College Beauty Clubs Lead the Charge with Lash Styling Competitions to Boost Engagement

Across college campuses, a new trend is taking hold: beauty clubs are swapping traditional workshops for high-energy lash styling competitions, and the results are in—engagement is soaring. What started as small-scale events at a handful of universities has grown into a movement, with clubs reporting 200-300% increases in participation over the past two years. At the University of Texas at Austin, for example, the “Lash Masters Cup” drew 85 teams this semester, up from just 28 in 2021. Behind the surge? A perfect storm of Gen Z’s passion for beauty, the rise of DIY makeup culture, and a hunger for hands-on, shareable experiences.

Why lash styling, specifically? Unlike full-face makeup, lash artistry offers immediate, Instagram-worthy results—ideal for competition drama. “Lashes transform a look instantly,” explains Maya Chen, president of UCLA’s Beauty Innovators Club. “A bold lash can take a simple makeup look to viral status, which resonates with students used to creating for TikTok and Instagram.” This social media drive isn’t just about likes; it’s about skill-building. Today’s students see beauty as a viable career, and competitions let them practice techniques—from measuring lash band fit to customizing lengths for different eye shapes—that pros use daily.

The structure of these competitions reflects this dual focus on creativity and craft. Most events split into categories: “Technical Precision” (judged on symmetry, adhesion, and natural-looking blend) and “Creative Freedom” (themed rounds like “Mythical Creatures” or “Futuristic Glam”). At Boston University’s “Lash Lab Challenge,” teams of two have 90 minutes to design a full lash look, including a 60-second pitch explaining their inspiration. Judges, often local salon owners or beauty brand reps, score on innovation, technique, and how well the design complements the model’s eye shape. “We had a team last year create ‘galaxy lashes’ using iridescent fibers and tiny star-shaped decals,” says BU’s club advisor, Lila Patel. “It wasn’t just pretty—it showed they understood how light hits the lash line to enhance eye color.”

For the beauty industry, these competitions are a goldmine. Young contestants represent the next generation of consumers and creators. Brands are taking notice: cruelty-free lash brand FlutterHue recently partnered with five universities to sponsor competitions, offering product kits and a “Rising Star” internship to winners. “Gen Z cares about authenticity,” says FlutterHue’s founder, Jamie Liu. “By supporting these events, we’re not just selling lashes—we’re building trust. When a student uses our mink-blend lashes to win, their followers listen.”

The impact on students is tangible, too. Emily Rodriguez, a junior at Florida State University, won her campus competition last spring with a “botanical lash” design (hand-painted green fibers mimicking fern leaves). “I was nervous, but the feedback from the judge—a lash studio owner—got me a part-time job doing bridal lashes,” she says. “Now I’m launching a small lash line with my winnings. The competition didn’t just boost my confidence; it launched my career.”

As these events spread, experts predict they’ll evolve. Next semester, the University of Washington plans to add a “Sustainable Lash” category, requiring recyclable materials—a nod to Gen Z’s focus on eco-conscious beauty. Virtual rounds are also on the horizon, letting students compete across campuses via live streams. One thing’s clear: college beauty clubs aren’t just hosting competitions—they’re redefining how young people engage with beauty: as a skill, a community, and a launchpad for the future.