Known by loyal clients as the South Bay’s best-kept beauty secret, What The Fluff was founded by Expert Lash + Brow Artist Jenna Alvarez in 2018.

Located in Hermosa Beach, our boutique studio offers a refined approach to lash and brow artistry—where exceptional results and natural hair health go hand in hand.

Every service is customized to the individual, utilizing industry-leading products and techniques that prioritize the integrity of your natural lashes and brows. Our philosophy is simple: beauty should feel effortless, never compromising your comfort, safety, or confidence.

More than a studio, What The Fluff is a welcoming space where artistry, education, and inclusivity come together to create a beauty experience that feels as good as it looks.

Healthy lashes. Healthy brows. Beautifully you.

— Jenna Alvarez, Founder