Instagram is the shop window for most lash and brow techs. Clients scroll your grid before they book, and they're looking for three things: work they like, proof you're safe and a simple way to get an appointment. This list gives you 30 post ideas that cover all three, grouped by what they do, with a one-line note on why each one works.
Use it as a menu. Pick a few from each section, mix them through the month and you'll never be stuck staring at a blank caption again.
Want a head start? Grab our 14 free Instagram templates (just your email, no checkout). You can edit them in free Canva and try a couple of these ideas this week.
Results and your work
- A classic set before and after. Show a soft, natural set and explain it's one extension per natural lash. Why it works: new clients want to see what "natural" really looks like.
- A brow lamination before and after. Show fluffy, brushed-up brows with a tint. Why it works: brow results are dramatic in photos and get shared.
- A treatment comparison. Swipe through classic, hybrid, volume and Russian side by side. Why it works: it helps undecided clients pick, and it gets saved.
- Lash mapping explained. Show the difference between a cat eye and a doll eye map. Why it works: it shows you tailor each set to the client's eye shape.
- Natural or dramatic? A this-or-that post asking which look followers prefer. Why it works: one-word answers make commenting easy.
- A new training certificate. Share a new skill, such as Russian volume. Why it works: it shows you keep learning and gives clients more choice.
Aftercare and tips
- Lash aftercare list. Keep them dry for 24 hours, avoid oil-based products, brush daily, don't pick. Why it works: clients save it, and better aftercare means better retention.
- Brow lamination aftercare. Keep brows dry for the first day and brush them into shape each morning. Why it works: it protects your results and cuts down repeat questions.
- Sleeping with extensions. Suggest sleeping on your back and a silk pillowcase. Why it works: it's a practical tip clients haven't thought of.
- Mascara and extensions. Explain why mascara is best avoided. Why it works: it answers a question almost every new client asks.
- A "wake up and go" quote. No mascara, no curlers, no rushing in the morning. Why it works: it sells the lifestyle, not just the treatment.
Trust and safety
- Why you always patch test. Explain what a patch test is and why it's done 48 hours before. Why it works: it shows you put safety first.
- Your hygiene routine. Sterilised tools, single-use disposables, cleaned down after each client. Why it works: hygiene is a top worry for people booking a new tech.
- Studio set-up. Fresh linen, sterilised tweezers, the kettle on. Why it works: it shows clients what to expect when they walk in.
- "Do extensions damage your lashes?" Explain that properly applied sets don't. Why it works: it tackles the biggest fear stopping people from booking.
- "How often do I need an infill?" Explain the 2 to 3 week cycle. Why it works: it educates clients and keeps your diary full.
- A client review. Share a kind message with a thank you. Why it works: people trust other clients over anything you say yourself.
- A review request. Thank someone for a review and ask recent clients to leave one too. Why it works: more reviews help new clients find you.
Booking and policies
- Intro post. Your name, your town, how long you've been lashing and what your studio feels like. Why it works: clients book people, not just treatments.
- Price list. Your full menu, with infill rules. Why it works: it answers the first question in most DMs.
- Books open. Announce next month's dates and remind new clients about patch tests. Why it works: it gives followers a clear moment to book.
- Last-minute slot. Post a cancellation with the day and time. Why it works: it fills gaps fast and rewards people who follow you.
- Cancellation policy. Explain your notice period kindly. Why it works: it sets expectations before there's a problem.
- Deposit policy. Explain that the deposit holds the slot and comes off the price. Why it works: it reduces no-shows without sounding cross.
- A clear call to action. Remind followers you have evening and Saturday slots and where to book. Why it works: a simple next step turns likes into bookings.
Offers and seasonal posts
- New client offer. A small discount on a first full set. Why it works: it lowers the barrier for people who've been thinking about it.
- Loyalty card. For example, every 6th infill free. Why it works: it rewards regulars and keeps them coming back.
- Refer a friend. Both get money off their next appointment. Why it works: friends trust friends, and lashes are often booked in pairs.
- Gift vouchers. Post them in the run-up to birthdays and Christmas. Why it works: it brings in new clients through your existing ones.
- Bridal lashes. Remind brides to book a trial early. Why it works: wedding bookings are planned months ahead and often include the bridal party.
How often to post
Three or four posts a week works well for most lash and brow techs. Try to include at least one result, one tip or aftercare post and one trust post each week, with a booking or offer post every week or two. Keep the bridal post for spring and the gift voucher post for November and December.
Stories are where last-minute slots and day-to-day studio life work best, so use them alongside your grid. Batch your posts on a quiet day, and take photos of every set you're proud of so you always have fresh results to share.
Keep it simple
You don't need to post every day or follow every trend. Show your work, show that you're safe and make booking easy. Come back to this list whenever you're short of ideas.
If you'd like these ideas ready to go, our Lash and Brow Pack has 30 Canva templates that match this list, with a ready-to-paste caption for each one. It's £7, and you just add your own photos, prices and town.