Today we’d like to introduce you to Baily Soderlund
Hi Baily, please kick things off for us with an introduction to yourself and your story.
My journey in the beauty industry began in 2017 when I started working at a salon in Superior, WI, doing bridal makeup. At the time, I was a sophomore in college and saw makeup as more of a hobby, so I was thrilled to incorporate it into my part-time job. One day, I was asked if I wanted to train in lash extensions, and on a whim, I said yes. Little did I know, that decision would completely change my career path.
I quickly discovered a natural talent and deep passion for lashing. I became obsessed with perfecting my craft, constantly researching techniques and striving to be the best I could be. About a year later, I faced an unexpected setback—I was fired from my job. It was tough, but I refused to let it define me. That very evening, I started drafting a business plan for what would become Fire Lash. Within a week, I had launched my own lash extension business.
I was fortunate to have my parents’ support and a space at home that I transformed into a semi-professional lash studio. Determined to take my career seriously, I earned my lash license and got to work.
Over the next few years, Fire Lash continued to grow as I finished my bachelor’s degree. By the time I graduated in 2020, I knew there was no turning back—I was committed to building my dream business.
In 2021, I took a major step forward by opening my own storefront in Duluth Heights, near the mall area, where I still operate today.
Since launching my own space, I’ve had the opportunity to collaborate with one of the biggest brands in the lash industry, win multiple lash artist awards, and attend the industry’s most prestigious conferences. I make it a priority to stay ahead in this ever-evolving field, constantly learning and networking with other artists worldwide.
While traveling in Ireland in 2024, I connected with an Irish lash artist to discuss industry trends in the UK and how they could influence the U.S. market. Those kinds of experiences fuel my passion for innovation and excellence.
Beyond running my business, I’ve also started mentoring and training fellow lash artists. Helping others grow in this industry is incredibly rewarding, and I love being able to share my knowledge and experience.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Being let go in 2018 was a significant blow to my confidence, but it ultimately set me on the path to where I am today. I transformed that challenging experience into a catalyst for growth, and I’m incredibly grateful for it. Without that push, I might not have had the courage to start my own business.
Another major challenge arose in March 2020 when I had to temporarily close my doors due to the COVID-19 pandemic. During the three months I was out of work, I faced uncertainty about when and how I could reopen. However, I used this time to focus on strengthening the foundation of my business. I took the initiative to build the Fire Lash website myself and maintained a robust social media presence. This strategy allowed me to stay connected with my clients, who were eager to return as soon as I reopened. This experience taught me resilience and the importance of adaptability in the face of adversity.
Alright, so let’s switch gears a bit and talk business. What should we know?
Fire Lash is a professional lash extension studio located in Duluth, MN. At Fire Lash, I am dedicated to continually advancing my skills and staying current with the latest industry trends, ensuring that each client receives the most customized and flattering lash extensions.
I started Fire Lash while pursuing my bachelor’s degree in social work, which has enriched my approach to client care by blending empathy with professional expertise. I treat every client like they are my only client, ensuring they feel special and well cared for in every interaction—whether in my studio, over the phone, or on social media.
My philosophy is rooted in kindness and attentiveness, fostering a welcoming environment that encourages clients to return, with stunning lashes being an added bonus. I prioritize the health and integrity of my clients’ natural lashes while maintaining professionalism and establishing trust through clear boundaries.
I take great pride in providing each client with a comprehensive facial analysis to assess their unique face and eye shape. This personalized approach allows me to determine the most suitable lash styles, and I collaborate closely with my clients to design sets that enhance their natural beauty and reflect their individual preferences.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
Opening my business in the first place was a huge risk. I had never owned a company or held a major role in one—I was simply a college student with a deep passion for my craft. But there was never a world in which I would stop doing what I loved, so to me, the reward far outweighed the risk.
I invested every bit of my savings into purchasing the necessary products, tools, and supplies to get started. One of the biggest leaps of faith was trusting that my clients would follow me when I relocated over 30 minutes away from where they were used to seeing me. Thankfully, many of them did—and to this day, I still have a few original clients who have been with me since the very beginning.
Pricing:
- Classic full set: $240
- Classic fill: $100
- Volume full set: $260
- Volume fill: $120
Contact Info:
- Website: https://www.firelashbp.com
- Instagram: https://www.instagram.com/firelashbp/
