & Co aims to offer something for every age, experience level and personal style.
Its collection ranges from natural everyday lashes to fuller, more glamorous styles.
Beginners’ kits contain everything needed to apply cluster lashes, including bond and seal products.
Its pre-glued range offers self-adhesive lashes designed to be applied in 30 seconds, with a claimed wear time of five to seven days or more.
Lashes - Full kits are typically priced between £13 and £17, depending on current promotions (Image: Halle Groves, Newsquest)
The pair say they invest in manufacturing and testing to ensure their products meet UK cosmetic regulations.
Despite its premium positioning, the brand keeps full kits affordable, typically pricing them at £13 to £17 depending on promotions.
The business sold out within three weeks of launching, then restocked in September.
It has also received more than 110 five-star TikTok reviews, while Amie says repeat purchases have been especially encouraging.
Some of the most rewarding feedback has come from women in their fifties and sixties who had never considered cluster lashes but now wear them daily.
Pooch - The duo's fur-baby, Angel (Image: Halle Groves, Newsquest)
Amie said: "We want everyone to feel welcome. We want to help people match up with their best styles and just feel their best.
"It's just helping people to feel empowered, literally just seeing people's confidence."
The pair plan to expand into cosmetics and meet customers through pop-up events, saying their journey is only beginning.
Their five-year ambition is to make JA Lashes & Co one of the biggest affordable premium lash brands while keeping its personal touch.
Amie added: "This is literally just the start for us. We've got so much more coming."
Lashnews take
This grassroots model highlights a significant shift in consumer expectations, where affordability and premium quality are no longer mutually exclusive. Distributors should note that direct-to-consumer brands leveraging social media can rapidly capture market share by offering accessible luxury. The focus on confidence and ease of use suggests that salon operators must adapt their service offerings to compete with at-home solutions that empower customers to maintain their look independently.
Frequently asked questions
What motivated Amie Mai Moore and Jayne Moore to launch JA Lashes & Co in Colchester?
The founders launched the brand after struggling to find cluster lashes that combined quality with affordability. They identified a lack of premium options that did not carry a massive price tag, aiming to offer a different solution.
What specific products does JA Lashes & Co offer for beginners in the cluster lash market?
The brand offers beginner’s kits that contain everything needed to apply cluster lashes. These kits are designed to help customers feel confident and polished without paying for regular salon appointments.
How does JA Lashes & Co plan to expand its business beyond the initial lash collection?
The duo plans to expand into cosmetics and meet customers through pop-up events. Their five-year ambition is to become one of the biggest affordable premium lash brands while maintaining a personal touch.