It’s no secret in the beauty industry that eyebrows frame the face. In fact, some spend hundreds of pounds every year to perfect the perfect arch. Brow care, like most beauty care, has seen a variety of trends, from pencil-thin brows in the 1990s, to plunging brow pomades in the mid-2010s, to natural, fuller brows. in 2020.
Brows can make or break a look, and no one knows that better than Toni McEvoy, the founder of one of Derby’s best-known beauty businesses, The Brow Edit. The mum-of-two has spent the past 12 years working in the beauty industry, but it wasn’t until 2019 that she decided to dedicate herself to helping people achieve perfect eyebrows.
In fact, The Brow Edit has been so successful over the past two years that Toni has been able to move the salon from her addiction in Borrowash to one of Derby city center’s most prestigious streets. The stretch, first recorded as Sadler Gate in the 1200s, is home to some of the city’s highest rates, as well as some of its most traditional and historic buildings.
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The 28-year-old thinks the stylish high street atmosphere complements the luxurious nature of the brand she has worked to create. The young entrepreneur wants to bring a London atmosphere to the city.
“I spent a good 15 months looking for a salon and nothing ever went right until I found this one on Sadler Gate just before New Years. I literally stared at the property for 30 seconds and I turned to the owner and said ‘get me the paperwork’.
“I just think it’s a really beautiful street. It’s got so much history, it’s not modernised. It’s in a league of its own for Derby, it’s just beautiful.
“My brand image is very traditional, it’s ivory and gold, so very classy and simple, and I really wanted a building that matched my brand image. I come from a family of business and I’ve always been told that wherever you put your stamp your first property will set the bar for anything moving forward,” she said.
Toni thinks what makes The Brow Edit unique is that each worker specializes in a single treatment. The salon will have an aesthetic practitioner, a semi-permanent makeup specialist, a skin care specialist, a medical pedicure and a makeup artist, as well as Toni.
Toni believes her work ethic is a big part of what makes her company different. She added: “From my point of view, I’m very difficult…I want everything to be perfect…I think if you pay me for a treatment, it should be the best of the best.
“You should be an expert in your field. So I never stopped learning. I never stop taking classes and staying up until one in the morning researching everything.”
Since starting his new business, the entrepreneur has served over 430 girls who come from all over the UK to get their eyebrows done. In fact, two of Toni’s clients travel to the salon from Devon and Wales every four weeks for treatment.
Toni decided to launch The Brow Edit in March 2020, just weeks before the lockdown. She worked as a freelance makeup artist until her second daughter was born in 2019, but she always knew eyebrows were her true passion.
Toni said: “I just decided I was going to literally delete everything I do. I took a huge gamble and refunded everyone I had booked in my diary.
“I had just had my second daughter and had a really horrible pregnancy and birth. She was born prematurely and I was sitting in intensive care with her and I just thought, ‘I can’t do this anymore. , I need to be at home with the family”.
“I just wanted to completely change my career path because my head was off. I was already trained in the front end but I decided to take advanced courses and said I was going to start a new thing called The Brow Edit, and within 10 weeks my journal had to close because I was full.”
Like many businesses, The Brow Edit has been hit by ever-changing restrictions and lockdowns over the past two years. Whenever time restrictions allowed, Toni hosted clients in her addiction and home and worked 13-hour days for at least five days a week.
Speaking about how she found out about launching a new business just before lockdown, the mother-of-two said: ‘I just sat down and thought ‘oh my god I did the worst thing in my life’. I thought ‘I just phased out a job that worked and worked well, and I just took a huge gamble and now have one more kid’.”
The soft opening of the show will take place on Friday April 1st. It will then be officially opened by the Mayor of Derby, who will cut the ribbon on April 22. In the future, Toni hopes to be able to franchise The Brow Edit and train other girls to provide a high quality yet relaxed approach to beauty care.
To see exclusive photos of the new salon, visit our photo report here.