Destination brow salons
Our award-winning My Brow Expert salons are where it all began. Known as true destinations for brows, we combine artistry, care and community to deliver results that feel as good as they look.
In our salons, clients can experience the full spectrum of brow services — from precision shaping, tinting and waxing to advanced treatments such as brow lamination and semi-permanent make-up. We also offer specialist support for women experiencing hair loss through cancer or alopecia, as well as bespoke consultations for those seeking a natural yet transformative look.
Every appointment is designed to be more than just a treatment: it’s an opportunity to relax, connect and leave feeling empowered. If you’ve discovered us through our products, why not experience the full salon journey — we’d love to welcome you!
My Brow Expert
In an industry that should instinctively celebrate and uplift women, Jo Coates has confronted an uncomfortable truth – the beauty industry is not always that beautiful to women. Her career in a leading global cosmetics brand exposed her to a culture that, all too often, left customers feeling judged, inferior or invisible, particularly those intimidating department store beauty halls.
When Jo founded My Brow Expert, she set out to challenge and change that culture. Her mission was not just to create exceptional service and results, but to create an environment where every woman feels welcome, safe and celebrated. From the moment a client walks through the door, the experience is about empathy, empowerment, and an authentic connection – a stark contrast to the transactional, often intimidating encounters many women expect from beauty brands and beauty halls.
Jo’s approach is rooted in community and care – offering support to women experiencing hair loss from cancer or alopecia; welcoming mothers and daughters for milestone first treatments; mentoring young women entering the beauty profession. She is breaking the mould not by stepping into a male-dominated field, but by redefining the standards and values of a female-dominated one.
By leading a business where women champion women – clients, team members, and peers – Jo is dismantling toxic norms and replacing them with kindness, respect and confidence-building service. In doing so, she is proving that beauty done well can be as much about the heart as it is about the brows.
Jo Coates
Meet the founder
Jo is the Founder of My Brow Expert has worked in the Beauty Industry for over 15 years having qualified with an Honours in the internationally recognised CIBTAC Diploma - Confederation of International Beauty Therapy and Cosmetology.
Jo moved to London in 2011 to progress her career in beauty where she became Head Therapist for Benefit Cosmetics, looking after a large team at their flagship salon in Carnaby Street, London's West End. After several years she then moved on to become their UK National Trainer for Brows, Lashes and Waxing.
After starting a family, Jo then returned to the North, opening a brow business in her hometown of Harrogate and then subsequently in Darlington which she now calls home.
Jo has invested in the latest Microblading and Powder Brow skills with the Tracie Giles Clinic - based in London, Tracie Giles is a Global leader in permanent makeup, micropigmentation and aesthetics.
" I am so excited to bring MY BROW EXPERT to the North East with Darlington as our flagship salon. My aim is to give a little bit of London experience to my clients along with an unparalleled level of service excellence, good vibes and beautiful results in every treatment."