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BLOG: Evolving your brand by HD Brow’s Nilam Holmes Patel

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An American celebrity first called me The Eyebrow Queen’ 15 years ago and the name has stuck ever since. Little did I know back then that, nearly a decade later, I would establish HD Brows.

I initially started HD Brows to help people discover a natural brow shape. It was meant to be more about education, but before I knew it, it had turned into a brand. HD Brows really is more than just a treatment, it is an experience and it is this experience that consumers are looking for. Gone are the days where clients came in looking for a quick wax and tint; they are now looking to learn how they can achieve the look for themselves as part of their daily routine. The beauty industry is always evolving and diversifying to meet consumer needs.

After launching, the company grew fast and I am continually surprised by the worldwide success and interest and owe so much to our dedicated Stylists who portray a consistently strong brand message with the work they undertake. Following many successful years delivering the signature eyebrow treatment, we decided to venture into the world of make-up, offering a small selection of brow products to complement the treatment. I had wanted to develop a make-up range for some time, and demand from a variety of make-up artists and existing HD Brows Stylists led us to grow the product range, resulting in the launch of the Make Up by HD Brows line (initially a 76-piece make-up collection) in SS14. This line has already expanded with the addition of Faux Lashes in October 2014.

Creating Make Up by HD Brows was huge amount of hard work and progressed over two years of researching and development. I created the capsule collection in association with celebrity make-up artist and Creative Director for Make Up by HD Brows, Francesca Neill, and also received help from celebrity make-up artists to develop treasures that professionals can’t be without in their kit. We wanted to launch the range to meet the evolving needs of salon owners and beauty therapists across the UK, while at the same time understanding that consumers are looking for value for money from their cosmetics. It’s not about the cheapest price; they want products that are long lasting and longwearing. Consumers are well researched and are asking for more education and tutorials on how to use products properly.

So much interest globally has led me to plan to take the Make Up by HD Brows brand international in the not-too-distant future, offering our premium retail products in exclusive salons worldwide. I also hope to launch the brand into premium high street retailers in the future, which will expand the client base and hopefully make the products available to more people. We also recently launched the range on QVC, which has definitely led to increased brand awareness, benefitting everyone in the HD Brows family, particularly our talented HD Brows Stylists. Exposure such as this means potential clients know more about the brand, the full product range and the treatment, only available through HD Brows accredited salons. The aesthetics of the business are fully reflected in the beauty of the range and everything it has to offer our Stylists. Our aim is to become a truly experiential brand that can benefit business owners everywhere.

– Nilam Holmes-Patel, CEO and founder, HD Brows
Twitter: @hdbrows

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