DIY Lash Extensions Brand FlutterHabit Makes Brick-and-Mortar Debut at Sephora

Lash extension brand FlutterHabit is spreading its retail presence into Sephora.

The brand’s brick-and-mortar debut brings FlutterHabit’s DIY Lash Extensions to over 500 Sephora doors nationwide in addition to Sephora.com.

“From the beginning, FlutterHabit has been built in partnership with our community. We’ve listened obsessively to our customers: to how they live, what they need, and what makes them feel confident,” said Sabeen Mian, president of Performance Beauty Group’s Lash Division. “And that’s really what shaped the brand into what it is today. Launching in Sephora is such an exciting milestone because it reflects not only how much FlutterHabit has grown, but how much the category itself has evolved.”

FlutterHabit has spent seven years working to redefine the at-home lash extension experience, and its efforts are paying dividends. One pair of FlutterHabit lashes is currently sold every 10 seconds with over 20 million lashes sold to date, according to the brand. And, in 2025, FlutterHabit’s Amazon and TikTok Shop presence reportedly grew 50% combined, a signal of the DIY category’s rising momentum and demand from new consumers.

Exclusive Packaging

For its retail debut, FlutterHabit has introduced Sephora-exclusive packaging with a cleaner, more refined expression of the brand that stays true to its roots, per the brand. What’s more, the design leans into education, helping first-time shoppers immediately understand what DIY lashes are, how they work and where they fit in a daily routine.

FlutterHabit’s best-selling STICKtionary, $24, and PrepTECH, $28, lashes will arrive at Sephora in exclusive kit form, alongside its “Foam a Friend” Foaming Lash Cleanser & Brush Set, $18, and “Lash Off” Lash Remover Spray, $16, a more recent addition to the lineup.