The future is fluffly… brows

Derbyshire-based Brow Artist and Educator, Toni McEvoy specialises in brow laminations. After finding her passion for brow art, she explains how her career flourished to get to where she is today; gaining a huge client base, becoming Brow Lamination Judge two years running and teaching hundreds of online students across the globe.

When did you notice your passion for brows?

My passion for brows stems back to my Beauty College days, it has been almost 14 years now and I have completed an NVQ and a Fine Art Diploma. I have always been artistic and creative, so naturally, I found I was drawn towards treatments such as makeup and brows. I see my client’s faces as blank canvases and instead of working with what they’ve got, in terms of style and shape, I give them what I know they wished they had. My obsession with brows continues to grow and I will never get tired of seeing the transformations that are possible and the confidence I can bring to my clients.

How did you find your style, and what are your tips for other brow professionals trying to stand out?

A brow lamination is my signature treatment and I’ve developed my own style. Finding your style comes after practice and carrying out numerous brow treatments, numerous times, using a different combination of products. I don’t know anyone in the industry who has carried out one or two brow treatments and then nails a signature look, finding your niche is all about trial and error and learning from your mistakes. Personally,

I have never been one to look at what everyone else is using and play it safe. Another tip to make your work stand out is to look for products from different countries until you find the perfect product that works for you. It really is true that you can never stop learning, even when you have nailed your trade and are fully booked. I continue to enrol on masterclasses and courses, and I’ll never stop learning because this industry is constantly changing. Even if you take something small away from the class, you can put this towards creating your dream combination that leads you to discover your signature style to set you apart from the rest.

You have 11.2k followers on Instagram, how did you build this following and what advice can you offer for engagement on socials?

For social media marketing, consistency and personality is key! Always post organically and post when you want to and not when the Instagram algorithm says you should, as this algorithm is always changing and will end up giving you an unneeded headache.

Post a good mix of your salon life, business building, your highs and lows and everything in between. People love to see your reality. If you scroll through my Instagram, you’ll notice that my feed is predominantly brows and the other side of my life goes on my Instagram stories and highlights. No one wants to just see the brand, they also want to get to know the person behind it. People will instantly feel more comfortable with you if they feel like they know a bit about you.

You have judged the brow lamination category at the Brow Awards two years in a row, what do you look for in a perfect brow lamination and how did you learn the technique?

I live and breathe brow laminations, so being a judge for two years running has been a dream come true. To get the highest marks, I look for hairs lying flat on the skin and having a sleek finish. I inspect closely for signs of over or underprocessing and symmetry between both brows. The first time you judge, you’re thrown in at the deep end as you’ve never done it before but what helped me was sticking to what I look for when carrying out a treatment myself.

What are your goals for the future and how do you plan on achieving them?

My next goal is to run accredited courses. I currently run 1-to-1 classes and a worldwide online lamination masterclass to help qualified brow technicians upskill, however, I’d be honoured to train newbies who fancy jumping into the exciting world of brows. My end goal is to have brow bars in department stores such as Selfridges and Harvey Nichols, with a fleet of 5* brow technicians carrying out treatments the Brow Edit way.