JJ Cowan was first introduced to Lash Extensions and Brow Mastery in 2011 and was fascinated with the services complexity – almost immediately she decided to dedicate herself to the craft. Taking two-years to perfect her technique JJ immersed herself in all things beauty and simultaneously launched a beauty blog called Secrets From Your Girlfriends. It was here that she first displayed her skills in beauty and received instant notoriety from many publications for her minimalist delivery leading to features in Elle, Chloe, Flare and Fashion Magazine where she gained a coveted seat on the magazines Beauty Panel. JJ went on to work with such brands as Maybelline New York and made appearances on CTV’s The Social and Rogers TV.

After working out of her home studio for 2 years, JJ founded Wax & Lash in 2013, located in the heart of downtown Toronto and it became an immediate success. Known for her high skill level and approach to lash and brow customization JJ has acquired a cult like following with clients flying in from New York and Boston for bi-weekly Wax & Lash visits.

In 2016, JJ moved Wax & Lash Beauty into a new 1000 sqft studio at Yonge and College St. where she has accumulated a client base of 5K and has carried out over 10K brow shaping, Lash Lift and Lash Extension services. During this period she began training future lash & brow artists. In 2018, after having several students fly in from America and Europe to take her lash and brow training courses she thought about bringing her courses to her students through online learning. This would ensure that top tier quality lash and brow training was easily accessible.

After 2 years of actively developing her curriculum and filming course content, JJ launched WAX&LASH Beauty Online Academy in early 2022. She still continues to offer lash and brow services out of her downtown studio as to ensure she maintains an advanced skillset. In 2024, JJ announced that she will be offering nail services after becoming certified by The Gel Bottle Inc. Accredited Nail Academy. All of her nail work will maintain and focus on her naturally, polished Aesthetic.