Amore Beauty, better known on Instagram as @amorebty, runs one of the more focused lash accounts coming out of Las Vegas. Her bio lays out exactly what she does: a lash supplier, a mobile lash artist, and a trainer who teaches other lash techs how to build their own businesses. That combination of hands-on client work, a supply line for fellow artists, and paid training courses gives her feed a working, business-first tone rather than a purely personal one. She’s grown the account to around 15,000 followers while keeping that narrow focus, which is not a small feat in a niche this crowded.
Her bio also points to a second layer to the account: it doubles as the front door for her own brand, listed there as amorebeauty.co. She describes hitting six figures in her first year in the industry and says she now shares what she’s learned with other lash artists trying to do the same. Whether or not every follower is there for the training side, that story gives the account a clear throughline: everything posted supports either the supply business, the training business, or the client-facing lash work itself.
What they post and how
The account’s saved highlights map out her whole offer at a glance: Students, Trainings, Shipping, and Retention. That reads more like a curriculum than a lifestyle diary. Her feed leans on quick before-and-after clips, POV videos filmed from behind the lash bed, and short, funny moments that capture the small realities of the job. The featured post below is a good example: a green-screen style clip captioned as a POV of “you and your client having the funniest lash appointment” while she’s low-key struggling to isolate a lash during the fill, the kind of relatable, behind-the-scenes humor that plays well with both clients and fellow lash techs. It is practical, service-facing content, in line with the niche her profile keywords point to: lashes, lash training, beauty, and Las Vegas.
Why it works
Most beauty accounts either sell a service or sell education, rarely both at the same time. @amorebty’s feed does both without feeling scattered, because everything ties back to one craft: lash extensions. A viewer weighing whether to get lashes done sees a technician actually working; a viewer who does lashes for a living sees someone who has already built the training and supply business they might be aiming for themselves. That dual audience likely helps explain why the account keeps growing in a niche, and a city, where beauty professionals are not short on competition. Las Vegas has a dense, fast-turnover beauty and hospitality market, and an account that can speak to both future clients and future students has more ways to stay relevant in it than one that only does one or the other.
What you can learn from this profile
A few habits here carry over well beyond the lash niche. First, she treats her Instagram highlights like a menu: anyone landing on the profile can tell in seconds what she offers, whether that’s training, supplies, or mobile appointments, without reading a single caption. Second, she leans on short, unpolished video moments from real appointments instead of staged studio shots, which tends to read as more trustworthy in a service-based business. Third, the account stays disciplined about its lane: everything comes back to lash artistry and training, which keeps the audience that does follow highly relevant to what she is actually selling, rather than chasing broader beauty trends that don’t connect back to her business.
Fourth, and easy to overlook, is that the highlight labeled “Retention” is itself content marketing. Client retention is one of the hardest parts of running a beauty business, and by naming it directly as something she teaches, she’s signaling to other lash artists that her training goes past the technical side of applying lashes and into the business fundamentals that actually keep a salon or mobile business afloat. That’s a more specific promise than most training accounts make, and it likely does a lot of the work in converting casual followers into paying students.
Accounts like this are also a reminder that steady growth inside one specific niche usually comes before any wider reach, not after. For creators trying to build a following from a similar starting point, giving a new profile some early traction with a service like Instagram followers to help a new profile clear that first visibility hurdle is a common tactic small beauty and training accounts use while their content and reputation catch up.