Lashify® is the award winning lash system with over half a million customers worldwide and the pioneers of the Underlash™ technique. The foundation of the system includes a patented wand, Gossamer® lash cartridge and micro-flex bond, working together to create the most beautiful lashes in the world.
Lashify is synonymous with disruption and innovation—holding 750+ utility and design patents and 500+ trademarks worldwide. At our core are transparency, truth in advertising, and creating superior products that empower our clients while making the impossible possible. Launched in 2018, we created a brand new market in the beauty business that did not exist. We invent and design our own lashes, tools, adhesives, and the design systems and language for categorization and education.
LASHIFY®
Founding Member
Creative Director
20216-2019 CASE STUDY
Founding Member
Creative Director
20216-2019 CASE STUDY
Brand Positioning
Product Development
Product Design
Product Naming
Brand Voice
Visual Identity
Brand Guidelines
Product Development
Product Design
Product Naming
Brand Voice
Visual Identity
Brand Guidelines
Packaging System Design
Art Direction
Campaign Direction
Branded Partnerships
Retail and Interior Design
Art Direction
Campaign Direction
Branded Partnerships
Retail and Interior Design
The Lashify brandmarks, color, motif and materiality encase the products in luxury–
treating the Gossamer® lash cartridges, bonds, sealers and hand tooled Fuse Control™ wand, like jewlery.
treating the Gossamer® lash cartridges, bonds, sealers and hand tooled Fuse Control™ wand, like jewlery.
The Gossamer® Lash– Classification System
The Gossamer Lash Classification System is more than a product assortment, it is a structured design language. The foundational styles Amplify, Bold, and Curl established the core vocabulary and each new style expresses a distinct aesthetic.
At the heart of the cartridge design is a numerical taxonomy. Lash lengths are codified in millimeters, ranging from 8 mm to 20 mm. This system functions as both a technical and visual communication device. The numeric designation becomes a universal shorthand that is instantly legible to both professional artists and consumers, enabling exact customization and predictable outcomes.
The result is a cohesive identity where product design, packaging, and communication operate as one integrated language that is precise and unmistakably proprietary.
The Gossamer Lash Classification System is more than a product assortment, it is a structured design language. The foundational styles Amplify, Bold, and Curl established the core vocabulary and each new style expresses a distinct aesthetic.
At the heart of the cartridge design is a numerical taxonomy. Lash lengths are codified in millimeters, ranging from 8 mm to 20 mm. This system functions as both a technical and visual communication device. The numeric designation becomes a universal shorthand that is instantly legible to both professional artists and consumers, enabling exact customization and predictable outcomes.
The result is a cohesive identity where product design, packaging, and communication operate as one integrated language that is precise and unmistakably proprietary.
The Gossamer®– Lash Map
The Gossamer application technique grids the eye into defined zones and locations. Custom looks are created by mixing and stacking various lengths and styles. Artists and customers can simply read a lash map, and recreate looks with precision.
The Gossamer application technique grids the eye into defined zones and locations. Custom looks are created by mixing and stacking various lengths and styles. Artists and customers can simply read a lash map, and recreate looks with precision.
Product and Packaging Design
Material and motif follow strict codes, from specified tooling to substrate selection in order to maintain luxury, quality, and consumer excitement.
Material and motif follow strict codes, from specified tooling to substrate selection in order to maintain luxury, quality, and consumer excitement.
Consumer Experience
The first luxury direct to consumer experience in a DIY lash extension system. Decadence and technology are married to product, education and community. The 2M+ followers and self proclaimed “Lashifiends” across social platforms bring thier attitude and artistry to the genre.
The first luxury direct to consumer experience in a DIY lash extension system. Decadence and technology are married to product, education and community. The 2M+ followers and self proclaimed “Lashifiends” across social platforms bring thier attitude and artistry to the genre.
The Lashify Pop-Up, SOHO, New York City
The Lashify Pop-Up, Bloomingdales, New York City
CREDITS
Photography / Video: Justin Joyner, Beau Nelson, Brad Lansil, Sasha Dasaro
Makeup: @matinmakeup
Hair: Sean Goddard
Motion: Joe Wright
Photography / Video: Justin Joyner, Beau Nelson, Brad Lansil, Sasha Dasaro
Makeup: @matinmakeup
Hair: Sean Goddard
Motion: Joe Wright
Brand Strategy and Positioning
Product Development
Concept Discovery
Visual Identity
Brand Guidelines
Packaging Design Systems
Campaign Design
On-Set Art DirectionRetail and Interior Design
Merchandising Guidelines
Omnichannel Launch
Brand Guidelines
Packaging Design Systems
Campaign Design
On-Set Art Direction
Omnichannel Launch
Syntheluxe Studio is the design practice of Sasha Dasaro, working with an evolving team of creative experts and collaborators.
I collaborate with founders, established brands, and product development teams to translate abstract concepts into the tangible experience across luxury, beauty, and wellness. Through alignment in formulation, packaging, sensorality, visual identity, and storytelling the brand will operate as a beautiful system.
I collaborate with founders, established brands, and product development teams to translate abstract concepts into the tangible experience across luxury, beauty, and wellness. Through alignment in formulation, packaging, sensorality, visual identity, and storytelling the brand will operate as a beautiful system.
As a founding member of Lashify®, I helped shape the disruptive, category-creating the lash system in 2016 with CEO Sahara Lotti. By launching the brand’s identity, packaging system, and market presence, Lashify contines to be awarded merits by the industry Today, Lashify is recognized globally as an Beauty innovation leader with 800+ patents, 500+ trademarks, and a fiercely loyal community driving its continued growth.
My work exists at the intersection of creative direction and product development, shaping brands from early concept through commercialization. Moving beyond traditional branding, the studio combines strategy and market intuition with creative execution. With an intelligent system in place, guidance and launch ready assets are provided for global manufacturers, teams and creative collaborators.
Agency Experience–
SS+K
Siegel+Gale
Control Group
thelab NYC
EURO RSCG
Project 2050
Albert Watson Photography Inc.
Cyclops Productions
The Brand Integration Group B.I.G–
Ogilvy & Mather NYC
Archived Projects–
Commercial– Everyrealm, Canyon Ranch, Delta Airlines, Beefeater Gin, BakerMcKenzie, Service Year, Motorola Solutions, CVS Health, Hewlett Packard Enterprise, Tracy Reese, The Lincoln Motor Company, The Kneipp Group, GC Optics, Dos XX, Eat Drink and Be Merry (The Hair of the Dog, The Thirteenth Step, Three Sheets Saloon, Jack and Ginger’s), The Ford Motor Group/ Jaguar, Calvin Klein, Linda and LeRoy, Aveda, SoGolden Botanicals, Condé Nast, Picigin, New Era Cap Company, Macy’s, North Brooklyn Millwork, Levi’s, Jockey International, Reebok, The Estate of Elvis Presley, Do Hwa, Exxon Mobil, Motown Records, Kmart, Def Jam Records, Mc Donald’s, MTV2, Sony BMG/ ABC Networks, Yahoo, Maxwell House, Amtrack, British Petroleum
Archived Projects–
Institutional–The United Nations Department of Field Support, Smithsonian National Museum of the American Indian, The Lily Auchincloss Foundation, Voxiva, Endeavor, Office of National Drug Control Policy
Arts and Culture– FMLY, Perverted Kaleidoscope, Studio MW, Ethan Hawkes: Under the Influence, Freight+Volume Gallery, Ron Galella at Paul Kasmin Gallery, The Labyrinth Theater Company, Gallery Mesquito Calvo, Splendora, The Fader Magazine
Brand Strategy and Visual Identity Design
luxury beauty and wellness
luxury beauty and wellness