Are you looking for the best lash business name ideas? If you are, keep reading this post. Here, we will show you 500+ best lash business name ideas you could use!
When you’re starting a lash business, creativity can set your brand apart in a competitive beauty industry.
A well-chosen creative lash business name instantly tells potential clients that your services are unique, stylish, and modern.
Whether you’re launching a lash studio, an eyelash extension business, or selling lash products, a creative name helps you stand out, build a strong brand identity, and make your business memorable.
Below are some inspiring lash business name ideas that are both catchy and creative.
Table of Contents
What to Consider When Naming Your Lash Business
Before you settle on the perfect lash business name, it’s important to consider a few key factors that will shape your brand identity and set you up for long-term success.
A name is more than just words; it’s the foundation of your beauty brand and the first impression for potential clients. Here are some things to keep in mind when naming your lash business:
1. Reflect Your Brand Identity
Your lash business name should capture the essence of your style and services. Ask yourself: do you want your brand to sound luxurious and elegant, trendy and modern, or fun and approachable? The name should align with the image you want to project.
2. Keep It Memorable and Catchy
A great lash business name is easy to say, spell, and remember. Avoid overly complicated words and focus on names that resonate with your target audience. Short, snappy names are more likely to stick in your clients’ minds.
3. Consider Your Target Audience
Think about the type of clients you want to attract. For example, younger audiences might connect with playful and trendy lash names, while a luxury clientele may prefer more elegant and sophisticated names.
4. Check Name Availability
Before you finalize a name, make sure it’s available as a domain name and social media handle. This ensures consistency across platforms and makes it easier for potential clients to find you online.
5. Think About Long-Term Growth
Choose a name that won’t limit you as your lash business grows. If you plan to expand into other beauty services, choose a name that’s broad enough to encompass your future offerings.
Best Lash Business Name Ideas for You

We have categorized the names under these categories:
- Creative
- Catchy
- Unique
- Luxury
- Cute and fun
- Trendy and Modern
- Memorable
- Location-based
- Personal
Based on your preferences and requirements, you can select an option. Without any further ado, let’s get into the article.
1. Creative Lash Business Name Ideas
If you want to stand out with originality, a creative lash business name can capture attention and make your brand unforgettable. These names mix playful, imaginative, and stylish elements to reflect your artistry as a lash artist.
The right name is not just about beauty, but also about building a strong brand identity that feels unique, catchy, and memorable. Whether you are starting fresh or rebranding, these creative lash business names are sure to inspire you.
- Wink & Wonder Lashes
- Lash Envy Studio
- Flutter Muse Co.
- Blink Bloom Bar
- Lash Haven Collective
- The Art of Lashes
- Twinkle Lash Co.
- Spellbound Lash Studio
- Lash Whimsy
- Starlight Lash Lounge
- Bold Blink Beauty
- Glow & Go Lashes
- Lash Charm Lab
- Dream Lash Society
- Flutter Fantasy
- The Lash Garden
- Lash Whisper Co.
- Sparkle & Sleek Lashes
- EyeCandy Lash Bar
- Lash Reverie
- Gloss & Glam Lashes
- Lash Mosaic Studio
- Infinite Blink Co.
- The Lash Diary
- Charm Lash Collective
- The Flutter Edit
- Dazzle & Blink Lashes
- Blink Aura
- Lash Legacy Studio
- The Glow Lash Project
- Wink Luxe Co.
- Lash Poetry
- Glimmer & Blink Studio
- Lash Nest Collective
- Bright Eyes Lash Bar
- Flutter Fusion
- Lash Bloom Co.
- The Blink Boutique
- GlowLash Artistry
- Lash Imprint Studio
- Blink & Beam Lashes
- Starry Wink Co.
- The Lash Mirage
- Luxe Fantasy Lashes
- Lash Aura Vision
- Whimsy Wink Bar
- The Lash Parlor
- Radiant Wink Studio
- Charm Blink Co.
- Wink Horizon Lashes
- Mystic Lash Collective
- FlutterGlow Studio
- The Lash Canvas
- Pure Wink Co.
- Lash Illusion Bar
- Twinkle Vision Lashes
- The Lash Vault
- Blink Bliss Co.
- Lash Daydream Studio
- Aura Flutter Collective
2. Catchy Lash Business Names
A catchy lash business name is one of the best ways to make your brand memorable. The right name grabs attention, is easy to remember, and reflects your creativity as a lash artist.
These catchy lash business name ideas will help you grow your brand, stand out from competitors, and create a brand identity that aligns with your perfect business vision.
- Wink & Win
- Blink Magic
- Lash Love Co.
- Flutter Fever
- Lash Pop Studio
- The Wink Spot
- Oh My Lash
- Blink Chic
- Lash Crush
- Twinkle Lash Bar
- Wink World
- Flirty Flutter
- Glow Up Lashes
- Lash Splash
- Dazzle Lash Studio
- Blink Bright
- Pop Lash Collective
- Flutter Fun
- Wink Factory
- Lash Spark
- Blink Boss
- Lash Jam
- Glow Girl Lashes
- Flutter Babe
- Wink Club
- Lash Addict Studio
- Lash Life Co.
- Catchy Wink
- Lash Queen Studio
- Wink Charm
- Flashy Lash Co.
- Blink Glow
- Lash Party
- Twinkle Touch
- Lash Luxe Pop
- Flutter Zone
- Lash It Up
- Glow Wink
- Lash Candy Co.
- Blink Beat
- Spark Lash Bar
- Pop Wink Studio
- Lash Babe Collective
- Blink Star
- Wink Glow
- Lash Mania
- Catch The Wink
- Lash Hype Co.
- Dazzle Wink
- Glow Up Blink
- Flutter Joy
- Lash Pop Queen
- Wink Wave
- Lash Glow Up
- Blink It On
- Sparkle Lash Co.
- The Wink House
- Lash Boom
- Glam Wink Studio
- Lash Spark Joy
3. Unique Lash Business Names
When naming your lash business, standing out in a competitive beauty industry is essential. A unique lash business name not only makes your brand memorable but also ensures your clients see you as creative and ahead of the curve.
These creative and unique lash business name ideas are designed to reflect individuality, professionalism, and a strong brand identity, making your lash business sure to stand apart.
- BlinkAura Studio
- FlutterMystique
- LashNova Co.
- Enchanted Wink
- VelvetWhisper Lashes
- CharmFlair Lash Bar
- LuxeLoom Lashes
- PrismFlutter Co.
- GlowLash Essence
- The Lash Haven
- WinkAlchemy Studio
- RadiantVeil Lashes
- BlinkBloom Collective
- CrystalCurve Lash Co.
- IllumeLash Studio
- FlutterCove Lounge
- GildedWink Collective
- AuraMyst Lash Bar
- The Lash Haven
- PureWhisper Studio
- VelvetCharm Lashes
- GraceGaze Lash Co.
- WhisperLoom Studio
- LuxeEdge Lashes
- BlinkNest Collective
- FlutterSphere Studio
- GlowWhisper Lash Bar
- PolishedCharm Lashes
- InfiniteBlink Co.
- EssenceGaze Studio
- TimelessWhisper Lash Bar
- HaloLash Collective
- CrownedGlow Studio
- NobleWhisper Lashes
- DivineNest Co.
- MysticWink Studio
- GlamAura Lash Bar
- AuraNest Lashes
- InfiniteWhisper Studio
- GlowCharm Collective
- WhisperCrown Lash Bar
- FlutterJewel Co.
- BlinkAura Essence
- RadiantSphere Lashes
- ChicNest Studio
- PureMystique Lash Bar
- GoldenGaze Collective
- LashLoom Luxe
- GlowVelvet Studio
- WhisperBloom Lash Bar
- RegalNest Lashes
- EnchantSphere Studio
- BlinkMyst Collective
- VelvetEdge Lashes
- DazzleAura Studio
- GlowNest Lash Co.
- MysticCharm Lash Bar
- TimelessCrown Lashes
- HaloWhisper Studio
- The Luxe Nest
4. Luxury and Elegant Lash Business Name Ideas
If your goal is to create a luxury lash brand that exudes elegance, sophistication, and professionalism, choosing the right name is crucial.
A polished and unique lash business name helps you build credibility, attract high-end clients, and elevate your brand identity.
The following creative and memorable lash business name ideas are perfect for lash artists who want to position their business as premium, exclusive, and timeless.
- Opulent Blink Studio
- Luminous Lash Lounge
- Divine Flutter Co.
- Prestige Lash Bar
- Radiance Blink Studio
- Elite Lash Atelier
- The Velvet Wink
- Lavish Flutter Co.
- Glamour Lash Collective
- The Luxe Lash Room
- Pure Elegance Lashes
- Royal Blink Studio
- Diamond Lash Bar
- LuxeGlow Co.
- Celestial Flutter Studio
- Polished Wink Collective
- Serenity Lash Lounge
- Regal Lash Studio
- Lustrous Blink Co.
- Timeless Lash Bar
- The Crystal Wink
- Luxury Flutter Co.
- Gilded Lash Studio
- SilkGlow Lash Co.
- Exquisite Wink Bar
- Enchant Lash Collective
- The Opal Blink
- Elevated Lash Studio
- The Crown Lash Lounge
- Imperial Blink Co.
- Aura Lash Bar
- Plush Flutter Studio
- Prestige Glow Lashes
- Vogue Lash Collective
- Majestic Wink Studio
- Infinite Lash Co.
- Dazzle Lash Bar
- Polished Flutter Co.
- The Sapphire Blink
- Noble Lash Studio
- Chic Elegance Lashes
- Prestige Lash Lounge
- The Diamond Glow
- Golden Blink Studio
- Refined Flutter Co.
- The Luxe Lash Society
- Pure Glow Lash Bar
- Graceful Wink Studio
- Divine Lash Collective
- Elegance Lash Co.
- Infinite Glow Studio
- Crowned Flutter Bar
- The Platinum Wink
- Supreme Lash Lounge
- Radiant Glow Collective
- LuxeCharm Lash Studio
- Grand Flutter Co.
- Crystal Lash Room
- Aura Elegance Lashes
- The Velvet Glow
5. Cute and Fun Lash Business Names
A cute lash business name gives your brand a lighthearted and approachable personality, while a fun name makes it memorable and appealing to a wide range of clients.
If you want your eyelash business name to feel friendly, trendy, and inviting, these catchy and creative lash business names will help you stand out. Perfect for lash artists who want to build a brand that feels modern, warm, and full of charm.
- Wink Wink Lashes
- FlutterPop Studio
- Lash Bubbles
- Pretty Blink Co.
- SweetWink Lashes
- Lash Giggles
- Fluffy Flutter Bar
- Happy Blink Studio
- Sugar Lash Lab
- Bubble Blink Co.
- Lash Sprinkles
- Twinkle Tots Lashes
- LashyDaisy
- FunFlutter Studio
- Candy Wink Collective
- Lash Lollipops
- Cheeky Blink Bar
- FlutterJoy Co.
- Smile & Wink Studio
- Lash Cupcake Co.
- CuteBlink Collective
- Lash Bunny Bar
- WinkWhirl Studio
- Playful Flutter
- FlutterBug Lashes
- Lashberry Co.
- Wink Doodle Studio
- GlowGiggle Lashes
- FlutterPanda Co.
- SparkJoy Lash Studio
- Lash Choco Co.
- FlutterKiss Bar
- Winky Bloom Studio
- LashCloud Co.
- PopLash Collective
- Cherry Wink Studio
- LashNoodle Co.
- FlutterBee Bar
- Lash Pudding Co.
- Happy Eyes Studio
- Blink Bubbles
- Silly Flutter Co.
- Pink Wink Collective
- LashyCharm Bar
- FlutterCoco Co.
- Whimsy Wink Studio
- CandyGlow Lashes
- Lash Panda Pop
- WinkBerry Studio
- Lashy Sunshine
- Flutter Spark Co.
- WinkJoy Collective
- Cupcake Blink Studio
- Lashy Love Co.
- Bubbly Wink Studio
- FlutterPie Lashes
- WinkJelly Co.
- Lash StarPop
- Flutter Bear Bar
- Sweet Glow Lashes
6. Trendy and Modern Lash Business Names
If you want your brand to feel fresh, stylish, and ahead of the curve, choosing a trendy lash business name is the way to go. Modern names often use sleek words, short structures, and chic vibes that connect with younger clients and beauty enthusiasts.
A catchy lash business name that reflects today’s trends can help your lash brand stand out online and on social media, making it easier to grow your lash business with a loyal following.
- Nova Lash Co.
- Lashology Studio
- Prism Lash Bar
- Aura Lash Collective
- Vibe Lash Lounge
- Lash District
- Neon Lash Co.
- Elevate Lash Studio
- Onyx Lash Boutique
- Lash Theory
- Velvet Glow Lashes
- Lash Avenue
- Urban Lash Works
- The Lash Edit Bar
- Chic Vision Lashes
- Glow Lash Society
- Luxe Beam Lashes
- Lash Horizon
- Fresh Lash Studio
- The Lash Code
- NextGen Lash Co.
- Halo Lash Bar
- Polished Lash Co.
- Stellar Lash Loft
- Lash Aura Collective
- Sleek Lash Lab
- Lash Flow Studio
- Radiant Rise Lashes
- Modern Glow Lash Co.
- The Lash Hive
- Pure Trend Lashes
- Lash Mode
- Bold Beam Lash Co.
- The Lash Palette
- Glam Pulse Lashes
- Lash Society Co.
- Zenith Lash Boutique
- Lash Vision Lab
- Chic Pulse Lash Studio
- Lash Spark Co.
- Viva Lash Collective
- The Lash Circle
- Glow Beam Lash Studio
- Lashline Modern Co.
- Trend Luxe Lash Bar
- Lash Elevate
- Infinite Glow Lashes
- Lash Edge Studio
- The Lash Scene
- Vogue Lash Co.
- Dazzle Lash Collective
- Lash Future Studio
- Lumina Lash Bar
- The Lash Era
- Sleek Society Lashes
- Radiant Vogue Lash Co.
- The Lash Grid
- Aura Luxe Lashes
- Vision Lash Studio
- Lash Spark Society
7. Memorable Lash Business Names That Build Your Brand
When naming your lash business, choosing a memorable lash business name is key to standing out. A strong name should be simple, easy to pronounce, and instantly recognizable, while also aligning with your brand identity.
By picking a catchy and creative lash business name, you ensure clients remember your services and keep coming back. Below are some unique lash business name ideas designed to help you build your brand and elevate your lash company.
- Luxe Lash Legacy
- The Lash Edit
- Velvet Lash Co.
- Glow & Lash
- The Lash Vault
- Lash Couture Collective
- Signature Lash Studio
- Pure Lash Co.
- Infinite Lashes
- Starstruck Lash Lounge
- Modern Lash Bar
- Enchant Lash Boutique
- Sleek Lash Works
- The Lash Society
- Radiant Lash Co.
- Golden Hour Lashes
- Lush & Lovely Lashes
- Bold Lash Studio
- Iconic Lash Co.
- The Lash Loft
- Divine Lash Lounge
- Allure Lash Boutique
- The Lash Glow Studio
- Dream Lash Works
- Chic Lash Collective
- Polished Lash Bar
- Prestige Lash Co.
- Glamour Lash House
- Everlasting Lashes
- Lash Luxe Lab
- The Lash Refinery
- Timeless Lash Studio
- Lash Bloom Co.
- Radiance Lash Works
- Visionary Lash Lounge
- Elite Lash Boutique
- The Lash Label
- Lash Essence Co.
- Graceful Lash Bar
- Glimmer Lash Studio
- Shine Lash Collective
- Supreme Lash Lounge
- Lash Empire Co.
- Serene Lash Works
- Bliss Lash Boutique
- Luxe Vision Lashes
- Captivate Lash Co.
- Lash Aura Studio
- Majestic Lash Collective
- Stellar Lash House
- Lash Envy Lab
- True Beauty Lashes
- The Lash Atelier
- Illume Lash Co.
- Polished Perfection Lashes
- Celestial Lash Studio
- Radiant Rose Lashes
- Pure Essence Lash Co.
- Lavish Lash Loft
- The Lash Elegance
8. Location-Based Lash Business Names
If you want your lash business name to connect with local clients, adding your city, neighborhood, or region is a great strategy. This approach builds trust, boosts recognition, and makes your brand feel more accessible.
A catchy and creative lash business name tied to a location also helps with word-of-mouth marketing since clients will easily remember where you are based.
- New York Luxe Lashes
- Los Angeles Lash Lounge
- Miami Glam Lashes
- Chicago Lash Studio
- Houston Lash Co.
- Dallas Lash Boutique
- Atlanta Lash House
- San Francisco Lash Bar
- Seattle Lash Works
- Orlando Lash Glow
- Vegas Lash Couture
- Nashville Lash Haven
- Denver Lash Refinery
- Phoenix Lash Studio
- Boston Lash Charm
- San Diego Lash Couture
- Austin Lash Boutique
- Portland Lash House
- Tampa Lash Studio
- Brooklyn Lash Lab
- Manhattan Lash Lounge
- Queens Lash Works
- Bronx Lash Co.
- Staten Island Lash Boutique
- Malibu Lash Glow
- Beverly Hills Luxe Lashes
- Hollywood Lash Couture
- Santa Monica Lash Haven
- Laguna Beach Lash Studio
- Orange County Lash Works
- Miami Beach Lash Glow
- South Beach Lash Co.
- Coral Gables Lash Studio
- Palm Beach Lash Boutique
- Orlando Downtown Lashes
- Jacksonville Lash Lounge
- Tallahassee Lash Haven
- Tampa Bay Lash Couture
- Key West Lash Glow
- Charleston Lash Studio
- Savannah Lash Boutique
- Charlotte Lash Bar
- Raleigh Lash Lounge
- Durham Lash Glow
- Asheville Lash Co.
- Dallas Uptown Lashes
- Fort Worth Lash Haven
- Houston Heights Lash Works
- San Antonio Lash Glow
- Austin Downtown Lash Studio
- Phoenix Valley Lash Co.
- Scottsdale Lash Lounge
- Tucson Lash Boutique
- Sedona Lash Glow
- Las Vegas Strip Lash Studio
- Reno Lash House
- Salt Lake City Lash Co.
- Park City Luxe Lashes
- Provo Lash Boutique
- Utah Valley Lash Lounge
9. Personal and Brand-Driven Lash Business Names
Sometimes the best lash business name is one that feels personal and closely tied to your brand identity. Using your own name or a brand-driven approach adds a professional touch and helps build trust with clients.
Whether you are an independent lash artist or growing into a larger lash brand, these creative and memorable lash business name ideas can make your business stand apart while staying true to your vision.
- Lashes by [Your Name]
- [Your Name] Lash Studio
- [Your Initials] Luxe Lashes
- [Your Name] Beauty & Lashes
- Signature Lashes by [Your Name]
- [Your Name] Lash Boutique
- [Your Initials] Lash Co.
- [Your Name] Eyelash Studio
- [Your Name] Lash Lounge
- Personal Touch Lash Studio
- The [Your Name] Lash Experience
- [Your Name] Glam Lashes
- Timeless Lashes by [Your Name]
- [Your Name] Lash House
- [Your Initials] Lash Works
- [Your Name] Lash Collection
- [Your Name] Lash Artistry
- The [Your Name] Lash Bar
- [Your Initials] Lash Creations
- [Your Name] Lash Haven
- [Your Name] Signature Lash Co.
- [Your Name] Luxe Lash Boutique
- [Your Initials] Lash Aesthetics
- [Your Name] Eyelash Design
- [Your Name] Lash Perfection
- Simply [Your Name] Lashes
- [Your Name] Lash Glow
- [Your Initials] Lash Lab
- [Your Name] Elegant Lashes
- [Your Name] Lash Refinery
- [Your Name] Lash Couture
- [Your Initials] Lash Style Studio
- [Your Name] Lash Signature
- [Your Name] Premium Lashes
- [Your Initials] Lash Spa
- [Your Name] Lash Obsession
- [Your Name] Eyelash Beauty
- [Your Initials] Lash Charm
- [Your Name] Glamour Lashes
- [Your Name] Lash Essence
- [Your Initials] Lash Studio
- [Your Name] Luxury Lash Co.
- [Your Initials] Eyelash Boutique
- [Your Name] Lash Beautique
- [Your Initials] Lash Art
- [Your Name] Classic Lashes
- [Your Initials] Lash Luxe
- [Your Name] Lash Glow Bar
- [Your Name] Eyelash Haven
- [Your Initials] Lash House
- [Your Name] Chic Lash Studio
- [Your Name] True Lash Beauty
- [Your Initials] Lash Studio Pro
- [Your Name] Lash Inspirations
- [Your Name] Lash Elegance
- [Your Initials] Lash Creation Co.
- [Your Name] Divine Lashes
- [Your Initials] Lash Perfection
- [Your Name] Eyelash Couture
- [Your Initials] Lash Signature Studio
Tips for Choosing the Perfect Lash Business Name
When naming your lash business, the right approach can make all the difference in how your brand is perceived. A well-chosen name not only attracts potential customers but also helps you build your lash brand for long-term success. Here are some practical tips:
- Ensure your name fits your brand identity – Choose a lash business name that reflects your values, style, and services. A name that resonates with your target audience will make your eyelash business more memorable.
- Check availability and trademarks – Always verify that the name for your lash business is available as a domain name and on social media handles. Avoid legal issues by making sure it doesn’t infringe on an existing trademark.
- Keep it short and catchy – A catchy lash business name is easier for clients to remember and recommend. Avoid overly complicated or long names that may not stand out in the beauty industry.
- Consider your unique selling point – Highlight what sets your lash services apart. Whether it’s luxury, affordability, or creativity, make sure your chosen name evokes that identity.
- Think long-term growth – Select a name that allows you to grow your lash business. Avoid limiting names that only focus on one service if you plan to expand into other areas of the eyelash extension business.
- Test the name with others – Ask friends, family, or even potential clients if the name creates the right impression. A memorable lash business name should be easy to say, spell, and recognize.
Frequently Asked Questions
Now, we will take a look at some of the frequently asked questions regarding this topic.
What makes a good lash business name?
A good lash business name should be short, memorable, and reflect your brand identity. The name you choose should align with your services, create a unique impression, and help your business stand out in the beauty industry.
How do I come up with catchy lash business name ideas?
Brainstorm words related to beauty, lashes, and style, then combine them in creative ways. A catchy lash business name often uses playful wording, rhymes, or elegant terms to evoke feelings that attract potential customers.
Should my lash business name include the word “lash” or “eyelash”?
Including “lash” or “eyelash” in your business name makes it clear what services you offer. However, if you plan to expand into other services, choose a creative lash business name that is flexible for future growth.
How do I ensure my lash business name is unique?
To create a unique lash business name, check for trademark availability, web domains, and social media handles. A well-chosen name ensures your brand is protected and helps you stay ahead of the curve.
What mistakes should I avoid when naming my lash business?
Common mistakes include picking a limiting name, ignoring trademark checks, or choosing something too complex. Always ensure your name fits your business plan and creates a memorable lash business identity.
Can I change my lash business name later?
Yes, you can rebrand, but it’s best to choose the perfect name for your lash business from the start. Rebranding means updating business cards, marketing, and check web domains again, which can be costly.
Do catchy and creative lash business names attract more customers?
Absolutely. A catchy and creative lash business name not only grabs attention but also builds trust. A memorable name makes it easier for clients to recommend your lash services to friends and family.
How do I finalize my lash business name?
Test your name suggestions with friends, family, or potential clients. Make sure the chosen name is easy to say, aligns with your brand’s values, and passes all legal and availability checks before you finalize it.
Why is choosing the right lash business name so important?
The name is crucial because it represents your lash brand and unique selling point. A strong lash company name helps you elevate your brand, attract potential customers, and support long-term growth of your eyelash business.
Conclusion
Choosing the right name for your lash business is one of the most important steps in building a strong brand identity.
A well-thought-out lash business name goes beyond just words as it communicates your vision, attracts clients, and helps your business stand apart in a competitive beauty market.
When brainstorming lash business name ideas, always consider your audience, your brand’s values, and future goals.
Whether you are a new lash artist launching an extension business or looking to grow your brand with a rebrand, the name you choose should be memorable, creative, and professional.
From catchy lash business names that grab attention to creative and memorable options that reflect your unique style, finding the perfect business name ensures long term growth.
Avoid common pitfalls such as complicated wording or limiting terms since these are mistakes to avoid when naming your lash business.
Instead, focus on creative and unique lash ideas, check trademark availability, and confirm your name fits across social media and domains.
Ultimately, the best name is one that feels authentic, aligns with your brand name, and is sure to stand out as your eyelash business name.
With the best ideas, a catchy and creative lash business will not only help you elevate your brand but also give your clients a name they will remember and recommend.
Take your time in finding the perfect name because the right choice today will help you build, grow, and solidify a unique lash business for years to come. For more suggestions, you can use this business name generator tool.
So, which name are you choosing for your business?
Let us know in the comments.