Ambitious brow brand 'High Definition' sets its sights on India

By Michelle Yeomans

- Last updated on GMT

Ambitious brow brand 'High Definition' sets its sights on India
UK brand, High Definition has set its sights on 'revolutionizing' the brow industry in India by partnering with Mumbai's at-home beauty service provider, MyGlamm.

Beauty service companies offering a portfolio of beauticians that visit customers at their own home are gaining momentum in Asia as women are reported to be more comfortable with letting a 'stranger' into their home. 

After trialing its brow treatments with consumers on a recent trip to India, High Definition is plowing ahead by partnering with MyGlamm to gain traction for its brow expertise in Mumbai and Pune.

"We selected MyGlamm from many other companies as the brand is known and loved in India, with premium offerings. We look forward to strengthening the relationship with this well respected and established company​,” says founder Nilam Holmes-Patel.

MyGlamm also has plans to launch this service for other brands – Spa L’Occitane and Warren Tricomi Salons.

'On call' beauty professionals becoming popular

Women in Asia have reportedly become more comfortable with letting beauty professionals into their home, which is a convenient concept for consumers living in remote rural areas.

This is in part, thanks to a new era of security measures which require professionals to verify their identity on-site.

However, there's still work to be done in making customers feel safe as recent survey results show that 71% of respondents are still fearful of letting strangers into their home.

One such company, Helijia, founded in April of 2013, is a mobile O2O beauty service that provides bookings for various beauty-related services in first-tier Chinese cities.

The app is said to process more than 4,000 bookings a day and allows customers to browse through the work of 2,000 manicurists and 100 make-up experts before picking their service of choice.

Helijia recently raised new investment of RMB 312.5 million ($50 million)  to attract more make-up artists and expand into new cities on the region.

Beauty service is catching on in the West too..

London-based company, Blow Ltd recently launched a mobile service; 'Fast Beauty To Go'.

The on-demand service offers access to a team of stylists, manicurists and make-up artists, who will visit clients at home, in the office or at an event venue.

The service claims to provide the same speed and quality of service as the company's beauty bars, wherever and whenever you want it – bringing an element of fun, as well as style to any event or location.

Co-founder Fiona McIntosh says the beauty bars in Covent Garden and Canary Wharf have seen a huge demand for on call beauticans at parties and corporate events, fashion shoots and product launches.

"It’s the ultimate iteration of fast beauty – we come to you.​”

'Fast' services include a 30-minute blow dry, a 20-minute make-up session and a mini manicure and prices start at £30 per person.

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