Wink Brow Bar was founded by Umbreen Sheikh, a beauty expert raised in the world of threading. In the 1980s, her mother opened a salon that became both a trusted destination and an educational hub for beauty professionals, especially known for its threading expertise. From a young age, Umbreen witnessed the transformative power of brows to transform a face and elevate confidence.

With a degree in Biomedical Sciences from King’s College London, Umbreen brings a rare perspective to beauty, combining artistry with a science-driven understanding of skin, structure, and results. After moving to New York City in 2003, she quickly recognized a major gap in the industry: brow services were being treated as "quick fixes" rather than the luxury, with a one size fits all approach and little understanding of personalization

In early 2015, Umbreen opened the first Wink Brow Bar on Greenwich Avenue, quickly becoming known for elevating threading into a premium experience built on education, consistency, and expert technique. Wink Brow Bar was soon celebrated as an insider beauty favorite and widely recognized as the authority on threading. From the beginning, Wink was created to deliver results that feel refined, natural, and completely customized to the individual.

After working with thousands of clients, Umbreen’s philosophy became clear, it’s not just about the brows, it’s about the entire eye zone. Even perfectly shaped brows cannot reach their full potential if the under-eyes look tired, shadowed, or unbalanced. 

Lashes play a powerful role, too, helping to open the eyes and complete the overall look. That belief became the foundation of her signature approach, The Embrowerment Method™, designed to enhance the full area that frames the face and reveal your most confident self.

Today, beauty is less about extremes and more about intentional, personalized rituals, with results that look natural, feel elevated, and fit real life. At Wink, we believe brows aren’t a trend; they’re personal. And confidence isn’t about perfection; it’s about progress, consistency, and showing up as the best version of yourself.
To support that journey, Wink also offers a high-performance clean beauty product line designed to help clients maintain their results quickly and easily at home.