When Sahara Lotti launched Lashify in 2016, she was a former screenwriter with a big idea and no outside investors. Nearly a decade later, her at‑home lash extension system has become a cult beauty favorite worn by stars like Lady Gaga, Selena Gomez, Emma Stone and Nicole Kidman — and the center of some of the most consequential intellectual property battles in the beauty industry.
The Iranian‑American entrepreneur built Lashify with her own savings and a clear vision: innovate, protect the innovation and manufacture in the U.S. The brand now holds more than 750 patents worldwide and over 1,000 trademarks covering everything from its bond formulas to its signature applicator wand. That legal foundation has allowed Lotti to take on counterfeiters and win.
“When massive companies steal from small businesses, it’s not ‘inspiration’ — it’s theft,” Lotti said. “And I’m not afraid to say that out loud.”
Her company’s victories are unprecedented for an independent beauty brand. In recent years, Lashify secured a $34 million jury verdict against a Chinese manufacturer and successfully defended its patents in the U.S. International Trade Commission. In early 2025, the Federal Circuit sided with Lashify in a ruling experts say strengthens protections for American innovators facing offshore copycats.
“The dupe economy is glamorized online, but behind it are massive factories pumping out knockoffs and crushing small creators. It’s predatory,” Lotti said. She points out that platforms like Instagram Live and TikTok, where Lashify first gained viral traction, is also where counterfeiters spread smear campaigns and profit off stolen designs.
“TikTok helped grow my brand, but it’s also where the knockoffs have shown up en masse,” she said. “It’s a double-edged sword when the same platforms that help small businesses thrive also enable copycats to go viral.”
Lotti frames the fight as bigger than her brand. By suing copycats — including both overseas factories and U.S. retailers — she argues she’s protecting not just Lashify but the integrity of small‑business innovation.
“Consumers deserve options — that’s the beauty of a competitive market,” she said. “But they also deserve honesty. I’m not suing companies for competing with me — I’m suing companies for stealing from me. There’s a big difference.”
That stance has earned Lotti a reputation as one of beauty tech’s fiercest advocates for creator rights. As Lashify continues to grow — with a flagship store on Melrose Place in West Hollywood, distribution in Selfridges London and direct‑to‑consumer sales online — Lotti is determined to show that independent brands can not only compete with billion‑dollar conglomerates, but change the legal landscape for everyone behind them.
“Lashify is creating legal precedents that say, ‘You can’t just steal from small businesses and expect to get away with it. Not anymore’,” she said.
