The treatment branded as the LVL is a lash perm. It has the trendier sounding lash lift because people equate the word “perm” with an old hair technique. But the LVL is lash perming. I have not yet come across an insurer in the UK (lived there for five years) who separates LVL from lash perming. If they do, then best not to go with them as you want an insurer who knows what it is they’re underwriting. As for copyright and other intellectual property issues, you can’t use LVL as a selling name as it belongs to Nouveau Lashes. So the NAME is a Nouveau Lash only thing but the actual treatment is not. I have also seen claims that they came up with the treatment. Well in terms of branding and how they train may be but as for the actual treatment - eg. The application of the rod, shield, solution, neutraliser etc absolutely not. I did my beauty training in 2004 and part of my assessed skill set included lash perming. It’s been around since the 50s. Well before Nouveau raised its scary little head in 2006.