Beauty -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
With perfectly sculpted brows now at the top of many clients’ beauty wish-lists, the HD Brows treatment and product range has gained a huge following across the UK, Ireland and beyond. This month, we shine a spotlight on the road to the brand’s success...
From its glittering celebrity launch back in 2008, HD Brows has won a myriad of devoted fans across the breadth of the UK and Ireland. With the brand now a familiar sight on salon treatment menus, and its products making their way into the make-up kits of both beauty professionals and women alike, where exactly did the success story begin?
With four decades of vast industry know- how and experience between them, HD Brows is the brainchild of Nilam Patel and Karen Betts. Make-up artist and beauty therapist Nilam’s trendsetting beauty career spans 20 years, during which time she has worked on a host of music videos, films and television commercials. Eyebrows have always been an important part of Nilam’s beauty repertoire. During two years spent Stateside, she became the personal brow shaper of choice to many A-List celebrities. Throughout Karen’s two decades in the industry, her achievements and successes have ultimately led her to becoming one of the UK’s leading semi-permanent cosmetic artists and practitioners. In joining forces,
HD Brows Fact File
• HD Brows was first launched in 2008.
• The brand’s founders, Nilam Patel and Karen Betts, have collectively four decades of industry experience.
• The brand’s make-up range was introduced in October 2012, with 43 products currently available.
• Celebrity fans include the likes of Katie Price, The Saturdays, Emeli Sandé and Little Mix.
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both women were bringing something unique to the table. With Karen’s wealth of business expertise and Nilam’s impressive industry experience, who better qualified to embark on developing a range of innovative products, with their fellow beauty professionals firmly in mind.
Brows that wow!
Over the past few years, eyebrows have been firmly basking in the glow of the spotlight. Thanks to the plethora of actresses, pop stars and models worldwide sporting groomed, natural and sculpted looks; brows are now big beauty business. Yet, Nilam and Karen were already one-step ahead of this trend in 2008 when the HD Brows concept was first conceived. It was during training semi-permanent make-up that the pair noticed many people struggled with perfecting the brow area, and there appeared to be a real need for specific training focusing on eyebrow shaping. After testing out the idea initially and receiving outstanding feedback, HD Brows was born and the duo have never looked back.
Through the brand’s seven precision steps, therapists can now provide their clients with the brows they had always dreamed of. After an initial consultation, the client’s eyebrows are expertly
groomed into the perfect shape for their face through a combination of tinting, waxing, threading, tweezing, soothing and finishing. Not only is the brow area enhanced, but the appearance as a whole is also transformed, as the system allows therapists to perfectly customise treatments to suit each of their client’s individual requirement.
After the initial launch, the beauty world soon began to buzz about the new brow offering and HD’s profile received an extra promotional boost thanks to a very familiar face. “The brand really took off when Gary Cockerill (make-up artist to the stars) attended the training and brought along Katie Price,” comments Anna Coull, HD Brows’ Marketing Manager. “This was filmed for her TV show and when it aired, the response was phenomenal, with stylists across the country wanting to train in HD Brows.”
The brand’s popularity hasn’t just been confined to therapists on home soil. Brow enthusiasts from across the world have all been eager to take advantage of the HD Brows training courses, gaining the knowledge and skills they need in
Nilam Patel
Karen Betts
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