Store Lashes: A New Look at BNPL in B2B

In an eyelash extension market long dominated by international suppliers, Store Lashes quickly established itself. Founded at the end of 2018 by Bryan Tremeau and his sister Marine, who already had solid experience in direct sales and cosmetics, the company positioned itself as the answer to a clearly identified need: having a local, reliable, and responsive distributor. Since then, Store Lashes has continued to grow while staying closely attuned to its B2B customers, an approach that notably led it to introduce installment payments in order to make purchasing easier without putting pressure on their cash flow.

Controlled growth in a regulated industry

Store Lashes serves lash professionals, as well as beauty salons and mobile technicians more broadly. While the business initially focused on eyelash extensions, the company later expanded its offering to meet complementary needs by adding product lines dedicated to nail care, teeth whitening, and spray tanning. Today, the company distributes its products in France, the French overseas territories, and several French-speaking markets such as Belgium, Switzerland, and parts of North Africa.

In a highly regulated sector, Store Lashes pays particular attention to product safety. All products are mandatorily tested before being brought to market and are reviewed by French laboratories and toxicologists to ensure compliance with European standards. This level of rigor in traceability is now a key criterion for its B2B clientele.

A quick transition to PrestaShop to gain freedom and autonomy

When it launched, Store Lashes first opened a website on WooCommerce. The unsatisfactory experience led the team to look for a more robust and flexible solution. Among the options considered, Shopify was ruled out. The platform did not sufficiently meet its customization needs.

“ Shopify offers very little room for maneuver: websites are highly standardized, and you remain dependent on a closed system. We were looking for more freedom and autonomy. ”
Bryan Tremeau, co-founder of Store Lashes

Store Lashes then chose PrestaShop, an open and modular platform that makes it possible to build a scalable website tailored to B2B-specific needs. The company partnered with a highly responsive independent developer to handle the necessary developments and works with Publicis Bordeaux on its communications. The site now runs on PrestaShop 8, giving the team the ability to optimize the interface and features according to its needs.

PayPal installment payments to support professionals

With a customer base made up primarily of independent professionals and small businesses, cash flow management remains an ongoing challenge. Certain products or equipment priced above 200 euros increase the average cart value and can sometimes slow down the purchase decision. To support its customers with these investments, Store Lashes chose to offer installment payments. As a long-standing partner of the company, PayPal stood out as the most consistent and seamless option to deploy.*

“ PayPal was already widely used by both our customers and our team, and it offered all the features needed to activate Buy Now, Pay Later without relying on a third-party solution. ”
Bryan Tremeau, co-founder of Store Lashes

Installation takes just a few minutes: a simple update is enough, with no disruption at all for website users. Store Lashes then highlighted the installment payment option on its homepage, in its communications, and on social media, which helped drive rapid adoption.

This solution directly helps streamline the purchasing journey. By offering the option to spread payments over time, it makes more expensive technical equipment and consumables easier to access, while also providing professionals with greater financial flexibility. It is an asset for supporting conversion on high-value carts, but also for encouraging customers to return, reassured by a payment experience adapted to their constraints.**

An additional lever for the training business

Alongside product sales, Store Lashes has developed a division dedicated to training, with certification programs aimed at the French, Swiss, and Belgian markets. These programs, priced between 350 and 1,000 euros, allow customers to improve their eyelash extension skills or learn spray tanning techniques.

In the coming months, installment payments will play a key role in supporting the rollout of this business activity, making it easier to enroll in the most comprehensive modules and helping professionals further develop their skills. Offering payment solutions tailored to the expectations of B2B customers is now one of the brand’s priorities.

By relying on PrestaShop and PayPal, Store Lashes now has a flexible and scalable setup capable of meeting the needs of its B2B clientele and supporting the growth of its training offering across French-speaking markets. In doing so, the company confirms its place as a local French player attentive to the requirements of beauty professionals.

Thanks to Bryan Tremeau, co-founder of Store Lashes.

*Pay in 4 is subject to merchant status, business category, and integration. Customer eligibility is subject to PayPal approval. See the product terms and conditions for more information.

**These results and opinions may not be representative and may vary significantly from one business to another. This content is provided for informational purposes only. You should always obtain independent business, tax, financial, and legal advice before making any business decision.