SEMI-PERMANENT make-up has transitioned from a passing trend to a staple beauty technique for many women, valued for the confidence it provides and the convenience of flawless make-up without the morning rush. The beauty industry, often driven by the desire to enhance self-assurance, has paved the way for businesses like Brandy Beauty Bar, which specialises in the popular semi-permanent cosmetic procedure known as ombre brows.

“So at first I wasn’t looking at it as a business,” said CEO of Brandy’s Beauty Bar, Donna-Lee Willis, in an interview with the Jamaica Observer. “When I did my brows — I was very insecure about my eyebrows because they were thin. So when I did my brows and went outside, people always come in and compliment me about my brows, until I one day just snap in my head, like, you know, just start a business out of it,” she told the Sunday Finance.

Ombre brows are a non-invasive method of enhancing the eyebrows through shading that creates a soft, gradient effect, giving them a fuller and more defined look. It is quickly becoming the go-to option for many beauty enthusiasts looking to enhance their natural features. Willis first got her ombre brows done in 2022, and by the following year, she completed a course taught by the same artiste who had done her brows. By February of this year, she launched her business with an initial investment of $300,000, using her own brows as a marketing tool to attract clients. The global permanent make-up (PMU) market was valued at $US 142.9 million in 2023 and is projected to grow to $US277.8 million by 2032, according to Fortune Business Insights. This lucrative industry caught the attention of Willis, who initially pursued it as a way to secure a better income after feeling unfulfilled and financially unstable in her 9-to-5 job.

“I started out just to, you know, get the money just to get a financial balance,” she admitted. “Then I started to fall in love with it, because after I do somebody brows that happiness that comes from it, you know, we as women carry insecurities in some simple things. And being one to kind of review some insecurities and people feeling more confident after their experience, that’s what really made me fall in love with it.”

At just 22 years old and operating in a bustling beauty hub like Half-Way-Tree, Willis faced initial challenges with confidence and marketing herself. She had to take time to build resilience and trust in her abilities, especially when performing a technique that alters a person’s facial features for up to three to four years. However, after working with a few clients and receiving positive feedback from satisfied customers who shared similar insecurities, Willis found reassurance and motivation. This support made a significant difference in her journey as a young entrepreneur.

“It’s just humbling that they can trust me,” she told Sunday Finance.

While there are various techniques for enhancing eyebrows, microblading is often seen as a comparable option. However, according to Willis, microblading can be more painful as it goes deeper into the skin to give the look of hair-like strokes. This increased depth can lead to skin trauma, especially if performed by an inexperienced technician, resulting in scarring or unevenly healed ink. In contrast, Willis recommends the ombre technique, which she describes as a gentler, shading method.

“With ombré, it’s not as painful, because I don’t go so deep into your skin. It’s more natural to me,” she assured.

According to Willis, semi-permanent make-up is an appealing option because it works for all skin types. Its popularity has been growing, particularly among more mature women, spurred in part by the overplucking trend of the 1990s. This trend is evident at Brandy Beauty Bar, where the clientele tends to be older, typically between 28 and 50 years old. Many in this demographic are drawn to semi-permanent make-up for its convenience, seeking ways to simplify their beauty routines amid busy schedules and other commitments.

“It’s such an investment in yourself,” she explained. “Instead of spending three, four hours in the morning doing your brows or your make-up or whatever, you are reduced that time by probably just shaving the hair that grows outside the brows, you know, once a week or twice a week depending on how fast your hair grows back.”

Brandy Beauty Bar is now in the process of transitioning into a comprehensive beauty hub, as Willis is already expanding her range of services beyond the initial focus on brow treatments. Earlier this year, in March, Willis completed courses in both waxing and fusion lash techniques, adding full-body waxing and classic lash extensions to her repertoire. Looking ahead, she plans to introduce body contouring services, set to launch in January 2025.

Ombre brows, a non-invasive method of enhancing the eyebrows through shading that creates a soft, gradient effect, giving them a fuller and more defined look. (Naphtali Junior)

WILLIS…”With ombré, it’s not as painful because I don’t go so deep into your skin. It’s more natural to me.” (Naphtali Junior)

Donna-Lee Willis, CEO of Brandy Beauty Bar, perfects client Aaliyah Grant’s eyebrows for a flawless, long-lasting look. (Naphtali Junior)