Technological advancements resulted in many industrial transformations in the 2010s. The same impact took over the beauty industry. In the 2010s, trends in the beauty industry were no longer confined to magazines, runways or feature films. Some of these beauty trends of the past decade have now become a staple, whereas some are left out. Here are some of the top ten beauty trends of the past decade.
Smokey eye became a go-to red carpet look in the 2010s. The smokey eye is a style of eye makeup where dark-coloured eyeshadow, primarily black and brown, are applied to the top and bottom of the eyelids and blended for a more dramatic effect. Nowadays, we’ve evolved to a more subtle version of a smokey eye that’s more suitable for every day.
Ombre And Dip-Dyed Hair
It would not be wrong to say that you wouldn’t have been able to log in to your Facebook or Instagram without seeing a girl with ombre hair in the past decade. From subtle lightening of the hair ends to even colourful dip-dyes, celebrities and school girls alike were part of this trend.
No Makeup Look
Somewhere between the dramatic eyeshadow and contouring techniques of the past, the no-makeup look emerged as one of the most hyped beauty trends. The no-makeup look is basically applying minimal makeup to make it look as if you’re bare-faced. This trend was popularised by brands like Glossier and the emerging popularity of skincare products. While this trend is still preserved as of the late 2021’s, it’s slowly heading towards the semi-permanent makeup look.
Big lips were indeed a big thing the past decade. Kylie Jenner, who launched Kylie Cosmetics with Lip Kits, built a beauty empire around her own pout. Bigger lips then became a popular beauty trend among influencers and reality TV stars. Young people and teenagers were the common practitioners of overdrawing their lips in the mid-2010s.
The past decade made Emo and goth fashion wearable. Partly coming from Tumblr’s influence, dark lipsticks paired with dark eyes took to the runaways in the 2010s. While this look was entirely bold, it was not always practical. Nowadays, the trend is leaning more on lip tattoo procedures that are more suitable for every day.
Experimental Nail Art
Nails have always had their huge moments over the last 10 years. The concept of nail arts mostly became a trend in the past decade as popular platforms like Instagram and Pinterest gave the opportunity to showcase them. Nail art was used to express one’s individuality, sense of style or to promote a theme.
Looking chiselled and sculpted was a big trend in the last decade. Kim Kardashian made contouring a household name back when people were still learning what it was. Since then, contouring has evolved as one of the most staple beauty trends used to accentuate or enhance the shape or structure of the face.
While many interesting trends did rule the beauty industry back in the past decade, not all were preserved. The trends that got carried to the twenty-twenties include those that uplift ones natural look and enhance convenience.
Raveena is a true artist when it comes to aesthetics, specialising in High Definition
Brows plus Lash and Brow Lifting techniques.
She received world class training at the global headquarters of HD Brows in the UK
whilst also acquiring qualifications in makeup artistry.
Raveena’s unparalleled skill in being able to transform and enhance her client’s
facial features, is second to none.
An establish cosmetic therapist showcasing the best know-how with confidence and
a special ability in making sure her clients are at ease.
As the first salon in the Middle East to launch the global trend of High Definition
Brows, guests visiting Raveena will see why we are so in demand!
“Nothing makes a woman more beautiful than the belief that she is beautiful.”
RAVEENA, HD & LASH LIFTING ARTIST
Kersti is our resident Swiss Colour accredited international trainer, making her an
expert in Micro Pigments for Semi Permanent Makeup. Specialising in Eyebrows,
Eyeliner, Beauty Mark’s and Lip Blush she is a precision artist.
Kersti is fully trained in advanced skincare treatments, including Scalp
Tricopigmentation, Collagen Boost facials plus Scar and Stretch Mark Reduction.
Hailing from Finland and with a wealth knowledge gained in Europe, she champions
the highest standards in SPMU techniques.
Kersti’s variety of skills means at BROWZ we can elevate our treatment offerings to
include skin confidence to our repertoire.
And her talents don’t end there. Being fluent in five languages takes any guess work
out of guest communications.
“Beauty is being comfortable and confident in your own skin.”
-KERSTI, SENIOR SPMU ARTIST AND INTERNATIONAL TRAINER
A passionate artist hailing from the Ukraine with an extensive skill set including;
Semi Permanent Brows, Eyelash Extensions, HD Brows, Henna Brows and Lash
With extensive training in the beauty industry, she brings a fresh take on popular
treatments, Alina’s previous nursing education offers unmeasurable benefits to her
move into cosmetic tattooing.
An excellent curator with precision detail when it comes to elongating lashes that
perfectly frame and balance the face.
Fluent in three languages including Russian, Alina is an in-demand therapist,
shaping her way to a long and prosperous future with the talented BROWZ team.
“I find that nothing frames a face so beautifully like 100% confidence in
yourself and confidence breeds beauty.”
- ALINA, SEMI PERMANENT BROWS & LASH ARTIST
Visiting therapist Bronagh divides her time between the UAE and Northern Ireland. Her expertise in HD Brows and Brow Lamination (Brow Lift) makes her a perfect fit for us.
Highlights and successes of her full and varied portfolio include being shortlisted to go to the MTV EMAs for an HD Brow competition, working at Boohoo HQ In Manchester, a fully trained HD pro stylist, a photoshoot with make-up queen Lucy Marie, and qualified brow educator.
Before her brow passion came calling, Bronagh put her Education degree to good use, employed in a secondary school supporting children with additional needs.
Bronagh champions enhancing and improving your natural effect, so no drastic brow changes. Her go-to is a pro pencil and brow glue to achieve a textured and fluffy stylish look.
With celebrities amongst her client book Rebecca is a sought-after brow artist. A veteran in Semi Permanent Makeup, defining the perfect arch comes as second nature.
Having previously worked in the spa environment, Rebecca took an opportunity to follow her talent for brows with training from the globally recognised High Definition Eyebrow brand, at their Notting Hill flagship store in London.
Wanting to pursue her dream of working internationally, she made the leap to make Dubai her home and was welcomed into the talented BROWZ family.
Rebecca not only offers the very best in treatment techniques but is an encyclopaedia of knowledge on beauty and wellness tips, offering a complete ‘holistic approach’ to all her customers.
“Speak with honesty, think with sincerity, act with integrity.”
- REBECCA, SEMI PERMANENT BROW & HD BROW ARTIST
Tayla is a superbly talented Facialist and Beauty Therapist, with an impressive 10 years’ experience and much-welcomed addition to BROWZ.
Her highlights and successes include time spent working in luxury hotel day spas, brand representation for Space NK in London, Emirates airline cabin crew, trainer for Alpha-H in UK/Ireland, and working for Chanel in fragrance, skin, and beauty.
Tayla completed her Diploma in Beauty Therapy in her native Australia and has seen how the beauty industry operates in many different countries, working with multiple cultures and skin types. Her number one passion has always been seeing the before and after of skin.
Tayla appreciates how crucial it is to stay on top of your skin game. You can always spend money on clothes, shoes, handbags, but your skin is for life. It’s something you should really invest in!
An internationally recognised artist with more than 20 years in the beauty industry, Tatiana is a sought after therapist and trainer.
Specialising in lip blush treatments, Stardust eyeliner technique and laser removal
of unwanted Semi Permanent Makeup.
With a list of qualifications spanning a decade, Tatiana has a wealth of knowledge ranging from Micropigmentation and Perfect Brows certificates to Laser and Intense Pulsed Light Treatment training.
An expert in her craft, she has developed a popular style in correcting darker lip colourings.
Tatiana also brings her specialist skill of precision tattoo removal to the BROWZ guest.
Conference speaker and Semi Permanent Makeup Championship Judge, completes her packed resume.
“The beauty is in the details.”
- TATIANA, LIP BLUSH SPECIALIST & TATTOO REMOVAL
Guest Experience is in the safe hands of Gabriela, who left her native New York to live in Dubai and join our thriving team.
Her many career successes include working in luxury hotels, passing Forbes training twice, and consistently growing and evolving professionally and personally. Invigorating her team and colleagues is a key priority, as is creating a vibrant atmosphere full of good vibes. She’s a firm fan of thinking outside the box to grow the business.
Gabriela’s beauty routine and way of calming down after a long day is masking listening to soothing music. It energizes her and brings out a radiant glow.
It is up to UK-born Hollie to research and source up-and-coming brands across the globe, making sure BROWZ stays top of the beauty game.
Her appreciation for beauty, make-up, and skincare means she’s always hunting for the most up to date and latest inventions. She introduced BROWZ to German Brand M2 Beauté and has us all hooked, she applies their Eyelash Activating Serum every night to grow lashes 50% longer and prevent fallout. She is also a lover of Natura Bisse’s Diamond White Rich Luxury Cleanse, and 111Skin Rose Gold Illuminating Facial Mask.
When it comes to the perfect lashes, Sienna has the tools to lift, fluff and enhance your natural lash line.
With over nine years’ experience in the beauty industry and a range of qualifications including; Dermalogica, Lycon and Lash Perfect training she uses the most up to date techniques to create your desired look.
Her training as a beauty therapist has propelled her to become an expert lash technician. Adding to her skillset, Sienna is also an establish lash trainer in Dubai.
Hailing from the Philippines she is praised for her professionalism and attention to detail, making sure every lash has its place.
The lash professional of choice for many BROWZ guests.
“Don’t hesitate to learn new things, you never know what might be around the corner.”
- SIENNA, LASH EXTENSION ARTIST
A highly skilled practitioner with more than 20 years’ experience within the European beauty market. A leader in Semi Permanent Makeup, Ombre Brows and Aquarelle lip techniques; creating the perfect natural finish.
Monika holds the British VTCT Level 4 qualification, one of the highest international qualifications for SPMU and is also a Permanent Makeup Assessor and Internal Quality Verifier in the UK - plus add trainer to her portfolio.
Her range of qualifications has brought her to take to the stage as speaker and panellist at many high profile global beauty conferences.
An expert in her field ensuring top level standards in safety with the belief that quality work is maintained with constant personal improvement.
“Every woman is your sister; treat her accordingly.”
- MONIKA, SENIOR SEMI PERMANENT MAKEUP ARTIST
A master brow lamination and lash creator with a passion for beauty, Daria knows the exact arch to suit every face, while focusing on bringing out the natural beauty.
With an abundance of training and qualifications behind her, Daria took the next step to add trainer to her portfolio, showcasing the latest techniques to the BROWZ team.
Originally from Russia, she has a natural flair for brow shaping and an astute eye for obtaining top lash results, to enhance clients individual need.
Guests applaud her innate ability to make treatments relaxed and comfortable while receiving an impeccable beauty experience.
“My goal is to become the best brow & lash artist. The quality of my work will tell you about me better than any words can.” - DASHA, BROW LAMINATION & LASH ARTIST
Tasleem is a proficient brow artist with impeccable attention to detail. A specialist in HD brows, waxing, threading, lash tinting, brow tinting and brow lamination.
With over 16 years’ experience in the industry and a diploma in hair and beauty, plus a certificate in Semi Permanent Makeup, Tasleem will set you on the right path for the perfect brow reshape.
Her skill and technique for precision waxing and threading is second to none, with the artistic ability to transform an eyebrow using these traditional methods.
With a goal to be the top brow therapist in the region, she is committed to adding to her skill base and learning new technologies and specialist treatments. Tasleem is a sought after brow guru, who has a glowing reputation having worked in salons across Dubai for the last 13 years.
Tasleem’s dedication and commitment to her career is evident in the results clients see.
“Being confident in what you do, is the best way to learn and develop.” - TASLEEM, HD BROW ARTIST
As a senior lash artist at BROWZ, Nancy is an expert at creating the perfect style. From understated extensions to a full and fluffy eye-opening look, Nancy listens and executes.
An established leader in her field with a range of qualifications including; Classic Individual Lashes, Express Lashes, Russian Volume, Mega Volume and Fantasy Lashes. Nancy focuses on making sure you have the ultimate lash goals.
Dedicating over 20 years to her profession with half her career based in the Middle East, across Bahrain and Dubai, she is a praised stylist with a passion for her work.
Nancy endeavours to keep abreast of latest techniques, offering optimum results. You won’t find a lash out of place.
“My philosophy is; do it with passion or just don’t do it at all. Every lash extension I create is a piece of art.”
-NANCY, LASH ARTIST
Kristine works in client services, one of the ambassadors for our brand when people call us
or contact us by social media.
Kristine left the Philippines to come to Dubai 3 years ago. Her flexibility has meant she has
gained vast experience, such as working for a multi-national company, teaching English to
Chinese people, and working in a music school. Her diverse approach means she has had
great success working across many different industries from finance to beauty. She is also
proud mum to her 10-year-old son.
Being at Browz makes her feel like she belongs. Kristine loves making suggestions to clients
before their treatments, and her must-have treatments are a lash lift and brow lamination,
both topping off a natural look.
Maryann is a call centre agent, a focal point for both new and returning customers. She used
to be receptionist but made the switch a year ago. She loves building long-lasting client
rapports. The customer experience starts with her and she makes sure it’s the best possible.
Maryann landed in Dubai 8 years ago arriving from the Philippines. She is very much a
people person having spent time working as a nail spa receptionist, and a promotions
company amongst other places.
Engaging with people is something she is hugely passionate about. Seeing them happy is a
real accomplishment for her, as is self-improvement and growth, and is eager to help us
enhance our international profile.
Maryann champions Natura Bisse skincare products, and is always first to want to try new
and up and coming trends.
Sasha is Operations Manager and mostly based in Dubai. It’s her job to make sure things
runs smoothly, from cleaning and schedules to the client journey. Browz has been the
perfect fit for her as Sasha has advanced from receptionist, supervisor, and assistant
manager posts before her current one.
A business school graduate, South African-born Sasha has worked in the motorbike industry
and in IT for British Gas, as well as stints at the Marriott and Western. She was part of Regis
Spa’s pre-opening team. When the opportunity at Browz came calling she was delighted to
take it up. It’s helped her creative side to shine, mixing beauty with business and has
changed her for the better.
Kenyan-born Ed’s receptionist role involves bookings, checking clients in, giving them a tour
of Browz, and guiding clients through to the therapists.
Ed has clocked up considerable hospitality expertise over 12 years, working in Oman and at
the Jumeirah Hotel here in UAE. She had a small beauty business in Kenya before starting
her journey in customer service.
Her strengths are interacting with different cultures and lifestyles and has so much passion
for the beauty industry, she’s always hungry to boost her know-how. Ed has a thirst for
exploring semi-permanent makeup and feels she is best placed at Browz to follow her
dream and is a more enlightened person.