Meet Sarah, a trailblazer in the world of permanent makeup. With seven years of experience as a cosmetic tattooist, Sarah has not only honed her craft but has also revolutionised the industry with her innovative approach.

Specialising in ombré brows, Sarah saw a gap in the market for a more natural and subtle enhancement, and she seized the opportunity to create her own signature style. Her journey from aspiring entrepreneur to successful business owner is a testament to her passion, perseverance, and dedication to her craft.

Today, Sarah’s studio, Brows By Sarah, stands as a beacon of excellence, known for its unparalleled technique, personalised customer care, and commitment to delivering stunning, long-lasting results.

Join us as we delve into Sarah’s inspiring story and discover the driving force behind her relentless pursuit of beauty and empowerment…

Brows by Sarah

What inspired you to become a pioneer in the field of permanent makeup, particularly specialising in ombré brows where you went on to launch Brows by Sarah?

When I first trained as a cosmetic tattooist 7 years ago, I saw a gap in the market for a super natural brow. Other artists at the time were either microblading (which can cause scar tissue) or creating quite dark/unrealistic results. This is when I decided I was going to design my own style of ombré brows: simply, your brows, but better.

How do you ensure that each client receives a personalised experience tailored to their unique preferences and features?

During the consultation, just before the pre-draw, we take many things into consideration. We always ask our clients what they would like to achieve from our appointment. Then, we take into consideration the natural hair growth pattern, hair colour, age, skin type, and, of course, the client’s personal preference. With all of these factors combined, we hope to create the perfect bespoke brow.

Can you share with us the journey of establishing Brows By Sarah and how it has evolved over time?

When I was younger, I was a model. I loved it but knew it wasn’t sustainable. Then I met my husband. I was also super creative and wanted to find a career that expressed that. I fell pregnant with our daughter, so I decided I needed to do something that would earn decent money to give us a bit more financial freedom. I knew the only way to go was to become my own boss, so I trained in semi-permanent makeup, and it just took off in a way I only thought imaginable. It’s honestly changed my life in so many ways, and I’m so lucky to have such a supportive family, team, and, of course, the support from my clients.

What sets Brows By Sarah apart from other permanent makeup studios in terms of technique, customer care, and overall experience?

Over the past 7 years, I have carefully selected my team and mentored each artist from the very beginning. Here at BBS, we are like a family and want nothing but the best and highest standards for our clients.

How do you maintain the balance between innovation and maintaining the timeless appeal of natural-looking brows?

I actually think innovation and learning new techniques go hand in hand with timeless brows. With our technique, we have now mastered the art of tattooing brows and achieving the most natural results.

Could you tell us about the most memorable transformation you’ve witnessed through your work at Brows By Sarah?

There have been so many; it’s really hard to pinpoint. I recently treated a client who had unfortunately been attacked by a dog and had a very large scar through the eyebrow/forehead that had caused one side to drop dramatically. After a few sessions, I have created more symmetrical brows that have framed her face beautifully!

What challenges have you faced in your career, and how have you overcome them to achieve the level of success you have today?

I’m a big believer that life throws things in your direction for a reason. Not everything works out, but I never look at it as failure but see it as how I can improve and take advantage of those experiences to turn them into successful ones. Every lesson is a valuable one.

As a leader in your industry, what advice would you give to aspiring cosmetic tattooists or entrepreneurs looking to establish their own brand?

I’d say be patient and be kind to yourself. It doesn’t happen overnight, and you need to put in the work, but it is something you will never regret doing.

How do you stay updated with the latest trends and techniques in permanent makeup, and how do you incorporate them into your practice?

I also own my training academy, Alpha Academy, which I run every 6 weeks, alongside master classes for other artists who want to widen their skills and knowledge.

What role does continuous education play in maintaining the high standards of excellence at Brows By Sarah?

As semi-permanent makeup is one of the highest-earning, lucrative treatments in the industry, the earning potential is huge! So I feel it is imperative to keep learning and advancing my skill set.

Can you share some insights into your creative process when designing and perfecting each client’s dream brow shape?

During our consultation, we always take into consideration the client’s preferred shape, the natural hair growth, and also the color of their brows. We also factor in age, skin type, and face shape. When all this comes together, it will be bespoke to each individual client.

How do you ensure that the results of your treatments are both stunning and long-lasting while prioritising the health and safety of your clients?

With our technique, we gently airbrush tiny dots of pigment on the skin to create the most natural ombré brow. Our technique is the longest-lasting yet least invasive type of semi-permanent makeup, and all our artists have been fully trained by myself and are insured.

What do you find most rewarding about your work as a permanent makeup artist and educator?

I feel the passion I have for my craft shows through my work and also reflects on my team. We are like a family here at BBS. I absolutely love being able to watch them grow into independent businesswomen themselves, and I am genuinely blessed to do something I love and be able to call it work.

Could you share some tips for maintaining and caring for semi-permanent ombré brows to prolong their longevity?

The most important tips for maintaining your brows are to protect them from sun exposure. That’s why we highly recommend a factor 50 lip balm when going on holiday or facing general sun exposure. If a client desires a certain brow shape, then we recommend keeping up with regular brow maintenance appointments. Following the aftercare we give to our clients plays a massive part in not only caring for their new brows but also maintaining them between appointments.

How do you foster a collaborative and supportive environment within your team at Brows By Sarah?

To me, it’s more of a sisterhood than a workplace. Everyone who works here is fully trained and mentored by myself. We continue with education and hold regular masterclasses to keep up to date with current trends and techniques.

What motivates you to continuously push the boundaries of your craft and offer top-notch services to your clients?

Honestly, it’s not work for me; it’s a passion. The fact I get to do this for work is a dream for me. I have worked and still work hard to get where my business is today, and we continue to grow.

Can you tell us about any exciting projects or collaborations that Brows By Sarah is currently involved in?

My products are now available to purchase from Amazon. The clinic is the busiest it’s ever been, which is amazing, and we are currently looking for a clinic in London. The location is yet to be confirmed, but we do have some potentially very exciting opportunities on the horizon.

How do you handle client feedback and ensure that every experience at Brows By Sarah exceeds expectations?

During the consultation, our number one priority is our client’s personal preference, and we never go ahead unless they are 100% happy. The treatment is split into two appointments as we like to keep it super natural in the first treatment. Then we can add or tweak anything at the next appointment, which is usually 6-8 weeks after their initial appointment.

What do you envision for the future of Brows By Sarah and the beauty industry as a whole?

Continued growth and education not only for Brows by Sarah and my brand but also the beauty industry as a whole. My plan is to take my business to the next level with various projects that are in the pipeline, not only nationwide but internationally.

Our readers love to travel; what destination is at the top of your bucket list?

Santorini, can’t believe I’ve never been. Always wanted to go, so will definitely be going soon.

Looking back since launching the brand, is there anything you would do differently?

As it was a brand new business, and I had never done anything like this before, yes, of course, I would have probably done certain things a bit differently. Saying that, life is a learning curve, and I strongly believe that trial and error is the best way to achieve perfection.

What does self-love mean to you?

Self-love is so important to me. It encourages me to take care of myself not only physically but also mentally and emotionally. I prioritise what my body and mind need in that moment while setting boundaries and being kind to myself.

What’s your go-to quote when lacking motivation?

“Nothing great ever comes from comfort zones. If it were easy, everyone would do it.”

Lastly, what words of wisdom or encouragement would you offer to individuals considering permanent makeup treatments for the first time?

Permanent makeup isn’t just about vanity. It’s also about how it makes people feel. We help so many men and women feel and look their best, giving them the confidence they may not have had before having this treatment.

As we conclude Sarah’s remarkable journey in the world of permanent makeup, we invite you to explore more inspiring stories in the Worldwide Wonders series on House of Coco. Each tale showcases individuals like Sarah who are breaking boundaries, pushing limits, and leaving their mark on the global stage.

Whether it’s entrepreneurship, artistry, or innovation, these stories are sure to ignite your imagination and fuel your own aspirations.


Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.

Comments are closed.