About our Founder Umbreen Sheikh

“Brows only tell part of the story -
the eyes tell the entire truth.”

WINK'S MISSION

When I first started Wink, I wanted all my clients to feel empowered through the best threading technique and the power of brows.

I believe that groomed brows, great lashes, and fresh skin around the eyes can make the biggest difference to a person’s face. Wink is all about the eye zone!

We’ve evolved to give our clients a dedicated place to go when in need of expert services for brow and eye zone treatments. I want everyone to come to Wink to achieve their full potential via their eyes.

xoxo Umbreen

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 everyone 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 her guests 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.