NovaLash Onboards New Master Trainer

Alicia AlanizNovaLash, Inc. announces the addition of a Master Trainer to their team of eyelash extension experts at the NovaLash headquarters in Houston, TX.  Newly appointed Master Trainer, Alicia Alaniz, will be responsible for training educators from beauty institutions across the country in NovaLash’s innovative, comprehensive lash extensions curriculum at the International Academy of Eyelash Arts and Sciences. Alaniz will also continue the education of NovaLash trainers across the country, keeping them up to speed on the company’s ever-evolving lash technology.  “Alicia comes to NovaLash with more than ten years combined experience as an esthetician and cosmetic sales associate,” says Sophy Merszei, CEO and company founder.  “This diverse skill set ensures she is uniquely suited to work directly with talented beauty professionals, training and supporting them in their journey to becoming successful lash artists,” she continues. 

For her part, Alaniz enthuses, “As a sales consultant and esthetician, I have always been passionate about high-quality beauty products.  NovaLash’s dedication to the highest quality lash products and their unceasing support of the people who use them ensure they stand out as a leader in the industry.”  Alaniz also cites her enthusiasm for working directly with beauty professionals, resulting in improved customer care and higher salon profit. 

Alaniz comes to NovaLash with a business degree from the University of Houston, an estheticians license in both Texas and Washington, and an international skin care certification from The Euro Institute of Skin Care in Oregon.  “We are thrilled to have such an asset added to our team,” Merszei concludes. 

Established in 2004 as the first global distributor of eyelash extension products, NovaLash, Inc. has quickly become the leader in the field of lash extensions by striving to provide the best that technology, science, creative artistry and customer satisfaction can achieve.  NovaLash has since expanded into over 40 countries outside of the U.S. and continues to globally enhance the eyelash extension industry through substantial R&D, improved regulations and superior education.  NovaLash was recognized in 2007 by ICMAD for product innovation of the year and voted Reader’s Choice for Best Eyelash Extension Company in 2010 by Beauty LaunchPad Magazine and won Professional’s Choice Award for Favorite Eyelash Extension Line from American Spa Magazine.  NovaLash continues to provide the only physician-developed training program using the longest lasting, medical-grade adhesives, earning NovaLash its reputation as ‘the healthiest’ professional lash extension system.  More information about the company can be found at and

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