A men’s eyebrow-grooming area has been opened in Sania’s Brow Bar in New York’s Flatiron district, offering further confirmation of The Male Groom Boom – a marked rise in beauty products and services designed specifically for gents.
The move is the brainchild of Sania Vucetaj – a self-taught, tweezers-only brow specialist who opened her salon in 2005 after spending a number of years at luxury department store Bergdorf Goodman. She cites the red-carpet Emmy Awards ceremony as a turning point, after seeing male celebrities queuing up to get their eyebrows done. “I realised there was a huge demand when the host of the event came up to me and said he’d never seen so many guys willing and excited to sit in someone’s chair,” she told Stylus.
Until recently, both men and women were served in the same area of the salon. “Since men tend to find [plucking] more painful, sometimes it was intimidating for them to come in and get their brows groomed with other ladies watching,” says Vucetaj. Now the men have been granted their own zone with smoked mirrors, leather armchairs and a whisky bar. Sessions cost $90 and male clients generally return every six weeks.
“Men’s brow grooming used to be somewhat taboo, but has become much more widely accepted and acknowledged,” says Vucetaj. For more on how changing consumer attitudes towards male grooming are driving industry growth, see CEW: The Future of Male Grooming.