About Us
Hi & Welcome!
Hi, I’m Emelie! The founder and creator of HAYATI LASHES. I’m 27 years old, born and raised in Hisingen in Gothenburg, Sweden. I’ve always been a dreamer at heart — a Japanese RPG enthusiast, an artist, and a storyteller. My journey started in 3D Art and Video Game Design, but it took an unexpected turn that would lead me to create a brand unlike any other.
Growing up, I often felt like an outsider. I didn’t quite fit in anywhere, so I found comfort in beauty, memorizing every muscle and bone in the body, (and drawing them from memory), video games and drawing — worlds where I could create my own reality. Then, at 12 years old, my mum sat me and my twin sister down at the kitchen table and said words that would change everything:
“I’m adopted. You´re half Croatian."
In that moment, my identity shifted. I kept it to myself for years, because whenever people found out i had to do more at work, I was treated differently — “Oh, you’re not Swedish?” — even though I was. That feeling of “I don’t belong” could have broken me. Instead, it gave me the strength to create something bold, something that stands apart from the ordinary.
HAYATI LASHES was born from that fire — a brand that tells every woman:
“You are worth more than you think. You are stronger than you think.”
Every lash style carries a name with meaning — Big Moves, Achiever, Manifest — reminders of the power and potential within you.
In 2022, I went to Croatia for the first time — while HAYATI LASHES was still just an idea sketched out and planned in my iPhone notes. That trip not only connected me to my heritage but also gave me a sense of belonging I had been searching for my whole life. Along the way, I met incredible friends (hello, Elmedina and Joana!) through this journey, and I realized that home isn’t just a place — it’s a feeling.
That’s the feeling I want every person to experience when they wear HAYATI LASHES: confidence, connection, and the courage to stand out. This brand isn’t just about lashes — it’s about identity, working towards something bigger, empowerment, and celebrating the beauty of being unapologetically different.
xoxo
Emelie.