Shape of things to come

PUBLISHED : Monday, 18 October, 2010, 12:00am
UPDATED : Monday, 18 October, 2010, 12:00am

Global brand Browhaus has come to Hong Kong, boasting a scientific approach to battling bushy and shapeless brows.

Fans of musical television show Glee would have heard of the dance move known as Hairography - a hirsute approach to choreography involving wigs.

Now in Hong Kong, open your eyes to 'Browgraphy', which also involves hair, but thankfully, a little less.

As its name suggests, Browhaus - which opened in September - specialises in brow and lash-grooming services, with the group saying they are also seeing plenty of image-conscious urban men making their way to the salon in a bid to give a more contoured shape to the face.

'We expect to see even more male customers in the future,' says Browhaus director Yung Lee. 'It's been a growing trend to see well-groomed men on the street and in magazines.

'Men already represent a significant percentage of our customer base in Singapore and we expect the same in Hong Kong. Men love the quick fix that we do on their brows.'

Browhaus (the name was inspired by the Bauhaus design movement which espoused functionality and style) was first opened in Singapore by the people behind Strip: Ministry of Waxing, which brought Brazilian waxing to Singaporeans in 2004.

Browhaus' Hong Kong store is an addition to 21 other outlets in cities such as London, New York, Shanghai, Bangkok, Jakarta and Manila.

Their success, they say, is based on the so-called Browhaus Blueprint System, brow beauty that is 'much more scientific'.

'It is our principle of perfection. It stays true to the universal laws of order and symmetry, so that every brow is a finished product of a delicate construction, leaving no room for error,' a Browhaus statement says. Based on their 'patented technique', Browhaus' signature treatment, Browgraphy, combines shape with shade, suited to your skin or hair colour.

It also offers a progressive form of brow grooming that not only shapes but tweaks the shade of your brows to compliment changes you may make to your hair colour using 100 per cent vegetable dye to lighten or darken the shade.

The company has also established the Browhaus School, facilitated by in-house and international experts.

All their 'brow architects' are sent to the Singapore-based Browhaus School to receive four to six weeks of intensive training.

'Hygiene is of utmost importance. All tools are thoroughly disinfected and cleansed after each treatment,' a company statement says.

For home care, Browhaus also sells its own range of brow- and lash-care products and retails facial products from New York beauty brand, Malin+Goetz.