Vanita is the founder of Blink Brow Bar, a revolutionary business which introduced the concept of a walk-in eyebrow service in shopping centres and high-streets across the UK. The franchise recently achieved an international landmark, with a store opening in the famous SAKS, New York, to the most glitzy and polished of demographics. “Beauty is a very subjective concept,” Vanita told us “but the brows are an absolute staple: if you get those looking right, everything else falls into place. Indian women have been aware of this for years, and I’ve really enjoyed introducing the perspective to a western audience.” But this wasn’t always the breadth of the vision for the beauty expert: “I had to start small,” Vanita added. “You note the needs of the customer first, and it grows organically from there. Also, make sure to have fun! We actually ran a campaign earlier this year called ‘Proud Brow’, emphasising that women should be more embracing of this expressive, attention-focussing part of their face. People are sometimes ashamed, and that is baffling! I’m glad it is becoming a more widespread element in beauty and fashion: you have supermodels such as Cara Delevingne, known for their bold eyebrows.” Witty and warm, Vanita shows us the corporate game is as much about being sincere as a person, as it is prudence and careful planning.
What inspired you to think of a walk-in brow bar?
The motivation was two-fold: to introduce a fast and clean service for the busy London woman and to make it accessible; then I thought about how to make it chic and contemporary. I had the idea of introducing loyalty cards, for example; all the modern on-the-go elements you might find in a coffee or nail bar. I wanted to help make it part of the staple regime.
I regularly use a brow bar in my local shopping centre; do you own the patent for all walk-in brow bars in England?
(Laughs) That would be great! But because we are a service there is no official patent to speak of. But Blink Brow Bar did pioneer the idea; as a result we have the best spots in the UK- most of the big department stores across London. We are certainly the market leaders.
Tell me a bit about Blink Brow Bar’s journey?
I came up with the idea while working for a little salon in Wembley. I shadowed the owner, and began to see how it could translate to a brow bar in London. From there I took my plan to stores to try and sell it – there was the usual obstacle of no one really listening and thinking you’re a little mad – but then I finally came across a sellers in Bond Street, who appreciated this great concept, and gave me a prototype chair in a London department. Beauty editors began to write about it and it really created a buzz. People passing were apprehensive because it was in public, but were ultimately enthralled when they saw the results.
Were you always interested in business and beauty? How did they come together for you?
Business was always in the background. My father was a tailor, and he was very into fashion. I was surrounded by different types of fabrics, and there were many interesting, high-profile people coming in and out of our house. I absorbed the retail world from a female perspective. I’ve always been an eyebrow obsessive too, and when there was a gap in the market, it all just naturally converged: I thought, how can I get people a threading service - that makes such a big difference to the face, in a way that is efficient and attractive?
You say the idea of a mobile brow bar ‘brought Indian tradition into the 21st Century’; I think part of this is the open plan which invites more westerners to the idea of eye-brow threading. When you have a boutique, it seems to keep the customer-base very Indian, but opening it out in public is inviting to more cultures. Would you agree?
Yes! I do think it has opened up it to everyone; absolutely everyone. All over the UK, from Newcastle to Tunbridge Wells; from teenagers to professionals.
What are some of your current projects?
We help quite a few charities in India. For example, ‘Butterflies' which helps shelter and feed street children in India. I currently have a workforce of about 200 therapists from the country, and I wanted to give something back.
What are some of your proudest accomplishments to date?
Watching the queues build up at the brow bars with such a variety of customers. I also received a MBE last year, for services in the beauty industry and charitable work, which I am very proud of.
Finally, what would be your advice for other young entrepreneurs?
Be confident that your product is needed, and that it has a distinct point of difference. Many people will tell you it doesn't work- but keep going anyway!