Our Story


“When I first started Wink, I wanted all my clients to feel empowered and confident through the best threading technique and the power of brows. But after seeing thousands of women in my stores, I realized that so many of them were focused solely on the brows instead of the eye zone as a whole. I believe that finessed brows, great lashes and fresh skin around the eyes can make the biggest difference to a person’s face. Wink isn’t just for brows – we’re all about the eye zone. We’ve evolved to give women a dedicated place to go for expert services for brow and eye zone treatments, as well as knowledgeable education on skincare around the eyes. I want women and men to come to Wink to achieve their full potential via their eyes.” 

- Umbreen Sheikh, CEO of Wink


The Founder 

Umbreen Sheikh grew up in London and was heavily influenced by her mother’s passion for beauty growing up. She watched her self-motivated mother start her own salon business in the 1980s. While others in the industry were winging it, Umbreen’s mother put herself through an accredited beauty school to learn her craft. She later became a trusted educator in beauty and a go-to authority on threading – Umbreen’s mother believed that threading was the best method of removing hair from the face and shaping brows. Umbreen got to experience the world of beauty first-hand and witness the magic of countless brow and eye transformations. With this keen interest in beauty and a background in biomedical sciences from Kings College in London, Umbreen moved to New York City in 2003 where her journey with Wink first began.


Standardising Threading

Frustrated that the threading industry was fragmented with no benchmark and all places were holes in the walls when she tried to get her own threading done- where it was one brow fits all, with no concept of the latest fashion trends or face shapes, she realized that nowhere in NYC was able to meet her high expectations for threading as a luxury brow shaping experience. Other mainstream companies providing the best brow shaping were doing so with waxing and not leading with threading.  This led to her  launching her first Wink Brow Bar - her flagship, in NYC’s Greenwich Avenue in 2014. She quickly established herself as the industry leader and standardised threading, with the goal of educating and helping women achieve their best and supporting her staff through ethical wages and training. Wink was swiftly picked up as an insider beauty favorite and the go- to for threading, as the experts.  


The Start

Finding her feet in NYC, Umbreen became frustrated that the threading industry was fragmented and without the beauty benchmarks she always looked for. Finding little variation from ‘holes in the wall’, she realized that nowhere in NYC was able to meet her high expectations for threading. Other mainstream companies providing brow shaping were doing so with waxing and not leading with threading. This gap in the threading world led to Umbreen launching her first Wink store in 2014 – her flagship in NYC’s Greenwich Avenue. She quickly established herself as threading’s industry leader with the goal of educating and helping women achieve their best brows. Quickly becoming the go-to experts for threading, Wink has now become an insider beauty favorite. 


The Journey 

During her journey as the authority on brows, and after meeting thousands of her happy customers, Umbreen became aware that women wanted a bigger focus on education in her stores. They wanted to leave empowered by their brows, but also feeling more knowledgeable about their own beauty. Umbreen knew her customers were impressed with her high standards of brow and eye zone treatments and realized that she could share her vast knowledge. And so, Umbreen created the Wink Promise – a quadruple threat – to always leave her customers happy.


The Process

Every first visit to Wink starts with a deep-dive into your personal beauty journey and a customized consultation. You receive as much guidance as you need to feel comfortable, so that every trip to Wink is a pleasure and a chance for clients to look forward to their ‘me time’. In a clean, curated environment, Wink technicians target your brow and eye zone, but also help to educate you on the full range of Wink services and homecare treatments. So whether you need to learn how to apply brow powder like a pro or want to know more about microblading, we promise to be there.