Page 76

Vanita Parti

Interview Phadria Prendergast

Blink Brow Bar founder, Vanita Parti MBE, is the pioneer of the walk-in brow bar and largely responsible for bringing the ancient technique of threading into the 21st century. She launched the first ever Blink Brow Bar in 2004 and with an award-winning line up of products. WOTC talks with her about where it all started, networking and women empowerment. 

Phadria: Tell us how it all started for you? 

Vanita: It started 15 years ago when I was a mother of two and determined to get back to work, but on my terms. I searched for a good business concept and Blink was a eureka moment when I realised that I could share my brow Indianbeauty secret, i.e. threading, with London. It seems crazy that it was hard to find now, but it really was. I also loved the idea that I could bring some of my heritage into a new business and introduce Londoners to something that came from my part of the world. 

P: What has it been like for your business during this time and of course now that last minute regulations have been put in place again?

V: It has been really tough. The government support was crucial in helping us to survive, but the false starts and government U-turns made it hugely challenging in terms of cash flow, but also morale amongst the team. I had to fight hard with an amazing pressure group led by Caroline Hirons and The British Beauty Council to lobby the government. It was worth it, but we still opened six weeks later than we should have, which has been crippling for many businesses. 

P: Who advises you?

V: No one in particular advises me, but I spend much time meeting entrepreneurs and sharing tips. I have often asked to meet those that have been in the retail game for a long time who are able to lend their advice when needed. My husband is also my constant sounding board. 

P: What advice would you give to the next generation of beauty entrepreneurs? 

V: It is even more important to have something that stands out and has brilliant social media appeal. It not only has to look beautiful but be different and work. It is about looking for the next thing before anyone has even thought of it. I think Covid has thrown up many interesting ideas, and this is a time to anticipate different behavioural habits and come up with something unique.

P: How did you build your network?

V: I built my network through joining beauty groups such as the CEW (Cosmetic Executive Women), COPRA and then other entrepreneurial groups such as The Supper Club. I also spent a great deal of time reaching out to people in the industry to share thoughts and just meet some inspiring people. They have been a huge support at a time like this. 

P: I know you’re quite big on women empowerment, tell us more about this?

V: Women are so capable. We have so many responsibilities but are so brilliant at multitasking. I have loved giving women the opportunity to work on flexible hours, so they can take care of their families but also use their skills. I have never thought being a woman has held me back, if anything it gives me more reason to prove we can do everything. 

P: Tell us about the Blink Brow Bar products, were you very involved in the production stages? 

V: This has been such an unexpected but enjoyable journey. Customers began sharing their issues with us and asked how we could solve them. It was creatively satisfying trying to develop products that would solve those problems. The Nourishing Brow Oil is an example of this where women wanted something natural to take care of their brows and encourage growth. It is now our unique hero product and hugely popular. BBB London brow and lash products now have a life of their own and we have a range of 50 products across five shades. 

P: How do you select your core team of people?

V: Many have been with me for many years, and I love the fact I completely trust them, and they understand what I am thinking before I have to say anything. This always takes time. It is always exciting to bring new team members on board when we realise that a skill is missing, and they can bring something new to the table. The most reliable way to find those people is through recommendation. 

P: What is your leadership style? 

V: I feel I am working as a team and watching people grow so am always happy to delegate. We have quite a consultative culture as I am keen to learn from others. I am, however, obsessed about the creative look of the brand and delivering operational excellence to the customer, so can lose the relaxed approach if either of these are compromised!

P: What’s next for Blink Brow Bar?

V: COVID has been a bit of a setback and made us rethink our strategy. I can safely say that we will be focusing on our key service sites in the UK and expanding our products, especially digitally. We want to be fully prepared for any further lockdowns. The products did exceptionally well during lockdown, and brows seemed to be the thing that people really struggled with at home - so our products came into their own. It was a time for discovery and experimenting when people had time to give us a go. So, while the shops were shut, we realised that we could part of service going through the products. 

P:  What was it like opening your very first beauty bar? Tell us about the experience.

V: Fenwick, Bond Street was the first store to give us a go. They knew Vogue was next door and that the journalists would love it. It was nerve-racking at first but also really exciting. Waiting for a customer and then their reaction was nail biting. As the queues began to build up, I relaxed a little more and enjoyed the thrill of running my own small business. Other stores stopped ignoring my calls and started asking if I would bring Blink to their beauty halls. 

P: How do you decide on which location is next and was there ever a location you wanted that you didn’t get?

V: I had a clear strategy and pretty much followed it. I wanted to keep our positioning as premium, so that we became an aspirational lifestyle brand. We had calls from almost every store in the UK but tried to work with a few partners so as not to confuse customers. 

P: Which is your favourite location?

V: Each has their own personality, but I probably have a soft spot for Fenwick Bond Street as it was our first Brow Bar. I also love our first boutique in Notting Hill, which is a true expression of our brand. 

P: What does the future of beauty look like for you?

V: I think many people will rely on buying online through visual aids to try on make-up. I worry about retail shops and think that a very theatrical Glossier type of offering will be needed to pull people in to shop. Brows will always be strong as it is really hard to shape them well yourself, and I think that this was the big discovery during lockdown. However, we too will be adapting to ensure that we are digitally smoother and keep the theatrical element in place. 

P: Have you thought about global expansion for Blink Brow Bar in terms of physical stores?

V: We did think about this but will now be more cautious. The UK is very much our focus and ensuring we deliver an exceptional service, rather than spreading ourselves too thinly. We do have an offering in New York, Saks which will still be an important part of our business.