A global sensation
We share an insightful view into the entrepreneurial story of Manouk de Vries, founder of professional eyebrow brand Supercilium.
How it started
Manouk was working as a Brow Artist in a popular brow bar in Amsterdam. In the salon, she saw how many women were struggling with accepting their natural beauty. Manouk explained: “I realised that with crafting brows, I could bring confidence to every woman that sat in my chair.” Her personal mission was born. But she wanted to reach more women, faster and thus founded Supercilium: a professional eyebrow brand selling products for brow treatments like Brow Henna, Brow Tinting, Brow Lamination, Brow Care products and everything else needed to perform a smooth brow treatment.
Bring character to beauty
Manouk revealed that Supercilium was founded because she saw so many women struggling to keep and accept their unique character while creating a more beautiful look for themselves: “When scrolling through Instagram, this digital age-standardized beauty ideals seem to overrule the beauty of a unique character.” At Supercilium they don’t see beauty as an end goal, but as a tool that women can use to express who they really are.
The power of good brows
Manouk added: “I really believe a woman with a strong eyebrow looking back in the mirror can be that accelerator of confidence.” To do that, well-defined brows are essential. Symmetrical brows attract attention. They give expression to what you feel and who you are. And no one is better equipped to bring out the expressive beauty of your brows than the Brow Artists that work with Supercilium. By highlighting their signature feature, she can admire the proud woman that is looking back. Manouk added: “The fact we can help so many women around the world to be more at ease with their look, together with our community of brow technicians, still makes me so proud.”
Strong community
Today, Supercilium reaches and empowers millions of women in more than 75 countries through the incredible Supercilium community of brow professionals. It once started small at the kitchen table, but always with big ambitions in mind. From the beginning Manouk was in close contact with her customers. Talking about their dreams, ambitions, what they needed to succeed. Manouk said: “An important aspect of building a booming business is to truly be in contact with your community. Listen to what they want, what they love, but also what they miss. Your community tells you everything you need to know to create top-notch products and services.”
Craftmanship
From day one, Manouk had a clear vision of the quality of her products. The formulas and packaging should be the best in the market. Supercilium products are formulated together with an R&D team. Manouk said: “The team are always on the hunt for new ingredients and ways to improve our Vegan and Cruelty-Free product range.” And there was no doubt about the main brand color: orange. Manouk explained that she wanted to show her Dutch heritage in every product she sold. Nowadays they offer over 50 products. All loved by their community because of their high quality, and because they are all developed with beauticians in mind. “Since I started as a Brow Artist myself, I understand really well what they need for their brow business. And if I’m unsure, I consult our community to verify if we offer the solutions that resonate with them.” Manouk added.
Learn & grow
In the professional industry, education is key. Supercilium started an online academy where they educate around 500 students per month. They challenge their community to always stay ahead and never stop learning. Manouk said: “Trends are always evolving in the beauty industry, and your skills set and offering should reflects that changing demand. By keeping on educating yourself, you can also distinguish yourself from others in the market.”
Never stop dreaming
You could say Manouk is brow-obsessed. Manouk commented: “The good thing about growth is that things you would have never imagined before, can suddenly become reality. And… This is a big inside scoop: end of this month we are launching our very first eyebrow makeup. My personal passion project.” The products will be great upselling products for beauticians, since they are perfect additions on the brow treatments they are already providing. It will be the first personalized brow routine, with a smooth e-commerce platform and no nonsense products.
Supercilium brow favourites:
Brow Henna
The baby where it all started with at Supercilium. Stains perfect on the skin & dyes the hairs.
Brow & Lash Dye
Hybride dye is the trend of 2022. It’s a bit easier in use than Brow Henna, but just as versatile.
Brow & Lash Lamination
Gosh, don’t we all love a full and fluffy brow look. A two-in-one kit that can be used for both brows and lashes.
