brow-raising business

BY KRISTIN KAIDE

KRISTIN KAIDE SPOKE TO LIZA ESPINOZA , OWNER OF SALON FLUXX IN NAPERVILLE, IL, ABOUT HOW TO ADD BROWS AND LASHES INTO YOUR TREATMENT MENU. SHE ALSO ASKED HER OWN BROW TECH, ANTIONETTE MICHAEL , TO SPILL SOME INDUSTRY SECRETS ON EXECUTING LAMINATION.

When we’re aware of what trends are out there, we have the opportunity to network with adjacent providers. Building a professional community can lead to infinite referrals to your business. Eyebrow lamination is a key trend and revenue generator. It is a treatment that relaxes, repositions, and conditions the hair resulting in fuller, smoother, and more flexible eyebrows. The process is similar to a perm where you redirect the hairs while the solution is on, then neutralize them to reform the bonds. Not only does this help tame coarse, unruly, and curly eyebrows, it allows the technician to artfully direct hair to fill in thinning areas. Lamination lasts around six weeks. I get it done about four times a year, planning around a week before major events. That’s why I drive 1.5 hours each way to see my brow technician, Antoinette Michael. I interviewed the talented specialist for my feature this month and she filled me in on her industry secrets. I also interviewed Liza Espinosa, the co-owner of the salon Antionette operates from. Antoinette breaks down the technical details while Liza provides some insight into incorporating these services as an owner.

How do you prep first-time clients for an event, like a future bride? "I always recommend trying new treatments for the first time 10 to 12 weeks before a big event. This allows you to see if you like the service and see if you want any adjustments."

Are lamination and tinting safe for everyone? "In general, laminations, lifts, and tints are not suitable for pregnant women, clients with eczema, psoriasis, Alopecia, ultra sensitive skin, and anyone on Accutane or had recent eye surgery. To prevent any risks, I do a patch test."

Lamination is a fairly new trend. What made you specialize? "I decided to get certified in Elleebana lash lifts and tints five years ago. Elleebana then came out with a gentler system that can be used on lash lifts and brow laminations, so it made sense for me to start offering this service. Brow lamination has definitely helped me grow my business. Lamination is a good solution for anyone who wants naturally fuller brows – the before and after results are very marketable!"

How did you choose what certifications to get and what brands/products to work with? "I aim to use gentle products. I chose to get certified with Elleebana for all my lash and brow services because their tint and lift system is one of the safest. They’re paraben free, formaldehyde free, hypoallergenic, and never tested on animals. It’s a great product that delivers consistent, dependable results."

Outside of being a salon owner, Liza Espinoza is a published artist in consumer and industry magazines and a global educator. She has traveled all over the world performing educational seminars, working runway shows, and being a platform artist. In 2008, she and her husband Rey Achurra opened Salon Fluxx in Naperville, IL. It’s no wonder Antoinette was drawn to work in their salon, and that Liza found someone so skilled to do so!

What made you decide to offer brow and lash services at your salon?

"We had a treatment room available for stylists that wanted to perform basic waxing services but we never had a dedicated specialist prior to Antoinette. Finding the right person to transform that room into the destination was key."

How should you approach recruitment when adding new services?

"Brow and lash services were a little out of our realm, being a very hair focused salon. To even consider a new treatment – especially if it’s out of your area of expertise – one would have to believe in and trust the service provider implicitly. We were very impressed with Antoinette’s expertise, demeanor, energy and attitude, and knew if anyone could make it happen it would be her!