Umbreen Sheikh grew up immersed in the world of beauty. In the 1980s, her mother founded a salon business that quickly became a trusted destination and an educational hub for beauty professionals, especially renowned for expertise in threading. From an early age, Umbreen witnessed the transformative power of expertly shaped brows and eyes, sparking a lifelong passion for beauty.

With this foundation and a degree in Biomedical Sciences from King’s College London, Umbreen moved to New York City in 2003. It was here that the vision for Wink Brow Bar began to take shape.\

While living in NYC, Umbreen became increasingly frustrated with the fragmented threading and eyebrow industry. No studio met her expectations for threading as a luxury, personalized brow-shaping experience. The prevailing approach was one-size-fits-all, with little consideration for individual face shape, fashion trends, or the artistry of brows. Even the most established beauty brands prioritized waxing over threading, leaving a clear gap in the market.

Recognizing this disconnect, Umbreen opened the first Wink Brow Bar, its flagship location on Greenwich Avenue, in October 2014. She quickly emerged as an industry leader, elevating and standardizing threading as a premium service. Beyond exceptional results, Wink became known for its commitment to education, ethical wages, and comprehensive training for its staff, empowering both clients and artists alike.

Wink Brow Bar was soon celebrated as an insider beauty favorite and widely recognized as the authority on threading. As her loyal clientele grew, Umbreen realized that her customers wanted more than just beautifully shaped brows; they wanted to understand how to care for and maintain them. Education became just as important as transformation.

This led to the creation of the Wink product line, developed using Umbreen’s years of hands-on experience and her scientific background. Produced in Germany, Wink products offer a 360-degree approach to everyday beauty, meeting the highest standards of performance and integrity. The line is certified clean beauty, cruelty-free, vegan, and, whenever possible, organic. Designed to nourish the skin and the entire eye zone, Wink products help clients maintain their look and feel confident every day.

Guided by the mantra “Many Brows, Many Locations, One Perfect Treatment,” Wink reflects Umbreen’s dedication to consistency, quality, and personalization across all services. Today, Wink Brow Bar operates two successful studios and serves a devoted community of clients who trust Wink for expertise, education, and exceptional results.