True Beauty Lashes relaunches ecommerce with LashLovr

True Beauty Lashes is pushing to make ecommerce its main sales channel again with the launch of LashLovr, a virtual try-on tool developed with Perfect Corp.

Founder Lisa Stroud said the brand initially started as an ecommerce-led business but quickly expanded into department stores after just 18 months. Wholesale became a major growth driver, but it also created a gap in first-party data, making it harder to understand the customer base. The rapid shift into retail meant True Beauty Lashes lost direct visibility into customer behavior, preferences, and demographics, as the retailer acted as an intermediary. This lack of insight complicated efforts to refine marketing strategies, tailor product offerings, and rebuild a direct-to-consumer approach that aligned with the brand’s original vision.

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“We really lost that visibility going into department stores super early on,” Stroud said. “That’s been a pain point for us in growing and scaling back into direct-to-consumer marketing.”

LashLovr is a way to draw ecommerce traffic and sales.

The tool wasn’t originally planned with virtual try-on. Early testers asked to see how lashes would look on them before buying, so True Beauty Lashes added the feature.

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She wouldn’t share specific benchmarks but said engagement is high. Customers spend more time on the results page, learning about eye shapes and trying on lashes virtually. The extended interaction reflects the educational value of the experience, as users explore why certain lashes are recommended for their features. Even when purchases don’t immediately follow, the brand views the prolonged engagement as a sign of trust and interest, reinforcing the tool’s role in building confidence and product understanding.

True Beauty Lashes is also seeing a traffic boost from large language models like ChatGPT and Perplexity. The brand ranks in the top 10 for false eyelash visibility in LLM searches, alongside long-established brands. This placement is particularly notable given the competitive setting, where many top-ranking competitors have decades of market presence. To strengthen its position, the company is focused on enhancing structured data on its website, ensuring LLM platforms can better interpret and prioritize its content. The goal is to improve authority signals, which influence how prominently the brand appears in AI-generated responses.

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The company uses Shopify, which recently added an integration for merchants to connect catalogs directly to ChatGPT. So far, the impact has been more on traffic than sales. The integration allows True Beauty Lashes to feed product information into ChatGPT, increasing discoverability. However, while this has driven more visitors to the site, the conversion from traffic to purchases remains an area for further optimization as the brand adapts to the evolving trends of AI-driven search.

Stroud called LashLovr a “foundational investment” in product discovery and customer confidence. The brand is prioritizing technical refinement over rapid scaling. This deliberate approach ensures the tool’s accuracy, reliability, and user experience are fully optimized before broader rollout. By focusing on long-term scalability, True Beauty Lashes aims to create a robust framework that supports both immediate engagement and sustained growth in its ecommerce channel.