INTERVIEW WITH JOUD ODEH

She truly believes that you need to be naïve to start a business and stubborn to keep going. Brau, the first of its kind and a truly unique concept in the beauty industry, creates bespoke beauty solutions to ensure the best results for every client. She is also an advocate of non-invasive beauty treatments that accentuate natural beauty. The studio offers a comprehensive list of aesthetic services, including microblading, semi-permanent makeup, brow and lash grooming treatments, and advanced skincare therapies. 

In just two years since starting her business, she is already growing and expanding to open a second studio. She continues her mission of creating a multi-functional beauty studio that is both specialized and accessible, allowing customers to fully enjoy the experience. 

Please tell us briefly about Brau.

Brau is a premier brow and lash studio where art meets beauty. We specialize in semi-permanent makeup, including Nanoblading and Lip Blush, alongside brow and lash grooming services such as HD Brows, Brow Lamination, and Lash Lift treatments. 

How is Brau different from other beauty centers?
Our treatments are delivered by highly skilled master artists from around the world, each having honed their craft through years of dedicated practice. We take a unique approach, providing customized results tailored to each client’s beauty goals. Every journey begins with a consultation with one of our master artists to understand the client’s vision. Using the latest technologies, we analyze facial symmetry through brow mapping and select precise pigment colors to create realistic, natural-looking hair strokes. In short, brows, lashes, and semi-permanent makeup are our specialties, and we strive every day to deliver the highest level of service in this field. 

How do you build trust with customers in a market full of well-known beauty brands?
Trust begins with putting the client first, truly understanding their needs and letting those needs guide every business decision. At Brau, we carefully design every customer interaction, always putting ourselves in the client’s shoes. We make no compromises when it comes to meeting and exceeding our customers’ expectations. 

What motivated you to start your business, especially during a time when the market was depressed due to the pandemic?
We launched Brau just weeks before the pandemic. I struggled to find a good, affordable place to do my brows in Dubai. Growing up, it was common for women to get their brows done in hair salons, where therapists who weren’t brow specialists would thread them, often leaving brows too thin and uneven. As I began researching solutions, the idea naturally expanded to include other related treatments, laying the foundation for Brau. 

I found the beauty industry incredibly exciting, with constant technological advancements and new treatments emerging every day that are less invasive yet highly effective—such as microblading, semi-permanent makeup, hyaluronic lip fillers, microneedling, and laser facials. I recognized a gap in the market for beauty studios that specialize in women’s facial grooming treatments, offering them in a relaxed, retail-style atmosphere while upholding clinical-grade standards and procedures.
 

Do you have plans to expand to other countries, especially Kuwait?
We are incredibly grateful for the positive feedback from our customers and the strong relationships we’ve built over the past two years. Our goal is to grow the brand and make our services accessible to more people across the region. However, we are committed to establishing the right structure, processes, and practices to ensure that, as we expand, we maintain the quality of our services, the level of personalized attention for our clients, and the culture of our team. 

Today, women pay a lot of attention to their appearance. Can beauty be considered a tool for success?
Taking care of yourself is a form of self-love and respect. It boosts confidence, and we believe confidence is one of the key ingredients for success. At Brau, we strongly advocate for non-invasive beauty treatments that enhance and highlight what you already have.
 

What’s your advice for someone who wants to start their own business?
Don’t be afraid to take the leap. When you leave a stable job to start your own venture, you’ll hear a lot of resistance from family and friends they may question the timing, the economy, or your idea. That’s normal; they care about you. What’s important is to block out the noise, keep moving forward, and stay confident in your vision and what you’re trying to achieve. 

Don’t overcomplicate things. I truly believe that you need a touch of naïveté to start a business and the stubbornness to keep it going. To begin, you need thorough market research, a solid business case, and a well-defined concept and brand and if you’re 40% sure, that’s often enough to take the leap.

They say hair is the crowning glory and the eyes are the window to the soul. Brows, however...

Are an expression of your character and allure.