The Brow Society at 766 Main St., Hellertown
A new brow and lash bar opens Thursday at 10 a.m. at 766 Main Street in Hellertown.
The Brow Society is the first business venture by owner Allison Guido of Hellertown, whose focus will be on eyebrows, lash extensions and makeup.
Guido studied aesthetics at Metro Beauty Academy and worked at Benefit Brow Bar in Ulta Beauty in the new Hamilton Crossings shopping center in Lower Macungie Township before deciding to branch out on her own.
A price list for services available at The Brow Society in Hellertown
“Makeup has always been an addiction,” said Guido, who relocated to the Lehigh Valley from Florida to be near her boyfriend’s family. “All things beauty are just a passion of mine.”
Guido said she noticed the small empty storefront that was formerly a women’s hair salon next to George’s Barber Shop last fall, and has spent the past six months renovating the 300 square-foot space with help from her boyfriend, Nate.
The result is a bright, spa-like room with one chair, lots of mirrors, a small seating area next to a large picture window that overlooks Main Street and modern, neutral furniture and decor from IKEA and HomeGoods.
Allison Guido is the owner of The Brow Society, a new brow and lash bar in Hellertown.
“I want this place to feel kind of like a barbershop for women,” said Guido, who describes her work as “meticulous.” “I want people to feel like it’s their spot.”
That said, men are also welcome to come in for beauty treatments.
“If men want to come in and get cleaned up, that’s fine,” she said.
Guido said that in addition to walk-in service and eventually, she hopes, appointment-based services, she plans to offer classes in subjects like makeup application to her clientele.
For example, she said, a one-hour class may focus on helping women devise a daily makeup routine that works for them.
She also would like to offer spray-tanning eventually.
“I like to think about us as slightly different. I want you to learn how to do your brows,” Guido said. “I want you to learn that thin brows are a thing of the past.”
“I feel like I bring to the table an eye for shape,” she added. “The whole goal is to give you what you want.”
A hand-lettered sign above the doorway at The Brow Society, 766 Main Street in Hellertown. Owner Allison Guido said she will also be installing a larger sign out front, where she plans to plant flowers.
The Brow Society will be open Tuesday through Saturday, 10 a.m. to 7 p.m., and Sunday, 11 a.m. to 6 p.m., although Guido said she may adjust her hours as she develops a regular following in Hellertown.
“I will totally bring new stuff in here,” she said. “If people want something, just ask.”
She also hopes to eventually hire a part-time employee to assist her.
With wedding and prom season right around the corner, she said she will consider traveling to do brows, lashes and/or makeup for bridal or prom parties on a case by case basis, and following consultation.
Visitors to The Brow Society can expect free wifi, complimentary water/tea and the convenience of a location that’s in the heart of downtown Hellertown and within walking distance to many other businesses, including restaurants, pubs and shops.
There is on-street parking available in front of the store.
“I want people to leave and feel really good about themselves,” Guido emphasized.
To learn more about The Brow Society, visit their website, follow them on Instagram, like them on Facebook or call 484-851-3322.
Correction: An earlier published version of this story incorrectly indicated that two parking spaces would be available for customer use at a neighboring business, Trendz. We apologize for any confusion this error may have caused.
Although The Brow Society is only about 300 square feet in size, business owner Allison Guido has made the most of the small space.
Inside, The Brow Society features a neutral, modern decor with furnishings from IKEA.
The Brow Society is a full-service brow and lash bar offering a variety of services for women and men.
