THE BUSINESS OF BROWS & LASHES

LOUISE BUTLER IS AN AWARD-WINNING BROW AND LASH ARTIST, COMPETITION JUDGE, AND OFFICIAL BEAUTIFUL BROWS EDUCATOR. AFTER TWO DECADES IN THE INDUSTRY, WE SPOKE TO HER ABOUT HOW YOU CAN LEVEL UP YOUR BUSINESS WITH LASH AND BROW SERVICES.

Let’s get straight into it. What are the benefits of adding lash and brow services to your beauty or hair salon menu? Louise said: “I absolutely love doing brows and lashes! Both are a treatment that shows the customers instant results, the before and after "wow" from your clients is so rewarding. You can offer a brow and lash package which is a duo treatment. With Beautiful Brows and lashes brand you can use the duo sachets and compete both the lash and brow service, which is cost affective as well as the short treatment times, this means you can fill smaller gaps in your diary.”

Let’s take the next step. Now that we know the benefits, what should professionals consider when setting up their lash and brow space in the salon? We wanted to know about what elements are necessities; what are some nice touches to consider adding to add to client comfort? Louise gave her insight: “The workstation is very important. Ensure you have a good set up, an uncluttered station looks better, and you can work easier being more organized. Disinfectant sprays and wipes is a very important essential. Having your aftercare on display is vital for lash lift and brow treatments it is an easy upsell. I sell a lot of brow Toxx and brow powders. I discuss these products during the treatment, so it doesn’t add any more time to the treatment slot. I love to visit home department stores and find lots of nice matching pots and decorative items that are aesthetically pleasing to the overall look of my lash and brow room.”

Louise continued: “Ensure the area is big enough for the clients to feel relaxed whilst having a brow or lash treatment, the chair/bed comfort is important. Some prefer to use a bed; I personally like using a Chloe chair as I suffer with my back and I can stand without being compromised. My clients like the chairs as some also suffer with their backs and the chair enables them to get on and off with ease, I added footrests and a pillow for extra comfort.”

The very making of a beauty professional is getting a strong education; learning the ropes from the best of the best and expanding your knowledge so that you can expand your service menu and extend client pool as a result. The Beautiful Brows education courses range from Lash Lifting, Brow

Lamination, and Conversion Courses to the Duo System (Lash & Brow Course). Bespoke to the beauty professional, these classes give those budding to be lash and brow professionals the best possible foundations for thriving in the industry. Louise is passionate about sharing her passion and wisdom with new generations of beauty professionals. Why? “I love seeing my students succeed and to see someone else’s business start thriving because they have done their training with me and I’ve helped them perfect their technique is one of the most rewarding things about my job. I am their biggest hype girl!”

Once you establish yourself as a creative and professional force (that’s the goal, isn’t it?!), you may be approached by brands for advertising opportunities, partnerships, and brand deals. We asked Louise what professionals should consider before selecting a course or brand to work with? She said: “I find social media and forums a good place to start looking, follow your idols and look into reputable brands. I like to find brands that are vegan friendly, cost effective and give good results; brands who do in-house training with ongoing after-support, look for courses that insist case studies are submitted and check the course is accredited and insurable. I like to ensure my students get the best from their training days and go on and get the best results as no one can do a 1-day course and be excellent. It takes time with ongoing support.”

Now, let’s move into the mind of the consumer. Professionals should ask themselves, what are my clients seeing on their phones and computers every day? What services and styles will they be wanting as seasons and trends change? We asked Louise what seasonal trends she predicts for Fall 2023? She revealed: “The trending brows for me now are a snatched brow, giving them a more raised brow at the tails. Tints have evolved in the last few years and there are many tints available on the market that are allowing us to really get the best results from the brows. We have gone from a block brow affect to a more natural, fluffy ombre look. The skin staining affect and the ability to custom blend the tints, to suit the client, is amazing. I feel people are opting for a more natural approach and lash lifting is fast becoming popular treatment, especially how low maintenance it is.” Find Louise on Instagram as @louiseb.beautifulbrows and on Facebook as LB beauty by Louise •

Myth Busting

Louise takes on some common misconceptions about brows and lashes.

1. Lash lifts are painful

“Lash clients can think that a lash lift can sting and be uncomfortable but this is maybe down to the product going into the clients eyes. Professionals need to ensure the product is not on the client’s waterline and ensure they are comfortable.”

2. Lamination is only for young people

Don’t alienate your mature clients! The most misconceptions with the brow or lash services, especially brows, is that they think a brow lamination is too young for them. In fact, I think a brow lamination is perfect for anyone as you can tame the brows and give people a fuller look without giving them that typical, fluffy brow effect. It can be a very natural subtle look if discussed at consultation.”

3. Lash lifts are complicate and time consuming

“My clients don't get discomfort with my lash lifts. People don’t realise how many elements there are to a lash lift, flipping water line or a slight tweak to your shield/ product placement can have a huge impact on the overall results. It’s all about being careful and intentional with how you prep and prime the lashes and lids before carrying out the service.”