This milestone highlights the brand’s roots as Filipinos, while championing the heart, dedication, and collective stories of their Lash Dolls, the community, and Filipino talent to the world.
As the saying goes, a person’s eyes are the windows to their soul while their eyelashes are the curtains—so having gorgeous lashes complimenting your eyes is a must. Moreover, having a perfect set of eyelashes is easily achievable by finding a trusted lash technician who will care for you. Such care and excellence in service are the core values of NEW Lounge.
Who is New Lounge?
New Lounge is a Filipino-owned eyelash, nail, and wellness lounge that provides world-class services. The company is known for its iconic eyelashes. However, NEW Lounge moved past expectations and made innovations that raised the standards of design, quality, and services in the Philippine beauty industry. They integrated Filipino talent and masterful Japanese techniques to create a unique experience for every customer.
Creating a wonderful beauty and wellness experience isn’t only the core of NEW Lounge. The driving force behind the brand is its mission to foster and develop local talents. NEW Lounge does this by opening new opportunities to homegrown Filipino talents (lash specialists) mostly from rural provinces. In addition to the brand transforming its already beautiful customers, or “Lash Dolls” as they affectionately call them, into a more elevated version of themselves, it also transforms the lives of those with fewer opportunities in life.
The journey of NEW Lounge in showcasing Filipino talent and hospitality does not end in the Philippines—they are now going global. Last July 25, 2024, NEW Lounge Beverly Hills finally opened its doors to the lash dolls of Los Angeles.
“This is the culmination of our love and passion for NEW Lounge. This milestone will not only highlight our roots as Filipinos, but also champion the heart, dedication, and collective stories of our Lash Dolls, the community, and Filipino talent to the world. We are also bringing in the best Japanese technology, merging it with Filipino hospitality, in a holistic customer journey. We call it the NEW Lounge Magic,” CEO and Founder of NEW Lounge, Rachelle Bravo, said.
Living the LA Life
NEW Lounge held its opening ceremony at Rodeo Collection, Rodeo Drive—a hotspot of fashion, beauty, and luxury in Los Angeles. The event was attended by distinguished partners from the Philippines and Japan, and personalities from Los Angeles. Along with esteemed media representatives and VIP guests, Kian Behroukim, the general manager of Rodeo Collection, Izumi Yamasaki, the chief executive officer of Arigato Co., and Todd Johnson, the president of the Beverly Hills Chamber of Commerce, also attended the event.
In addition, Filipina model Christi McGarry, hosted the launch party. Model, Maureen Wroblewitz and marketing officer of NEW Lounge US, Kim Cruz, as well as artists from the Philippines, were also in attendance such as Nicole Young and Francesca Capaldi.
They created customized and signature designs for the LA Lash Dolls to celebrate the great opening of NEW Lounge LA. They will also provide the best-selling services of their Philippine equivalent when they launch fully.
Additionally, the brand launched lash and nail designs exclusive to and only available in this lounge: Aurora Nails, a distinctive color-shifting design that perfectly evokes the Aurora Borealis’ dancing lights, and the LA Exclusive Volume, an original design developed by their talented eyelash experts to match the iconic LA lifestyle and boast a wispy, dramatic volume that suits all LA Lash Dolls’ walks of life.
Photos courtesy of NEW Lounge.
