RUTH RATSEP
FOUNDER RUTHIE BELLE
Ruthie Belle is one of the most influential figures in the global lash industry, known for her groundbreaking innovations, forward-thinking education, and global impact. Based in Estonia, Ruthie has spent over a decade shaping the future of lash artistry.
In 2013, she became a pioneer in Estonia’s beauty scene—introducing volume lashing to the country and becoming the first educator to teach both Volume and Lash Lift techniques. That same year, she founded Ruthie Belle, now a globally recognized lash brand with distribution in 18 countries.
Her list of achievements includes:
• Inventing the original Superbonder in 2018—now one of the most copied products in the lash industry.
• Developing the world’s first Cysteamine-based Lash Lift system in 2019, offering a gentler alternative to traditional solutions.
• Launching the world’s first online Lash Lift courses in 2017, transforming lash education worldwide.
• Creating the first ergonomic lash pillow designed specifically for lash artists, personally engineered by Ruthie in 2016.
She is also the founder of Estonia’s first lash magazine, Lash Love, and organised the first-ever Lash Conference in Tallinn.
Ruthie is a sought-after international speaker and judge, with recent appearances at:
• Lash Boss Summit (2022, 2023, 2024)
• Premiere Anaheim, Los Angeles (2023)
• LASHCON (2024)
In 2024, she continued to innovate by developing Powder Lift in collaboration with LashMother Uli and opened a U.S. warehouse to support her growing North American customer base. With a focus on safety, science, and sustainability, Ruthie Belle continues to push the industry forward.