The Flutter Story

Flutter started as a little lash studio in Kaitaia with a Canva logo, a treatment bed, and a handful of clients who quickly became friends. 

For three years, I poured my heart into lashes. I experimented with styles, entered competitions (winning silver twice!), worked countless late nights and weekends, and loved every minute of having an impact on helping women leave feeling more confident than when they arrived.

But over time, I noticed something.

What was once an act of self-care was becoming another source of stress. Between work, kids, rising costs, and busy schedules, 90-minute appointments and regular infills simply weren’t realistic for so many women anymore. I watched loyal clients stop coming - not because they wanted to, but because life can just get in the way.

This got me thinking...

I started asking myself whether salon-quality lashes could actually be achieved at home. The answer wasn’t immediate. I tested formula after formula, and honestly, some were awful. I lost natural lashes, had lashes fall off before special occasions, and experienced plenty of disasters I’d really rather forget.

But eventually, I perfected the products I was proud to put my name behind - beautiful lashes, a flexible, reliable bond, and results that genuinely rivalled the salon experience.

In December 2024, I quietly placed a small range of DIY lash kits in the salon available for purchase as Christmas gifts. I was incredibly nervous.

But they sold out within days.

Then the next restock sold out too.

The feedback wasn’t, “These are good for DIY lashes.” It was simply, “These are good.”

Flutter wasn’t built from a grand business plan. It grew because I genuinely believe women deserve beautiful lashes without the time commitment or ongoing expense that traditional extensions often require. And this is how Flutter accidentally became a business.

Some of our very first lash styles were chosen after months of real-life testing (and plenty of sample swaps with trusted clients in the Coopers Beach carpark), and to this day, every product is still rigorously tested before it reaches you.

It’s so incredible to say that today, Flutter has grown far beyond what I ever imagined. Mum (Sylvia) and I now travel around New Zealand teaching women at expos how easy DIY lashes can be, and in 2026 we welcomed Maddy as our Social Media Manager to help us build the incredible online community that continues to grow every day.

Whether you’re completely new to lashes or simply looking for an easier, more affordable alternative to salon extensions, I’m so glad you’re here.

I truly hope you love Flutter as much as we’ve loved building it.

Alethea
Founder, Flutter