Amazing Lash Studio, the nation’s leading eyelash extension beauty brand that is part of the WellBiz Brands, Inc. portfolio of brands, is testing a fresh look and offerings under the new name, Amaze™, as part of an exclusive rebranding focused on creating a one-stop solution for busy beauty enthusiasts. The pilot will debut at three studios in the greater Denver and Colorado Springs area, bringing expanded skincare offerings, including innovative facials safe for lash extensions and elevated brow solutions to the already trusted lash services menu.
Guests can explore the new Amaze brand menu, featuring lash, brow and skincare services, at the Cherry Creek, Highlands Ranch and Colorado Springs East studio locations. Notably, WellBiz Brands has expanded its relationship with award-winning skincare brand Sanitas to bring innovation to lash lovers who may struggle to find beauty products with ingredients that won’t damage their lash extensions. The Amaze and Sanitas brands have created protocols that incorporate premium products with lash-safe facials that don’t require guests to sacrifice results-driving skincare services to maintain their stunning lash styles.
“WellBiz is based in Denver and Sanitas is just up the road in Boulder, making the greater Denver area the ideal market to pilot this elevated and innovative concept where we can help facilitate hands-on training and support to franchisees,” said Amanda Clark, chief executive officer at WellBiz Brands. “With this rebranding effort, the Amaze brand is redefining how beauty and self-care are experienced – evolving and elevating to be the trusted and preferred destination for beauty enthusiasts.”
The Amaze brand plans to host events at each of the three pilot studios in December and January to debut the new look and services. These events will be exclusive opportunities for local media, tastemakers and valued guests to experience the new brand firsthand with complimentary services and interactive elements that showcase the Amaze brand’s elevated offerings.
“We’re thrilled to introduce the Amaze brand to our Denver community and bring cutting-edge facials to lash extension lovers,” said Shawn McArthur, franchisee of Amaze in Highlands Ranch. “No one should have to choose between quality skincare and the confidence that comes with stunning lashes, and thanks to these new facials and skincare enhancements using premium Sanitas products, our clients will get the best of both worlds.”
The Interior designer for the studios was Hale Design and Hardesty & Associates served as the general contractor.
The inspiration behind the Amaze™ rebrand stemmed from a desire to retain the energy and recognition of the word “Amazing,” while creating a more streamlined, elevated identity for beauty enthusiasts. The evolved name simplifies and amplifies the brand’s message, making it versatile enough to encompass a broader range of services, from lashes and brows to facials and skincare. The logo’s subtle yet sophisticated swoosh beneath the ‘A’ alludes to the elegance of lashes, tying the brand’s origins to its expanded beauty services. Visually, the refreshed design is vibrant and versatile. A palette of vivid rose and pink tones, complemented by luxurious gold accents, creates a dynamic and elevated aesthetic. These elements not only communicate the brand’s premium positioning but also offer flexibility across packaging, social media, web, and in-store environments. The result is a cohesive and adaptable identity that underscores Amaze™’s mission to empower beauty and inspire confidence, paving the way for its continued growth in the beauty and skincare space.
