When Cristina Soliz started Fleur Couture, she had a clear target: busy women who wanted professional-looking lashes without the salon appointment. Now, the self-funded beauty brand is expanding across Arizona and setting its sights on national retail placement.
The company has carved out a niche with its DIY lash extension kits and glueless lash systems, designed for customers who prefer doing their beauty routines at home. The products center on convenience—mess-free application and extended-wear adhesive that’s meant to last without frequent touch-ups.
Fleur Couture launched as an e-commerce operation and has since opened in multiple Arizona locations, including Scottsdale, Chandler, and Westgate. The brand has gained attention through influencer partnerships and a growing social media presence, attracting customers who engage with beauty trends on Instagram and TikTok.
From Self-Funded Start to Media Recognition
Soliz, a mother of five, built the brand while managing family responsibilities—a story that’s resonated with her customer base and earned media coverage. She’s been featured in Women’s Week and NY Weekly, both highlighting her path as a self-made entrepreneur in an industry dominated by established players.
Beyond lashes, the brand has expanded into lip care and beauty essentials including lip plumpers, fiber mascaras, setting powders, and under-eye treatments. Each product launch follows the same principle: performance at an accessible price point, designed for women who don’t have hours to spend on their makeup routine.
The brand’s core audience is women between 18 and 45—working professionals, mothers, entrepreneurs—who want salon-quality results but value flexibility. Soliz has positioned herself as one of those customers, creating products she says solve problems she’s experienced herself.
Targeting Major Retail Placement
Looking ahead, Soliz has set ambitious goals. She’s working toward placement in major beauty retailers like Sephora, Ulta Beauty, and Target within the next three years. That kind of shelf space would mark a significant shift for a brand that started without outside funding or institutional backing.
The company is also ramping up its digital strategy, leaning into affiliate programs and influencer collaborations to build its national footprint. Soliz has appeared on multiple podcasts discussing entrepreneurship and beauty innovation, using those platforms to share both her business model and personal narrative.
What started as a one-woman operation has grown into a recognizable name in Arizona’s beauty community. Whether Fleur Couture can translate that regional success into national retail distribution will depend on its ability to scale production, maintain product quality, and compete with brands that have significantly deeper resources. For now, though, the trajectory is clear: upward.