In conversation with brow queen Amy Jean

She’s hailed as the brow magician, and has tamed the brows of everyone from Delta Goodrem to Naomi Campbell. She pioneered ‘feather touch brow tattoo’ in Australia several years ago (also known as ‘micro-blading’) and is now considered one of the best in the world. Naturally, we’re talking about brow queen Amy Jean.

Following the launch of her new Amy Jean Privee Collection brow products, BD chatted with Amy Jean to learn more about how she found her niche, the challenges she’s come up against, and what she loves about the beauty industry...

Could you please tell us about your background in the industry?
I’m a total eyebrow devotee. I’ve been shaping and tattooing brows as well as offering lash enhancement services for 15 years. I started as a solo act and I now have an ‘Agency’ of international talent across five Australian salons and offer pop-ups regularly in London, Singapore and Paris.

Why did you choose to specialise in brows and lashes?
It wasn’t an obvious choice, I was studying a business degree in marketing and learning about finding a niche. When I worked as a beauty therapist I realised quickly that I had ‘artistic hands’ not ‘holistic hands’ and decided to refine my skills and specialise in one field rather than be a jack of all trades.

Is there anything about the beauty industry you would change?
Not particularly. I’m incredibly grateful that I wake up and get to do what I love all day, every day. I thrive off watching my team feel the same level of content towards their passion. I just live and breathe it. There is boundless opportunity in this industry. The growth and constant evolution is stimulating both artistically and mentally. As a business owner I’m never bored.

What drew you to start Amy Jean Privée Collection, and what is the line like?
I’ve been listening to what my own customers love and loathe about commercial eyebrow products. When products are mass produced, they tend to cater to the safe or obvious choice, like a standard pencil or shade. I’ve been addressing what’s lacking out there and tailored my products to what women have alerted me to as a potential pitfall. I have the advantage of knowing what the artist and the consumer wants. There will be roughly eight to ten dedicated eyebrow products and tools.

How do you do it all?
I’ve been accused of loving a project. I rarely just go to work, see clients and head home. I start my second shift of creativity around 11pm and work online with my manufacturers in Italy on developing my products. I also study trends, online tutorials on YouTube, packaging and what new services or techniques are emerging globally.

Have there been any major challenges you’ve faced getting the Amy Jean brand off the ground?
In business it’s rarely seamless, but you learn to brush off the let downs. In fact the let downs just reinforce adaptability and resilience. In terms of my new Privée range, time. I wish I could speed up the process but I’m my own worst enemy. I have gone through endless rounds of tweaking samples and I’m a painful critique. The new range has been two years of research, design, testing, packaging etc.

What trends have you noticed recently in regards to the services you do?
Clients love time saving treatments. For instance, Lash Lifting lasts eight weeks without maintenance, Cosmetic Tattooing one to two years. Women are short on time and always want to put their best foot forward with minimal effort.

What are your can’t live without beauty products?
Rationale and Dr Spiller Biomimetic Skincare, ModelCo Tan in a Can, my own Micro-Stroke Brow pencil and Tom Ford lipstick and Oud Wood Fragrance

What has been your biggest career highlight so far?
Interviews like this. Honestly. What an honour to be asked about the success of my business. Vogue International and Elle UK recently interviewed me and I was totally pinching myself.

Your mantra / philosophy is?
“All it takes is all you’ve got”. Basically, work yourself to the bone.

If you weren’t doing this, what would you be doing?
Architecture or Floristry. Creation is everything.

You can view the Amy Jean Privee Collection here, learn more about Amy Jean and her salons here, and for all other enquiries please contact Sara Dagrés at The People Agency: