DEARBORN — With 170 locations throughout the U.S., Puerto Rico and Mexico, Brow Art 23 is the world’s largest company specializing in eyebrow threading.  It’s making its way to Dearborn with the launch of a new store in Fairlane Town Center near Sears in the old “Beautiful Eyebrows” space. A grand opening ceremony is scheduled for Feb. 15.  

In just less than a decade since its first store opened, Brow Art 23 has received international acclaim for being a leader in the ancient art of eyebrow threading. 

Eyebrow threading originated in India, and made its way into the Arab world where it’s common. It also has gained prominence in parts of the Western world, China and in Persian culture. 

Threading is very popular among the metro Detroit’s Middle Eastern community. Many Middle Easterners brought the technique back with them to the United States from their homelands. 

Surprisingly, there are only a few Brow Art 23 locations in metro Detroit, but none in Dearborn, until now. The city is widely known for having the largest concentration of Arab Americans in the entire country.  

“Detroit is a city where there is a lot of diversity and culture,” Brow Art 23 Founder, Elizabeth Porikos-Gorgees said.  

Brow Art 23 provides eyebrow, facial and body threading services, eyelash extensions, temporary henna tattoos, permanent makeup, that includes tattoos for the face, such as adding a beauty mark or lip outline, and a line of private label cosmetics.  Its quality services are also quite affordable. 

In threading, a thin cotton thread specially designed for threading is doubled, then twisted. It is then rolled over areas of unwanted hair, plucking the hair at the follicle level. Unlike tweezing, where single hairs are pulled out one at a time, threading can remove short lines of hair.

Brow Art 23 Founder, Elizabeth Porikos-Gorgees with a client.

People who maintain their eyebrows through threading say they prefer the method over waxing or tweezing because it makes the eyebrow’s shape stand out more, and is gentle on the skin.

While several follicles are removed at once, making it uncomfortable, it can be quick and painless when done professionally.  Those who perform the service at Brow Art 23 locations are all trained professionals in the art. 

Speaking to The Arab American News, Porikos-Gorgees shared her unique story of how she started the company.  Her first experience with threading began on Devon Avenue, a very popular South Asian area in Chicago. 

After her first encounter with the technique, she made follow up trips to the location every three weeks. Porikos-Gorgees says she was attracted to the method because of the shape it gave her eyebrows, and because it didn’t leave them irritated. 

She eventually decided to start her own eyebrow threading business. That plan didn’t run smoothly at first. Several places where she wanted to launch the business in turned her down.  “No one believed in my idea,” she said.  Her luck changed when she approached the Old Orchard Mall, located in a Chicago suburb. 

Mall management told her they had been approached by about 15 people each week interested in bringing eyebrow threading to the mall, but had turned them all down because they weren’t certain about having the service offered at their mall. 

After meeting with Porikos-Gorgees, mall management told her she was different than the other people who had inquired about getting space to open an eyebrow threading store. 

“They said there was something about me that stood out from all the other people who inquired,” she said. 

Porikos-Gorgees never planned on making a lifelong career out of it, and in 2006 when the first location opened, she was working on getting her second masters degree, had two children, now with four, and was uncertain about what career path to take. 

She hired employees who were trained in eyebrow threading, and the business started picking up fast. “Within a week I had earned my rent money,” she said. 

Porikos-Gorgees saw a future in the business, and launched additional locations. 

People who have invested their money in opening their own Brow Art 23 franchise have witnessed its success firsthand.  

“Frequently our current franchisees are opening many more locations,” she said. 

Porikos-Gorgees has worked hard to ensure Brow Art 23 locations are successful. She mentioned, “I can help our franchises be successful by avoiding the mistakes that I made when opening our locations, therefore providing them with a solid path to success”

As for the future of Brow Art 23, Gorgees says the “possibilities are endless.”  Those interested in opening a Brow Art 23 location may call 800-850-0773; for more information visit www.browart23.com.