The brow sector is constantly evolving, and while there is a service to meet every need, classic options such as waxing and threading are still among the most sought-after salon offerings.
“Brow waxing is always a popular choice with clients,” says Orlagh O’Reilly, educator with Suzanne Egan Academy in Dublin. “As a treatment, it’s quick and efficient, and there is a minimal amount of discomfort. For many clients, it’s the go-to method.”
It’s also a treatment that attracts regular business. “The majority of clients f ind that getting their brows waxed every four to six weeks strikes a good balance between maintaining the shape and allowing for adequate regrowth,” says Joanne Quinn Geoghegan, owner of Beautorium Training Academy in Waterford.
“Most clients return every four to six weeks,” agrees O’Reilly. “This usually depends on their hair growth cycle, and how defined they want their brows to be.”
“It’s very important a consultation is done with the client before the treatment,” says Lauren Malone, a brow and make-up artist and educator, who owns Lauren Malone Academy in Gorey, Co Wexford.
“Brow waxing is more popular than ever, but with many clients using retinols and acids in their skincare routine now, and some younger clients using harsh chemical exfoliants, their skin can be more sensitive to wax. As therapists, it’s important that we stay informed and educated about skincare trends, and keep our clients’ safety at the forefront of their treatment.”
Many benefits
With brow waxing, there are numerous benefits – both for the client and the business. “It’s clean, precise and fast, which makes it a dream for both professionals and clients,” says O’Reilly. “And it allows us to catch even the fine, f luffy hairs, giving a smooth, long-lasting result.
“From a business point of view, it’s efficient, cost-effective and pairs well with other services, making it a high-profit treatment with minimal time investment. It’s also great for upselling as clients tend to also book a tint or a hybrid tint, or even add on some facial waxing, such as the chin or lip. When they’re already in the chair, it’s the perfect opportunity to offer those finishing touches to complete their look — and boost your revenue too.”
“When done properly and professionally, waxing will create a beautiful brow shape,” says Malone. “And when you are skilled in brows, you gain a reputation for it, and the clients will flock to you.”
“It’s a treatment that is customisable; a skilled technician can tailor the shape to suit individual preferences and facial features,” says Quinn Geoghegan. “There is consistent demand for brow waxing – as a regular maintenance treatment, it ensures repeat business. And once clients start getting their brows waxed, they want to enhance their eyes further, so they start booking in for other treatments, such as lash lifts and tints.
“In fact, brow tinting is a very common add-on treatment that enhances the colour and fullness of the brows. It is especially suitable for those with lighter or sparse hairs. Offering brow waxing is also good for attracting male clients as more and more men are opting to have their brows done.”
There is consistent demand for brow waxing – as a regular maintenance treatment, it ensures repeat business
Time to thread
Threading is another cost-effective treatment that attracts a steady and loyal client base. “This is an ancient hair removal technique that originated in the Middle East and Asia,” explains Quinn Geoghegan. “It involves using a thin cotton or polyester thread, which is doubled and twisted. This is then rolled over areas of unwanted hair to entwine them in the thread, and pluck them out from the follicle.”
“It is typically used for more detailed areas and, in skilled hands, can be done in a similar time frame to waxing,” says O’Reilly. “Some clients find it more painful, depending on their sensitivity, but it’s a great alternative for those who may be allergic to wax or can’t get waxing done for some reason.”
“In my opinion, threading is the most profitable service you can offer,” says Malone. “Compared to waxing, it can be a little more ‘pinchy’ as it grabs the hairs one by one, whereas waxing can pull a larger portion of hair in one quick move. That said, I’m a big fan of it, and I try to encourage most of my clients to have it done. However, some have coarse, deep-rooted hairs that are more suited to wax removal. In this instance, waxing is the more comfortable and less painful treatment. But after I remove the bulk of the hair with wax, I refine the border line of the brow with thread, and then tweeze one or two hairs for a perfect finish.
“In terms of products, all you need is a spool of thread, but the treatment does require training. There is a knack to it. I used to practise on my thighs and anyone who would lend me an arm when I was starting out.”
“Proper training is essential, not just for technique, but also for insurance purposes,” says O’Reilly. “It might look simple, but it takes a lot of practice to master. Precision, speed and confidence are key. Threading is one of those skills that you acquire with hands-on repetition; the more you do it, the better, more precise and faster you get.”
“Specialised brow training helps the therapist perfect their skills, and the more techniques you can get under your belt, the more bespoke and perfect brows you can achieve,” says Quinn Geoghegan. “The brow world offers a lucrative career path for beginners or therapists who are already qualified.”
Ready to retail
Meanwhile, both waxing and threading can boost your retail sales. “By offering at-home care products to clients, you can increase your revenue, while also helping clients maintain their results and keep their brows healthy between appointments,” says Quinn Geoghegan. “From soothing gels and lotions, to ingrown hair serums and brow conditioners, there are many options that you can recommend to clients after waxing or threading. You can also remind clients that waxed/threaded areas can be more sensitive to the sun, so suggest they use an SPF.”
“There are usually more targeted aftercare options with waxing treatments, but both waxing and threading remove the hair from the follicle, so the core aftercare advice is frequently the same, and I always recommend whatever works best for the particular client,” says O’Reilly.
“When it comes to brows, the retail world is booming, and there’s no shortage of great options to help maintain results between appointments. The key is to choose wisely, and always make sure the ingredients are right for the client’s skin, routine and needs. I’ll never recommend something I haven’t personally used or researched thoroughly. It’s all about trust and giving the best advice possible.”
This article was published in the September/October 2025 issue of PB/HJ Ireland.
