Building a Brow Business That Lasts: Foundations, Clients, and Connection
Starting and growing a brow business is a journey—and if there's one thing I’ve learned, it’s that success comes from building a rock-solid foundation, staying curious, and connecting deeply with your clients. Whether you're fresh out of beauty school or looking to refine your approach, here are the pillars that have helped me build a sustainable and fulfilling brow career.
1. Education Is Everything
Your beauty school license is just the beginning. Real skill comes from what you learn after you graduate. The State Board gives us the bare minimum; continuing education is where the magic happens. I've invested in everything from brow trainings to unexpected classes like copywriting and poetry, and they’ve all contributed to my business in ways I never imagined—especially when it comes to writing, branding, and communication.
Even if a course doesn’t directly tie into brows, chances are it’ll still benefit your growth. Make a habit of learning something new every year. It keeps your brain engaged and your passion alive.
2. Don’t Niche Too Soon
When you're just starting out, resist the pressure to narrow your services too quickly. Try different things. Explore all areas of your license. I started with skincare, but eventually realized brows were my true calling. If I had rushed into a niche right away, I might have missed the thing I love most.
Let your experiences shape you. You’ll gain valuable skills and clarity by dabbling before committing.
3. Experience Builds Confidence
Work in different environments. Try solo and team settings. Take jobs that stretch your skills—even outside the beauty world. Every role you take adds to your toolbox, especially when it comes to client communication, problem-solving, and customer service.
4. Social Media is Your First Impression
Your online presence is often the first handshake. It's where clients get to know you—your vibe, your space, and your results. Show your face. Talk on stories. Share behind the scenes. Let people see who they’ll be sitting with. The more familiar you feel online, the more comfortable they’ll be when they walk through your door.
It’s also your portfolio. Use it to show your progress, celebrate your wins, and reflect on how far you’ve come. And when you’re ready, don’t be afraid to invest in a social media pro. Every time I’ve done that, it paid off.
5. Speak to Your Clients, Not Your Peers
When creating content, remember who you're talking to. Most clients don’t care about ingredient lists or brand names—they care about results. Talk about the why behind your services. Why lamination works for certain brow types. Why tinting might be a great fit. Break it down in relatable, client-friendly language.
6. Make It Easy to Book You
If your potential clients can’t find basic info—your name, face, location, hours, or how to book—you’re leaving money on the table. Use an online booking system. It saves time, sets boundaries, collects forms, and protects your time with policies. Let your booking platform do the heavy lifting so you can focus on your craft.
7. Start Smart with Pricing
If you're just starting out, offering lower rates can help build trust and attract clients. When I went solo, I actually lowered my prices at first to transition clients from my previous job. As demand grew, I slowly raised my prices. That gradual climb helped me find clients who valued my work and were happy to grow with me.
Just don’t undercharge yourself to the point of burnout. Keep your overhead low and let your pricing grow with your experience.
8. Build Real Relationships
Want clients to stick around? Show them you care. Ask thoughtful questions during consultations. Don’t rush into shaping brows before fully understanding what they want. If they say “fluffy but thin,” ask for clarification. Use inspo photos. Take it slow.
Checking in builds trust. And trust builds loyalty. Clients will remember that you took the time to listen—that’s often more valuable than the service itself.
9. Create Comfort & Connection
The best marketing is a great experience. Make your space warm. Let your personality come through. When a client feels safe, seen, and heard, they’re more likely to return, leave a glowing review, and send their friends your way.
Connection is what turns a one-time visit into a long-term relationship.
Final Thoughts
If you're dreaming of building a thriving brow business, it starts with these fundamentals: education, experience, connection, and clarity. Stay open. Stay curious. Keep learning. And don’t be afraid to grow slowly—solid growth is better than fast burnout.
For more insights and tips, follow along on Instagram at @browducation and tune in weekly for new posts and episodes!