Umbreen Sheikh of Wink Brow Bar – Making Each Client Feel Beautiful and Empowered


Umbreen Sheikh of Wink Brow Bar – Making Each Client Feel Beautiful and Empowered

We had the pleasure of interviewing Umbreen Sheikh of Wink Brow Bar.

Umbreen Sheikh
Umbreen Sheikh

Umbreen Sheikh is the Founder of Wink Brow Bar, grew up in London and was heavily influenced by her mother’s passion for beauty growing up. She watched her self-motivated mother start her own salon business in the 1980’s. Umbreen got to experience the world of beauty first-hand and witness the magic of countless brow and eye transformations. With this keen interest in beauty and a background in biomedical sciences from Kings College in London, Umbreen moved to New York City in 2003 where her journey with Wink Brow Bar first began.

Can you share with us your background and the background behind WINK BROW BAR?

I grew up in London and was heavily influenced by my mother’s passion for beauty growing up, watching her become self-motivated and start her own salon business in the 1980s. While others in the industry were winging it, my mom put herself through an accredited beauty school to learn her craft. She later became a trusted educator in beauty and go-to authority on threading – my mother believed that threading was the best method of removing hair from the face and shaping brows. I got to experience the world of beauty first-hand and witness the magic of countless brow and eye transformations. With this keen interest in beauty and a background in biomedical sciences from Kings College in London, I moved to New York City in 2003 where my journey with Wink Brow Bar first began.

When I tried to get my own threading done – it was one brow fits all, and no concept of the latest fashion trends or face shapes. Frustrated that the threading industry was fragmented with no benchmark and all places were holes in the walls, I realized that nowhere in NYC was able to meet my high expectations for threading as a luxury brow shaping experience. Other mainstream companies providing the best brow shaping were doing so with waxing, and not leading with threading.

This led me to launch the first Wink Brow Bar, in NYC’s Greenwich Avenue in the fall of 2014. I quickly established myself as the industry leader and standardized threading, with the goal of educating and helping women achieve their best and supporting my staff through ethical wages and training. Wink Brow Bar was swiftly picked up as an insider beauty favorite and the go-to for threading, as the experts.

During my journey as an authority on brows and meeting thousands of happy customers, I became aware that women wanted a bigger focus on education in my stores. They wanted to leave empowered by their brows, and feel more knowledgeable about their own beauty. I knew my customers were impressed with my high standards of brow and eye zone treatments, and realized that I could share my vast knowledge. And so, I created the Wink Promise, a quadruple threat – with the main aim being to always leave my customers happy.

What is the vision behind the WINK BROW BAR brand? 

The vision behind the Wink Brow Bar brand is not only to elevate the experience of threading but also provide a one stop space for clients to get all brow and eye-related services and products that will empower them and make them feel like a million dollars – in a clean elevated environment, with the highest expertise.

What do you think makes the WINK BROW BAR brand stand out? Can you share a story? 

We are unique! We are the only brand out there that does everything related to the brow and eye zone area in one expert space in a relatively short amount of time, leaving our guests with more time to do other things – nowadays people want everything so quickly and we strive to make you look your best – with a focus on enhancing your natural beauty.

I have a story and it’s Covid related, funnily enough! We found that our wait lists increased as our guests wanted to get their brows and lashes done with services such as threading and lash and brow lifts, and realized it was because they were wearing masks and wanted to look good above the mask. It became even more obvious to so many the power of the brows and lashes and eye area! Makeup and lash extensions were out, and natural enhancements like lash and brow lifting, threading, and tinting became even more popular because of the time they last.

Is the brand working on any exciting new projects now? 

Yes! We were working on our amazing compact product lines before COVID hit- we will now be working with a bigger focus on this to grow our eCommerce and find great partnerships for our products. We also have another couple of exciting projects in the pipeline that we will be ready to discuss soon 🙂

Where do you see the WINK BROW BAR brand going in the future? 

In the future I still see us as Brick and Mortars stores due to the nature of what we do, our services will still be required as threading is something that people mostly need someone else to perform. We will also be expanding our eCommerce products!

How can our readers connect with you and WINK BROW BAR on Social Media?

Reach out @winkbrowbar on Instagram and @winkbrowbarNY on Facebook!

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