A fashion industry vet, Alice Kim was accustomed to being on the go and getting ready in a hurry. After years of rushing her beauty routine with smudgy consequences, Kim had an epiphany: why not create a product based on the makeup artist trick of using a business card behind lashes while applying mascara to prevent smearing? After experimenting with different shapes and sizes, Kim settled on the current Lash Card design, a single-use shield that has two curve shapes to suit different eye types.

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