On a Friday night in late February, brand ambassadors, educators and lash artists gathered at Houston’s Hotel ZaZa for NovaLash’s sixth annual LASHoff Awards (and yes, there were more voluminous, thick, perfect sets of lashes on these attendees than you’ve ever seen in one room).
LASHoff is the brainchild of NovaLash CEO Sophy Merszei, wanting to give NovaLash-certified lash artists the opportunity to develop both their skills and their businesses by honoring them in a yearly ceremony. The reception celebrated the brand’s ever-growing community of NovaLash lash artists from around the world. Merszei announced seven recipients of various awards, celebrating their accomplishments from the past year and beyond, with the grand finale of naming Lash Artist of the Year winner, Maribeth Melton of Ardmore, Oklahoma.
Melton was selected by a panel of six judges. According to Merszei, Melton’s work embodied everything NovaLash stands for.
“Maribeth perfectly executed the technique, experience and safe approach necessary in creating the signature NovaLash eye look,” Merszei said. “It was clear that her ability and precision set her apart from her competitors… Maribeth is clearly an incredibly hardworking and talented young woman who is also incredibly warm and friendly. Thanks to Maribeth, the State of Oklahoma just became a whole lot more beautiful.”
In addition to a prize valued at upwards of $10,000 in cash, prizes and travel opportunities with the brand, Melton also receives marketing, advertising and PR support to help her achieve the business goals she has outlined as owner of Mariposa Esthetics Spa in Oklahoma. She will also prequalify to compete in Lash Wars Las Vegas, hosted by the National Eyelash Education Safety Association (NEESA).
"It's so exciting to be honored in this way," said Melton. "In addition to the prizes, the idea that I get to travel all over the country and interact with other beauty professionals is amazing. I can't wait!"
Other honorees announced at the ceremony included: Zach Falb, Employee of the Year; Alicia Rivera, Trainer of the Year; Sophia Navarro, VP of Global Education; Michelle Mirizio, Distributor of the Year; Celine Tran, Cheerleader Award; and Natalie McCarty, Fans’ Choice Winner.
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