My story
I didn’t build Ruthie Belle to be another lash brand with pretty packaging. I built it because I got tired of struggling myself and seeing my students struggle with problems that shouldn’t be “part of the job”: unpredictable results from lash lifts, over processed lashes, unnecessary irritation from lash adhesive fumes and vague education.
My work combines my experience as a lash artist, an educator and working with cutting edge cosmetic engineers
If you’re the kind of professional who wants to understand the why (and not just copy steps), and want to be ahead of the game, you’re in the right place.
I’m here for outcomes: innovative, gentle, cleaner and safer products + education that’s backed by science.
Ruthie Belle
London times: where it all began
My career started in London, working at the W Hotel Spa in Leicester Square. This was back when Instagram had just launched, and there wasn't a single lash group on Facebook — the only real access to lash education outside of basic one-to-one trainings was a website called wakeupinyourmakeup.com. If you know, you know.
2011: I traveled to Brussels to learn volume lashing directly from Irina Levchuk — creator of BrowXenna® and the person credited worldwide for bringing the technique to the English-speaking world — on her first official training trip to Europe. After training with her, I became one of the first three lash technicians in the UK to learn volume lashing, and started offering it both at the W Hotel Spa and by traveling to my high-end clients' homes.
From London to Estonia
In 2013 I relocated from London to Estonia and introduced volume lashing from the UK to Estonia, becoming the first lash artist to teach volume lashes in the country.
As my student numbers kept growing, I organically started selling 0.07mm lash extensions to them so they'd have something to actually work with — up until then, everyone was using 0.15mm, 0.20mm, and even 0.25mm lashes!
That need became the basis for launching my own shop.
Building Ruthie Belle (and raising the bar)
In 2014, I founded Ruthie Belle with a simple goal: create a brand that professionals can trust for both education and products, without needing to filter empty marketing promises.
In 2015, I opened the Ruthie Belle Lash Lounge, combining training, product sales, and eyelash application services. That same year, I introduced the Lash Lift treatment to Estonia, becoming the first lash artist to teach Lash Lift in the country.
I’ve always believed that if you teach, you owe people more than a method. You owe them a system, the understanding of chemistry behind the products they use and how to think when something doesn’t go perfectly - to never believe anything blindly.
My First Lash Conference
In 2016, I went all-in on building infrastructure for the industry, not just a business.
I organized the first-ever Lash Conference in Tallinn, Estonia.
Ruthie Belle became the first lash company in the world to develop specialty ergonomic pillows for lash artists, with the design created by me personally.
My business expanded internationally with the first stockists in Australia, Finland, Norway, and Sweden.
Education, community, and global growth
I created Lash Love, Estonia’s first eyelash magazine, and served as Editor-in-Chief.
In 2017, I launched the world’s first online lash lift courses, setting a global precedent for online lash lift education. Education at scale can be risky if it’s shallow. My goal was the opposite: take what used to be “secret salon knowledge” and make it accessible, detailed, and professional.
Inventing Superbonder
In 2018, working alongside cutting-edge chemists, we developed the original Superbonder. It boosts lash retention by up to 30%, cuts curing time to just 3 minutes, and seals the adhesive from the inside out — trapping fumes rather than letting them escape continuously.
The result: less irritation, safer services, and better results for both artists and clients. It was the first product of its kind in the lash industry, and it changed how professionals approach adhesive curing entirely.
Today it remains the most widely imitated product in the whole lash industry — which tells you everything you need to know.
The expansion year
2019 was a year of building infrastructure — not just for Ruthie Belle, but for the industry as a whole. We launched our Ambassador Program, creating a network of professionals who share our commitment to education and higher standards.
That same year, we developed Shine Repair, the first cationic conditioner in the lash and brow industry — another case of solving a real problem that other brands hadn't addressed.
We moved into a larger space, giving us the room to grow without compromising on how we work. And we launched our YouTube channel: free, detailed, science-backed educational content, open to anyone who wants to understand the craft properly.
The beauty product line
2020 gave us time to focus — and we used it to create something new. We launched our beauty line to bring Ruthie Belle’s professional lash and brow expertise beyond the salon and into everyday home care.
Here are the best examples of our beauty products:
- Lash & Brow Filler actually grows new lashes and eyebrow hairs by awakening and nourishing dormant hair follicles, stimulating healthy hair growth in sparse areas.
- Aleppo Soaps antibacterial composition has helped many people with problematic skin. Our customers have called Aleppo Soap a real pimple-killer!
Innovation that changed how lash artists work
In 2021, I finished a product that had been in development for years - Cysteamine Lash Lift, offering a gentler alternative to traditional Ammonium Thioglycolate-based products, and became the first lash company in the world to develop a fully cysteamine-based lash lift system.
That same year, I launched the Ultimate Guide Blog: a free educational hub for lash & brow artists, built to be detailed, practical, and backed by science. It exists because too much of our industry still runs on recycled claims, half-explanations and pure marketing claims.
US distribution & Powder Lift
In 2023, we opened product distribution locally in the US to fulfill orders within the United States, so professionals could get what they need faster and more reliably.
And in 2024, I developed Powder Lift in collaboration with LashMother Uli. It's a game-changing product that controls the consistency of your lash lift lotions and adds nourishing, hydrating and strengthening properties to your treatments.
Collaboration matters to me when it raises the standard, not when it’s just a name attached to a launch.
Speaking, judging & global reach
I’ve had the privilege of teaching and speaking in rooms full of professionals who care about doing things properly, not just doing them fast.
Lash Boss Summit (2022, 2023, 2024) | Premiere Anaheim (2023) | Lashcon (2024) | Prague Lash Lift Conference (2025)
Today, Ruthie Belle products are distributed in 21 countries worldwide. That reach isn’t the goal by itself. The goal is what it represents: professionals choosing a brand because it consistently delivers.
What I stand for (and what you can expect here)
A tip is useful. A system changes your results. I don’t teach you to copy steps. I teach you how to think: understand the science behind the products you use, connect it to what you see on the eye, and make decisions with confidence. When you know why something works, you stop relying on hype, trends, and other people’s marketing and start building results you can actually repeat.
If a product improves results but increases irritation, sensitivity, or unpredictability, it’s not a win. I build products to perform reliably in real salon conditions, not just look good in marketing.
Our lotions and liquids are manufactured in the European Union using carefully selected, high-quality raw materials and tightly controlled production. This matters because professional performance depends on things most brands never talk about: ingredient consistency, stability, and batch reproducibility. When those are right, you get safer services and results you can repeat.
You don’t need a chemistry degree to benefit from chemistry. You just need clear explanations and honest framing. I avoid fear-based marketing and overpromising.
When you understand what you’re doing and why, you stop hoping for good results and start expecting them. That confidence changes how you work, how you consult, and how your clients trust you.
If you’re here, you’re probably one of two people
You’re a professional lash or brow artist looking for tools and education that improve consistency, safety, and results.
Or:
You’re a client (or future client) who wants to understand why professional-grade standards matter and why aftercare, technique, and product choices affect the final outcome.
Either way, my promise is the same: I don’t do vague.