MEET SOPHY MERSZEIAs president of NovaLash EyeLash Extensions, SophyMerszei is literally an eyeful — beautiful, brainy and full ofenergy and dedication to NovaLash. Ms. Merszei received herBachelor's of Arts from University of Southern California andcontinued her education in the PhD program for molecularbiology at University of Houston.

Sophy’s background and interest in beauty can be traced toher girlhood affinity for cosmetics, as she worked in the cos-metics industry since the age of fourteen. As an educatedchemist, with an emphasis on cosmetic chemistry, she hasworked diligently to create NovaLash, the nation’s first lashextension manufacturing company.

Armed with considerable research and a commitment to product superiority, Sophy is committedto creating medically approved products that are safe and reliable enough for use aroundthe delicate eye area, in vast contrast to similar unregulated products on the market. Theresult has been a highly successful corporate launch, highlighted by an honor as ICMAD’s2007 Cosmetic Innovator of the Year for her work formulating the NovaLash Platinum BondAdhesive.

Sophy’s commitment to product safety and superiority extends to theeducation and training of NovaLash employees and lash stylists, whereNovaLash can — as with its adhesives and other product offerings, lay claimas the industry leader.

“It’s been an ‘eye-opening’ experience to say the least,” said Sophy Merszei,commenting on the hot trend driving her lash extension business. “We seeour NovaLash extensions as an ‘instant pretty’ for any woman looking forlonger, fuller lashes.”

“Our lashes are hypoallergenic, single lashes — available in a host of styles andcolors, with a natural curve that replicates a natural lash. They are meticulouslyapplied lash-by-lash with physician-approved, medically safe adhesives, toupper and lower lashes, where they enhance any woman’s beauty. They areweightless, wonderful and truly transformative.”

In addition to her role as CEO of NovaLash, Sophy is an active member of the Society ofCosmetic Chemists and frequently writes for several industry publications. She is an expertspeaker on the subjects of eyelash extensions, permanent cosmetics and cosmetic chemistry.Sophy was named VIP Woman of the Year in the cosmetic industry by The NationalAssociation of Professional Women in 2010. She currently resides in Houston, TX where shehas opened her own semi-permanent makeup studio, The Lash Co., which specializes inNovaLash eyelash extensions.

OUR STORY: CREATING LUSCIOUSLASHES WORLDWIDEThe beauty, luxury and glamour of mile-long, dark, lush lashes without the use of mascaras and

eyelash curlers is a beauty aspiration for most women. Since the dawn of recorded history,

women have sought to make themselves more beautiful by enhancing and adorning their eyes

using makeup and eyelash curlers as part of a beauty regimen. Now anyone can possess this

coveted beauty attribute with the award-winning, NovaLash EyeLash Extensions.

These state-of-the-art lash exten-

sions are synthetic lashes bonded to

the natural lash on a lash-by-lash

basis using physician-formulated,

medical-grade adhesives. Since

eyelashes define the eye’s natural

allure and beauty at the lash line,

NovaLash EyeLash Extensions act

to beautifully enhance the length,

fullness and color of natural lashes.

NovaLash is the leader in the field of

eyelash extensions and is committed

to providing safe, beautiful, flawless

eyelash extensions to enhance any

woman’s natural beauty.

NovaLash was created by a team of

physicians and scientists from the

University of Houston and Baylor

College of Medicine. Because

Houston is home to the world’s

largest medical center, NovaLash

was able to collaborate with a number of health care professionals including doctors, nurses,

chemists and toxicologists to produce and perfect the safest possible products and techniques.

NovaLash lashes last upwards of 6 to 8 weeks, correlating to the natural lash lifecycle, and will

require replacements, fills or touch up service(s) to replace lashes which have “cycled out”. The

application of NovaLash lashes results in lush, long-lasting, eye-opening lashes for each wearer.

NovaLash has made sound decisions regarding research and development, quality and training

while setting the industry standard(s) for safety, products and training. NovaLash currently has

six different US and International patents pending.

FOR YOUR EYES ONLY:NOVALASH TRAININGAs the only physician-developed course in the lash extension industry, NovaLash training is appealing to

and attracting the most skilled cosmetologists, estheticians and makeup artists in the salon and spa

industry. These licensed professionals view the NovaLash training program as the best in the business and

an invaluable professional tool in growing salon and spa clientele. NovaLash’s superior training ensures

that licensed professionals receive the technical instruction designed to increase lash extension wear-time

and longevity.

The NovaLash program places special emphasis on the science behind the procedure, safety and

advanced techniques that are guaranteed to produce longer-lasting lash applications. There is also a

hands-on portion of the course, consisting of approximately five hours of hands-on instructor’s training.

Upon completing theoretical and practical instruction and students take a certification test, where they,

upon successful completion, receive a NovaLash Training Certificate, two bottles of Platinum Bond

Adhesive and a one-year free advertising listing as a trained and certified lash artist on the NovaLash

website (novalash.com).

BASIC TRAINING – $525• Full day, high intensity workshop: 2 hour theory section (workbook) & 5 hour practical section

(hands-on)

• Group instruction and private training available in all 50 states with NovaLash certified trainers

• Hands-on training and personalized attention from the most experienced instructors in the industry

• Access to Platinum Bond Adhesive (Only sold to trained professionals—2 free bottles with certification)

• Register for a class today - find a trainer & workshop near you at www.novalash.com/register.html

ADVANCED TRAINING WITH SOPHIA NAVARRO – CALL FOR PRICING• Apply bottom eyelash extensions and candied lashes (reflective, shimmering extensions)

• Learn secrets behind thicker application techniques and tricks to decrease your application time

• Practice special quick-dry adhesive techniques and advanced techniques for removing extensions

• Discuss business and marketing solutions to help maximize your reach and retain clients

MEET SOPHIA NAVARRO Sophia Navarro has been an NovaLash extensionist since 2005 and is

currently NovaLash's international advanced trainer. Sophia is one of the

nations leading top extentionists and is a true innovator. She has created

her own technique for proper lash application. She has also created many

products for NovaLash which include the glamorous Candied Lashes by

Sophia Navarro, the AirNova and the most recent the award winning

NovaLash Lash Liner.

With a waiting list over two months long, Sophia has become a lash

extension superstar and has clients flying in from California, New York and

Florida. Sophia is among the most trusted extensionists; will she deliver

a flawless look but safety is her number one concern.

STRENGTHP L AT I N U M B O N D B Y N O VA L A S HEyelash extensions are currently the most profitable service in the entire beauty industry.

In order to meet the needs of this fast-growing industry, NovaLash produces the

highest quality products and supplies and offers superior physician-developed training

courses. NovaLash's award-winning products allow salons and spas to achieve success

because of the durability of our adhesive.

The biggest challenge that the lash extension industry faces is trouble with inadequate

adhesives that do not stick well. For this reason, NovaLash has developed Platinum

Bond Adhesive, a physician formulated, medical-grade adhesive that lasts up to four

times longer than competing brands.

The most durable lash extension adhesive available •

Rubber Toughened, Extra Flexible, Extra Strength

Bond • Highly resistant to heat and friction •

Strength: 3700 PSI (Steel: Steel Tensile Shear) •

Color: High Gloss Black • Set Time: 30 to 55 seconds

• Viscosity: High • Temperature Range: -65˚ to 280˚ F

• Physician Approved • Physician formulated •

Medical-grade • Highly waterproof • Oil resistant

P U R I T YSENSITIVE EYES FUME-FREE ADHESIVE

BY NOVALASH

Dubbed the healthiest lash extension system on the market, this fume-free

adhesive was designed for clients with sensitive eyes and allergies. Because your

clients deserve the finest products available, NovaLash produces products that are:

• Physician Formulated • Medical-grade •

Formaldehyde Free as manufactured and

del ivered as confirmed by testing under EPA

method TO-11A/ 8315HPLC-UV* • Contain only

ingredients approved by the FDA for medical

and/or cosmetic use • AEWCA approved • ISO-

10993 • Quality-control manufactured

• NovaLash goes to great lengths to eliminate the

formation of formaldehyde in its adhesive during

the manufacturing process. There are many extra

steps followed to purify our adhesives. If these

steps are not followed, formaldehyde can form in

the bottle as a biproduct of exposure to water

vapor in the air.

• Once the adhesive bottle is opened for use,

diminimis amounts of formaldehyde are produced.

The amount of formaldehyde produced during the

drying process is not a health hazard.

WHY USE NOVALASH?AN EYE OPENING TRENDThe lash extension business has experienced a nationwide explosion onto the beauty servicesscene. The desire for beautiful, glamorous lashes has not only swept celebrity-trafficked redcarpets, but is also sweeping the salons, spas and make-up studios across the world. Demandfor these luscious lashes has skyrocketed—increasing over 500% in 2006 alone, making lashextensions the fastest growing, and most profitable market segment in the beauty industry.

WHY SHOULD MY SALON ADD THIS SERVICE?

• Cost per customer is less than $4 and clients pay an average of $200-$300 for a full set

• Experienced, full-time lash artists could generate up to $8,000-$12,000 per month

• Lash extensions require monthly touch-ups guaranteeing a steady stream of repeat clients

• Demand for lash extension far outweighs the amount of trained, professional lash artists

• Keeps your business innovative and fresh to attract new clientele for all services

WHY NOVALASH?

• Provides the safest, most effective products including award-winning Platinum Bond Adhesive

• Offers the only physician-developed training course with the nation’s leading lash professionals

• Comprised of a dependable, professional staff to provide support and ensure client satisfaction

• Encourages continued education offering advanced training with lash pro Sophia Navarro

• Provides useful marketing materials and on-going support to maximize your business

• Offers a beautiful line of cosmetics created specifically for lash extensions to increase revenue

NOVALASH PRACTICE KIT – $469 FOR UP TO 200 CLIENTS The practice kit contains all items required for professionals to get started and can service up to200 clients when usedproperly. Included are the highest quality lashes on the market in a varietyof lengths and thicknesses, NovaLash’s Fume-Free Sensitive Eyes adhesive (does not includePlatinum Bond Adhesive), marketing and merchandising materials, and much more.

NOVALASH PROFESSIONAL KIT - $699 FOR UP TO 400 CLIENTSEverything you need to build your business, and your revenues,is included in this kit allowing you to service up to 400 clientswhen used properly. Kit includes only the most superiorproducts available, including NovaLash’s exclusive, awardwinning, Platinum Bond Adhesive. NovaLash provides only thepurest, medicalgrade, adhesives and the highest quality lasheson the market. Also included are marketing and merchandisingmaterials to promote your business. Each kit can potentiallybring in thousands of dollars in revenues. With everything youneed in one kit, you can start providing the highest revenueproducing service in the beauty industry!

LASH STYLISTSBEAUTY IN A WINK & IN A BLINK

“About a year ago a staff member suggested that we add eyelash extensions to our business. I started to researchthe various products that were available and came across NovaLash. I was extremely skeptical given the economicsituation and that Boardman, Ohio was not a big city were clients had a disposable income for such a service. Overthe past year I have seen clients putting off their color services an extra week or two, so howcould we introduce a new service and make it successful? We had to be sure that wewould be introducing the best product available, the product that would providethe best training. I am pleased to say that NovaLash fit every criterion, themany referrals that we continue to get every day and that our business is upfrom last year is due to NovaLash. We are so happy with the product thatwe are thinking of adding the service to another location in 2010.”– Debra Hagan, Supervisor, The Salon and Spa at Macy’s, Boardman, OH

“When I opened up Beauty Heaven 2 1/2 years ago I immediately con-tacted NovaLash about training one of our stylists. I was already a bigfan, having gotten the service as a client, and knew that at leastmyself and many of my friends would be getting the service. I waspleasantly surprised when the service took off and we had to train 2more stylists to keep up with demand. I have been pleased withNovaLash as they have demonstrated themselves to be strongleaders in the eyelash industry — setting trends, providing marketingsupport and setting a high standard for quality control. I would notconsider working with any other company.”– Ann Merin, Owner, Beauty Heaven, Orange County, CA

“Just a quick note to tell all those wondering about who the best lashextension company is, wonder no more! It is NovaLash. The productconsistency and safety is paramount. The education offered is soimportant for the safety and comfort of our clients and the addedbonus of the confidence to apply the lashes properly for the longestlife of the extension. NovaLash has always been there working with me,answering questions and giving me inspiring ideas. Sophia Navarro’sadvanced class is a must attend; she is so patient and talented — able tobring out the best in the artist! I love doing lash extensions; it is truly aglamorous career. Thank you NovaLash!”– Aimee Costales, Fayetteville, GA

“In June of 2008 I began doing NovaLash Lash extensions. The training wasabsolutely wonderful, in depth and very helpful. I was very pleased with the qualityof NovaLash products. After thoroughly reviewing several others in the market,NovaLash was the best choice for me. I am from a rather small town in theVidor/Beaumont Texas area but my clients include women from all around. Fromsoccer moms to models; my clients absolutely love their extensions and couldnot go without. I call almost every week to place orders or get informationand the staff is very friendly and helpful and you get to know everyone byname. The sales team offers very personalized service, which to memeans a lot. I’m an aesthetician and my extensions definitely overtakemy services and hope they do so for years to come!”– Ashley Cornett, Lagniappe Salon, Vidor, TX

NOVALASHLOVE

WHAT ARE NOVALASH LASH EXTENSIONS? NovaLash Eyelash Extensions are a glamorous new way to extend the length and thickness

of eyelashes, and are a practical, convenient and beautiful alternative to the daily use of

mascara. Unlike decades-old, traditional false lashes, lash extensions are the first innovation

in lash lengthening that can be worn daily, without nightly removal. Because each tapered,

synthetic lash is bonded to a single natural lash, the final result is natural looking and difficult

to detect, even close-up.

HOW LONG DO THEY REALLY LAST? When properly applied, using the Platinum Bond Adhesive, NovaLash lash extensions can be

worn throughout the year with minimal monthly maintenance. Touch-ups are recommended

after the initial full set application to replace any lashes that may have fallen off. To maintain

the full, thick appearance of a new set of lashes a visit to your beauty/lash professional is

required every 4 weeks.

HOW MUCH SHOULD I CHARGE MY CUSTOMERS FOR THIS SERVICE? As with any service, the price should be set in accordance with other services on the menu.

Prices currently range between $150 and $500 for a full set. Partial sets can be offered at

lower price points to make the service more accessible.

CAN LASH EXTENSIONS HARM NATURAL LASHES? When applied properly, lash extensions will not harm natural lashes. NovaLash lash stylist

Sophia Navarro has developed a technique that allows natural lashes to grow and thrive with

extensions. This technique requires several different “separation” steps during the application

process. Since each natural lash must be allowed to grow independently of its neighboring

lash, proper lash separation is critical to healthy, successful applications.

DO I NEED TO TAKE A TRAINING CLASS? Applying lash extensions can be tricky for some people and good results require not only

thorough training, but patience, excellent fine motor skills and good vision. Most professionals

who purchase a kit without receiving training, later abandon the service altogether because

of poor results. The NovaLash training course is the industry’s only physician-developed

course, with an emphasis on increasing extension wear-time, increasing application speed

and using the safest, most advanced tools and products. NovaLash Platinum Bond Adhesive

is the key to long-lasting lashes and can only be purchased by a certified lash artist. While

lash extensions can be an extremely profitable service that sets your business apart from

others, applying lashes using the proper technique is required to reap the full financial

benefits of the service.

. . . T A L K A B O U T EYECANDY.. .

N O V A L A S H C A N D I E D L A S H E SB Y S O P H I A N A V A R R O

NovaLash's Candied Eyelashes by Sophia Navarro add a subtle mysterious shimmer

to regular lash extensions. These seven delicious flavors of eye candy can be worn

day or night for a delicate sparkle that lasts up to two weeks.

Our Candied Lashes are hand-dipped, freeze dried, and crystallized. They are

exclusive to NovaLash and are Patent-Pending. The lashes come in one standard

thickness and length which allows the extensionist to trim the base of each lash to

the desired length. The six delicious colors are: Cinnamon Toast (brown), Blue

Raspberry (blue), Mint Chocolate Chip (green), Pink Lemonade (pink), Butterscotch

(gold), and Mint Julep (teal). Licorice (black) sold separately.

Kelly is wearing NovaLash Candied Lashes in “Pink Lemonade,” “Butterscotch,”

and “Cinnamon Toast.”

HOT OFF THE PRESS!NOVALASH IN THE NEWS

CONTACT US!

NOVALASH, INC.1200 Southmore Blvd.Houston, TX 77004

SOPHY MERSZEI

President

smerszei@novalash.com

BETH FETZER

Director of Operations

bfetzer@novalash.com

713.520.5848 ext 104

ALI MOON

Marketing & Public Relations

ali@novalash.com

713.520.5848 ext 109

KARLA JOFFROY

Buyers' Consultant - Manager

karla@novalash.com

713.520.5848 ext 101

HEATHER HUGHES

Buyers' Consultant

heather@novalash.com

713.520.5848 ext 105

SOPHIA HAK

Buyers' Support

sophia@novalash.com

713.520.5848 ext 102

SUSANA MENDOZA

FELISHA HICKS

DINORAH ROMERO

Shipping Department

713.520.5848 ext 103

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