Sahara Lotti revolutionized the beauty industry with the patented Gossamer® lash and the launch of Lashify, the world’s first at-home DIY lash extension system. Today, Lashify holds more than 750 global patents and is considered the gold standard in luxury DIY beauty. In this session, Sahara shares her journey as an inventor, founder, and CEO—and the lessons she’s learned about intellectual property and brand protection. She will break down why patents are not just legal tools but powerful brand-building assets and explain how entrepreneurs can strategically use IP to protect innovation, strengthen brand equity, and defend their place in the market.