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The newest Beverly Hills boutique doesn’t carry fur. In fact, it tweezes and, on occasion, waxes fur; furry eyebrows that is.
Billion Dollar Brows is the brainchild of Natalie Plain, a former television show producer and White House intern [She remembers that Monica Lewinsky had thick, “good brows”]. Plain, who began her business with husband Bob in 2004, started with a single product: Brow Boost, a treatment serum designed to restore thin, overplucked arches.
Today, the couple market five items including a brow gel ($9.31), pencil and highlighter ($12.71 each), lash conditioner ($16.96) and various grooming kits on their website, http://www.billiondollarbrows.com. Next month, they plan to launch tweezers, scissors, and even extra-strength Brow Boost to yet-undisclosed mass retailers.
Opening up shop (or “brow bungalow”) in a tony area south of Wilshire Boulevard known as SoBev, BDB joins hot fashion retail neighbors Lisa Kline and Créme.
Designed by the Plains with interior decorator Kelly Wearstler’s Modern Glamour book as a guide, the 600-square-foot space features four salon chairs and a private waxing room. Services include brow tinting ($15), brow shaping ($30 and up), lash perming ($75), facials ($85 and up), waxing ($10 to $100) plus non-invasive brow and face “lifts” with microcurrents ($75 and $155).
The staff of five, plucked from rival salons Damone Roberts, Juan Juan and Bliss Spa among others, have a mission: “To find an arch that makes eyes pop and brings out cheekbones.” All eyes are trained on them.
“People now understand that brows are a huge business,” Plain says.