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Meet Ellie Malmin of Lashologist Choice in Palm Beach County

Today we’d like to introduce you to Ellie Malmin.

Ellie, please share your story with us. How did you get to where you are today?
I started painting when I was 5. My mother had skin cancer on her face, I wanted her to have more confidence going out in public. I started doing her makeup with my painting brushes and makeup when I was 12 (1971). In 1977, I became a professional makeup artist and a licensed cosmetologist. My passion had become educating, public speaking and writing training manuals. I opened a spa with my husband (wildhare spa in Boca Raton in 1993). Expanded with partners and renamed to Anushka Spa Salon and cosmetical center. Sold in early 2003. My excitement and new love has become lashes. I started my journey with eyelash extensions. Working on clients, becoming a lash educator as well as a lash judge for competitions. It wasn’t just about eyelash extensions but what suits eye clients lashes. Eyelash hygiene and protecting the eyelids from chemicals became important to me. I started to see sensitivity development from the adhesives and different products, seeing problems from poor eye hygiene. Eight years ago, I started to work on my product line, Lashologist Choice. We have releases the 1st Barrier cream for protecting the lid when doing eyelash services from eyelash extensions, tinting and lash lifts. My mission and my passion is that everyone will use lashologist Choice Barrier Cream and understand the importance of protection before something happens. My husband and his partners
opened a 1200-square foot Anushka Spa Salon and Cosmetical center in City Place in 2007. Where I continued to work on clients, when I am not traveling, speaking, educating or judging.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
My struggle right now have been educating lash artist that they need to protect their client’s room and the chemicals we are using. Once a reaction occurs, it’s to late. I have always been ahead of my time. It’s like when sunscreens 1st came out, people were saying, ‘I don’t get sun burned.’, ‘I don’t need protection.’ Then we started seeing, bad sun burns, aging skin, skin cancer. What I am seeing with the lash industry is people will start to itch 2 or 3 days later, it goes away . As they constantly get exposed, they develop a reaction. Once that happens, they will not be able to wear lashes. The other problem is 75 percent of people have preconsting sensitivity from other things such as, environmental allergies, eyeshadow sensitivity, animal allergies, the list goes on. My struggle is people are not educated in this arena. Education is a huge part of the launching of my products.

Please tell us about Lashologist Choice.
Lashologist choice are products for the professional as well as the consumer. I am proud that I am making a difference. My education and how I look at things, my caring ability to help and make a difference makes me different.

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