DTC Brand · Founded 2025

LashPals

A beauty brand and online academy built from zero. Solo built the academy on a custom stack. Led a designer and developer on the brand website. First sale in 4 days.

Visit lashpals.ca

days from launch to first sale

Solo

academy built end to end

tools integrated in the stack

~60%

content production time saved via AI workflow

Two Distinct Projects

One brand, two ways of building

Online Academy

Solo build · Full product ownership

I built the LashPals Online Academy entirely solo: scoped the MVP, designed the user journey, integrated payment, booking, authentication, and course delivery on a custom stack.

Every decision was mine. Every integration was hands on. First course sale within 4 days of going live.

Shopify Supabase Vercel Cursor Cal.com Clerk

Brand Website

Led designer and developer · Product direction

I led the brand website build as product owner: defined requirements, set timelines, managed a designer and developer, reviewed every deliverable, and ran QA before launch.

Requirements definition Team coordination QA and delivery

Lash Consultation + AR Try-On

Built in Claude Code · React · On-device engine · AR camera

An on-device consultation tool with a built-in AR try-on feature. Clients answer intake questions, receive personalised lash style recommendations, and can virtually try on different looks using their live camera before booking.

React / Vite On-device engine AR camera overlay Claude Code

What This Demonstrates

PM skills, not just founder skills

▸0 to 1 execution. I took an idea, defined the MVP, built the stack, launched, and generated revenue within 4 days. No team, no safety net.

▸Cross functional leadership. Led a designer and developer on the brand site: defined requirements, managed scope, and held accountability for delivery and quality.

▸Commercial thinking. Every product decision was tied to a conversion, retention, or revenue outcome. Features without commercial impact did not get built.

▸Ecommerce operations. Managed product catalogue, pricing, page content, campaign assets, booking systems, and customer communication across all channels.

▸Lash Consultation with AR try-on. Built in Claude Code: a client facing intake tool that generates personalised lash style recommendations, with an AR feature that overlays styles on a live camera feed in real time.