It all begins with the eyes

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Makeup magic for the windows to the soul

Well-shaped eyebrows and lovely lashes.
eyeliner
These are all a woman needs to look naturally beautiful from day to day, according to Browhaus Philippines managing director Tab Abad-Estacion. Her company pioneered the art of brow and lash grooming in the country way back in 2008, and maintains to this day that the most important part of applying makeup is to “emphasize the eyes.”

“I always tell to our clients that they only need good eyebrows and nice lashes—some lip gloss too—and they’re good to go,” said Estacion in an interview with The Manila Times. “The eyes are the windows of the soul, as they say, and one can tell so much about a person by looking at her eyes,” she continued. “The eyes can be very expressive and show if you’re lonely, happy, or angry. And woman perks up her eyes, they lighten up her whole face.”

And so, as Browhaus continues its mission to help women emphasize their eyes, the cosmetics house developed two new products—the HD Mascara and Precision Eyeliner—for makeup magic.

The eye cosmetics were launched on August 27 at the Niner Ichi Nana at Bonifacio Global City, Taguig, where The Manila Times held this interview with Browhaus Philippines’ managing director.


Eye needs

eyeAccording to Estacion, the launch of Browhaus’ new products coincides with its mother company’s 10th year anniversary. The first Browhaus opened in Singapore in 2004.

Moreover, she also said that the new mascara and eyeliner were formulated in response to their clients’ needs.

“After years of market research and product development, we worked very hard on coming up with this eye duo based on women’s needs,” Estacion said.

She elaborated, “The primary object of the mascara is to give that curl that will last more than 24 hours. The testing period was very challenging because we had to make sure of the product’s staying power.

“For the eyeliner, what sets ours apart is that you don’t need to apply it over and over. You can line it thinly for a simple look, to very thick and fabulous in two shades—deep brown which is perfect for daytime and intense black for nighttime.”

Together, the two products, according to Estacion, establish the fact that “brows and lashes are Browhaus’ business.”

Brow conscious

 The Browhaus team teaches how to achieve beautiful eyes with the use of their two new products, a mascara and an eyeliner

The Browhaus team teaches how to achieve beautiful eyes with the use of their two new products, a mascara and an eyeliner

Noted as the first foreign brow salon to open in Manila, Browhaus can attest to the growing number of brow-conscious Filipinas over the years. And they have the numbers to prove it.

“One branch receives more than 2,500 clients a month,” Estacion revealed. Currently, Browhaus Philippines has four branches located at Greenbelt 5 in Makati City; Serendra in Taguig City; Lucky China Town in Manila; and Abreeza Corporate Center in Davao.

Because of the growing demand for well-shaped eyebrows, Browhaus is also into expansion on its 10th anniversary, and is in fact opening a fifth branch in SM Mega Fashion Hall in Mandaluyong City today.

Browhaus Philippines is also aware of the tough competition in the brow business today, but as Estacion said, “Competition is good because it means we are doing the right thing. We did [brow-shaping] first with this international brand, and salons have made this an add-on to their services.”

A science

At Browhaus, brow grooming is a science.
How so? First and foremost, the company uses its own “Browhaus Blueprint,” a precise system designed to create the perfect brow by employing grid technology, form and symmetry.

They carry out this blueprint without waxing the brows as other salons do.

“We don’t wax because brow shaping involves a very precise technique. One wrong move with waxing and there’s a huge tendency to get it all wrong. We are all about precision, symmetry and angles, we will not risk doing a brow wax. Instead, we thread and tweeze.”

The salon has brow architects, who are trained at the Singapore headquarters. Just like actual architects, they are given exams at the end of training, which, if they pass will earn them a license for an entire year.

“To make sure their skills are up to par, they have to renew that license every year,” added Estacion.

The procedure is accredited by the International Therapy Examination Council, a specialist board that provides qualifications for beauty and spa therapies.

According to Estacion, such a process enables Browhaus’ technicians to provide high-quality services, as well as updates them with the ever-changing eyebrow trends.

“If you want to know what eyebrow look is in today, it’s the well-groomed but bushy and virgin-looking brows of supermodel Cara Delevingne,” concluded Estacion.

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