The pioneering DIY lash brand answers its community's call with a smarter, easier application experience and expanded shade range

FlutterHabit, a brand redefining the at-home lash extensions experience, today announced the launch of PrepTECH™, its patent-pending lash technology, debuting alongside the brand's Brunette shade expansion of its beloved Glow-Getter and Dreamer styles.

Developed in direct response to customer feedback gathered across a 50K member “Flutterhabit Family” facebook group, Instagram direct messages, TikTok comments, tutorials, and customer service conversations, PrepTECH™ is designed to remove the friction that has long stood between lash lovers and their perfect set. The technology features two key innovations working in tandem: pre-placed micro adhesive dots that allow clusters to cling to natural lashes during placement gently, and an ultra-thin, flexible protective barrier that sits seamlessly under the upper lash line, holding the brand's concurrent Made for This® Adhesive in place while keeping it off the lower lash line. The result is a significantly easier application experience with no slipping, no stickiness, no second-guessing, and wear of up to 10+ days.

“At FlutterHabit, innovation always starts with listening. Our community didn’t just ask for more wear time; they asked for easier application. We built PrepTECH to make lashes easier, more comfortable, and intuitive from the very first try without compromising quality or realism,” said Sabeen Mian, President of Performance Beauty Group’s Lash Division.

The brand's search data and community engagement pointed to a clear and consistent signal that customers weren't necessarily lacking desire for DIY lashes, but lacking confidence in application. Searches around "beginner lash application," "natural looking DIY lashes," and "how to apply clusters correctly" signaled that the barrier to entry was ease, not interest. PrepTECH™ directly addresses this gap, lowering the learning curve for new users while improving precision and comfort for seasoned wearers. The technology fits seamlessly into the lash routine customers already know and love, offering the same soft, seamless, and realistic results FlutterHabit is known for, now with smarter support behind every cluster.

Live now on flutterhabit.com, PrepTECH™ is shoppable in FlutterHabit’s best selling core styles (Sweetheart, Bestie, Flirt, and Waterlily), alongside new Brunette launches in styles Glow-Getter and Dreamer ($34.99 each).

Since brand inception, FlutterHabit has sold almost 20 million lash pairs, with its signature Bestie Lash selling out five times amid surging demand. With one lash pair sold every 10 seconds, the brand has quickly become a leader in social commerce. Fueled by record-breaking TikTok performance and a deeply engaged digital community, FlutterHabit continues to expand its portfolio with innovation-led launches that respond directly to customer insight. Available at FlutterHabit.com, through TikTok Shop, and on Amazon, the brand is redefining what modern, community-driven beauty retail looks like in the digital era. For more information, please visit flutterhabit.com, Instagram, or TikTok.

About FlutterHabit

FlutterHabit is a leading false lash company redefining at-home lash enhancement with salon-quality eyelash extensions that are easy to apply, long-lasting, and designed for everyday life. Founded in 2019, FlutterHabit offers a wide range of premium lash solutions that help individuals save time and money while achieving a professional look without salon visits. With a focus on innovation, quality, and customer empowerment, the brand has cultivated a loyal community of users who love its customizable lash styles and commitment to beauty that fits into busy lifestyles. For more information, visit flutterhabit.com.

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