Lashify has named Ernesto Casillas, the makeup artist behind Zendaya and Jennifer Lopez, its first U.S. brand ambassador, formalizing a relationship that has already played out on red carpets and across Casillas' celebrity clientele.

Casillas has used Lashify's customizable lash system for several years. Founder Sahara Lotti said his ability to manipulate the brand's lashes and create different eye shapes first caught her attention through his work with Zendaya.

"Every time he would do a lash look, I would be aghast," Lotti said. "I was so impressed."

The appointment marks Lashify's first U.S. ambassador partnership. It comes as the company works to broaden its appeal beyond the highly customized, artist-driven positioning that helped establish the brand.

Lotti said Lashify is increasingly focused on making its system easier for new consumers through simplified offerings, including pre-mapped lash looks and trial kits.

"What we realized is it's very overwhelming for the brand-new user," she said.

Casillas will help bridge that gap through education and content showing consumers how to recreate the lash techniques he uses professionally. As part of the partnership, he is curating an "Ernesto Edit" featuring his preferred Lashify styles and combinations.

"I get so many comments on a lot of my posts, 'What is this lash? What lash are you using here?'" Casillas said. "This was a perfect opportunity for me to show everyone exactly what I'm doing."

He described his current signature look as a spiky, separated lash that becomes fuller toward the outer corner, creating an open but lifted effect. For Zendaya, whose eyes he described as more hooded, he often reaches for Lashify's Stardust, Cherry Stacks and Wet Lash styles.

For Lotti, the partnership is part of a larger move toward a broader consumer base. Lashify recently partnered with WNBA team Portland Fire, and the company is exploring additional retail and service-oriented opportunities.

"Our moves are becoming more mass market versus niche," Lotti said. "There isn't really a limitation to the type of person that can wear lashes. It can pretty much be everybody."

The company is also expanding its product pipeline, with a brow product and a patented heated lash curler among upcoming launches.

Separately, Lotti is developing a new brand centered on click-on nail technology. She described it as an opportunity to support another inventor using what she has learned building Lashify.

"Based on all of the stuff that I've dealt with and the things that I've learned at Lashify, I'm now sort of ready to be the mama bear to other innovators," Lotti said.

The Casillas partnership, paired with simplified kits and a widening product pipeline, positions Lashify to convert red-carpet credibility into mainstream sales.

Source: WWD (https://wwd.com/beauty-industry-news/products/lashify-ernesto-casillas-zendaya-brand-ambassador-1239253556/)