In the ever-evolving beauty industry, it’s often the simplest tricks that make the biggest difference. Recently, the FAB L’Style Team sat down with Daniela Omumuka, the mastermind behind “Brows & More” in Vienna, to uncover her top beauty hacks and hear the inspiring story of how she built a thriving beauty brand. With over 22 years in the makeup industry and a growing reputation as one of the city’s leading brow artists, Daniela has mastered the art of enhancing natural beauty.
Did you know that the global beauty industry is worth over $532 billion, and brows are a rising trend? Daniela has been right at the forefront, shaping her clients’ faces and their confidence. In this interview, Daniela shares the secrets behind her success, the power of brow artistry, and her go-to hacks for looking fabulous in minutes. Let’s uncover how she continues to thrive in a competitive market while keeping her clients coming back for more.
FAB: Let’s start with your journey. You’ve been working as a makeup artist for over two decades now, and I’m curious: what initially drew you to this field, and how has your story evolved over the years?
Daniela Omumuka: Sure. I began my journey by attending cosmetology school, where I discovered a real joy in makeup artistry. What really excited me was how something that seemed so simple to me could bring so much joy and confidence to others. That was my first step, realising how much I loved what I was doing and the positive impact it had on people.
After I got married and had children, I considered changing careers due to the demanding work schedule, which often involved working throughout the week. I explored different roles, such as office jobs, but after just one day, I knew it wasn’t for me. My passion for working directly with people, the laughter, the smiles, and the creativity with my hands were irreplaceable. So, I decided to stick with it.
Over time, more clients came to me, and about 11 years ago, I started focusing on brow styling. This specialisation allowed me to establish a specific niche. This is also when I met Harriet, around 10 years ago, when our children were still young. She was amazed by my work, especially with brow styling, which at the time was still evolving. We formed a connection immediately, and from that moment on, clients kept returning for their treatments.
Eventually, some influencers and magazines took notice. Brow styling became a global trend, and while Vienna is a small city, there weren’t many people specialising in it back then. As a makeup artist, yes, there were many around, but those specifically focused on brow styling were rare. That’s how my reputation grew, and influencers began reaching out, encouraging me to establish myself as a brand.
Now, after nearly five successful years, I have a team of three talented girls working with me, plus one person handling our administrative tasks and social media. So, altogether, we are a team of five in the company.
FAB: Brow artistry has been your focus for the past 11 years, which is amazing, by the way. What’s your favourite part about helping people perfect their brows?
Daniela Omumuka: Yeah, it’s been a journey. A lot of people come to us after having their brows done elsewhere, often at hair salons where it’s treated as a side service. You know, it’s like, “Let me quickly do your brows,” and sometimes they end up ruining them. Then, these clients come to me asking, “Can you fix it? What should I do now?”
Part of my job is guiding them through the process. I’ll tell them, “Okay, lets work on this together. Let your brows grow back in certain areas. I’ll measure everything and show you exactly what shape suits your face and what proportion works best for you.”
That’s what they appreciate. And, of course, we also provide them with tools like pencils and makeup products to enhance their look. Most of them return regularly, like every month or six weeks. They become loyal clients because of the personalised care we give.
When I train my team, I emphasise doing the work with heart and passion. It’s not just about getting the job done or earning a monthly salary. It’s about truly caring for the client—whether it’s a woman or a man—and giving them the best possible result.
FAB: That’s fantastic! So, if I understand correctly, one of your favourite things is being able to offer solutions when someone’s brows have been done wrong elsewhere. They come to you, and you’re able to say, “You know what? We’re going to fix this for you.”
Daniela Omumuka: Exactly, yes! It’s incredibly rewarding.
We also have young clients—girls who have never touched their brows or lashes before or even experimented with makeup. We guide them, teaching them the best and easiest techniques. Some of them have no experience at all, while others come to us after someone else has messed up their brows.
It’s really about finding solutions. It’s a journey we start together, and we always hope they return to continue that journey with us.
FAB: Amazing! Speaking of journeys, let’s talk about yours—going solo. Five years ago, you took the plunge and started your own brand, Brows & More. What inspired you to venture out on your own, and what’s the wildest or most rewarding thing that’s happened since?
Daniela Omumuka: That’s a great question. Honestly, it was the pandemic that really pushed me to do it. We had just started—three months before the first lockdown hit.
It was tough because we didn’t know how we were going to survive. We were a new business, so we didn’t receive any financial support from the government. Only established companies with regular incomes got help, which was a huge shock for us. It was frightening. My partner, who ran the nail and pedicure section, was with me in the salon. I had my own clients, and we had to figure out how to move forward.
I even had friends who had opened a restaurant, and they had to shut down because they had 10 employees and couldn’t keep up. I was still in the early stages of my business, and I constantly questioned whether we’d make it. There were moments I wondered if I should go back to being employed again at my old job.
But step by step, slowly, we made it. I’m incredibly thankful for our loyal clients. Every time we were able to open, they came back without hesitation. Even during lockdown, when we had no choice but to close, their loyalty never wavered.
That’s what really kept me going—my clients and the belief in my vision. I didn’t want to give up on my dream of building my own brand. My family also played a big role, supporting me and reminding me that tough times wouldn’t last forever.
FAB: That’s incredible. We’ve touched on the most rewarding aspects of your journey, like the strong support from your clientele, family, and partners. But let’s go back a bit—what was that exact moment when you knew, “I want to go solo”?
Daniela Omumuka: Well, it came down to wanting the freedom to offer the treatments I truly believed in. When you’re an employee, you have to follow their rules—use the products they tell you to, follow the methods they approve of. But I knew there were better products and more innovative approaches out there, especially when it came to makeup, brows, and lashes. I wanted to combine those and become one of the best artists in Vienna.
I wanted to offer my clients the highest-quality products and services, but I couldn’t do that while working for someone else. So, I made the decision to go solo to provide the absolute best brows, lashes—everything.
And honestly, the best reward for me is seeing my clients leave happy, feeling confident, and returning. When they bring their friends, sisters, or mothers along, it’s the greatest joy.
FAB: I can imagine that running a beauty business comes with its own set of challenges, as you’ve mentioned. But what’s the biggest lesson you’ve learnt along the way?
Daniela Omumuka: The biggest lesson? It’s definitely listening. Truly listening to what my team needs. For example, do they need more meetings or more flexibility? Some of the girls have children and need to leave work earlier to pick them up. It’s about understanding their individual needs and being there for them as a leader.
FAB: Your brand, Brows and More, has really made a name for itself in Vienna. How do you keep things fresh and exciting? Is there a secret you use to stay ahead of beauty trends while keeping your clients happy?
Daniela Omumuka: To stay ahead, I make it a point to look beyond Vienna and travel. For instance, we attend major beauty exhibitions like the one we visited last year in Italy. These events, which can last for several days, attract thousands of people and showcase the latest products and treatments.
We also travel to places like Dubai, Bologna, and Germany to stay updated on global beauty trends. Additionally, I connect with beauty professionals from around the world. For example, I have contacts with brow artists and entrepreneurs in Australia. We exchange ideas and support each other, which helps us stay innovative.
I also participate in international courses to learn new techniques. Last month, I attended a course from a renowned artist in England. She taught me some unique approaches, and I shared my own experiences with her. This continuous learning and exchange of knowledge with global experts keep my skills sharp and my clients satisfied.
FAB: It’s evident that you’re always learning and growing, which is fantastic. So, what are some of the new trends or techniques in makeup and brow artistry that excite you right now?
Daniela Omumuka: In brow artistry, brow lamination and brow lifting continue to be very popular. For makeup, the trend remains focused on a glowy and natural look. This emphasis on highlighting natural beauty has been strong for a few years and continues to be a major trend.
Daniela Omumuka: Well, we already have two products under our own brand that we developed in Germany. Both are vegan and natural, which is something our clients really appreciate. In the future, I might add one or two more products, but nothing is confirmed yet. For now, our focus is on doing the best we can and training the new team members. They are doing a fantastic job and are highly skilled. So, my current goal is to stabilise and maybe grow the brand a bit more.
FAB: That’s a great approach. Now, you’ve piqued my curiosity with one more question about global knowledge sharing. Some have mentioned that knowledge transfer can be challenging on the African continent. People there sometimes fear that sharing their expertise will make them obsolete, leaving them out of the market or losing their relevance. Given that you’re focusing on training new team members, how do you manage this when some people worry that sharing knowledge will diminish their own standing? How do you balance sharing knowledge while staying relevant yourself?
Daniela Omumuka: That’s a great point. As a brow trainer, I offer training sessions, and I don’t see sharing knowledge as a threat. Instead, I believe that we can all grow stronger together. I’ve learnt a lot from various sources, and I’m not worried that another brow artist learning from me will take away from my business. My clients will remain loyal, and new clients will come. My reputation is what matters most. When someone says they trained with me, it adds value to their own work and shows that they’ve learnt from the best.
I see it as an honour to share my knowledge and help others excel in their own careers. They’ll develop their client base, but it won’t negatively impact me. I feel proud to contribute to the industry in this way. Additionally, when clients reach out and I’m fully booked, I often refer them to friends in the industry. We support each other rather than competing, and that collaborative spirit is what makes our field thrive.
Beauty Hacks with Daniela Omumuka (Brows & More)
FAB: You’ve been a makeup artist for over 20 years, so you must have some secret tricks up your sleeve. What’s your go-to quick fix for someone running late but wanting to look fabulous in a flash?
Daniela Omumuka: That’s a great question! My go-to quick fix includes a brow gel, lip gloss, and a cream blush. The brow gel instantly lifts and shapes your brows, which brightens your face. You don’t look tired. The lip gloss adds a fresh shine, and the cream blush gives a natural, glowing finish. These steps can make you look refreshed and fabulous in no time!
FAB: What’s one pre-makeup skincare hack that makes all the difference for a flawless finish?
Daniela Omumuka: To achieve a flawless finish, start by preparing your skin with a good moisturiser or primer. This creates a smooth base for your makeup. After applying your makeup, set it with a light layer of powder and finish with a fixing spray. For an extra boost, use a facial sunscreen or primer as a base before your makeup. As a matter of fact, sunscreen and face cream should be applied before foundation in order to prepare the skin for makeup.
FAB: What’s one game-changing brow hack that you think everyone should know?
Daniela Omumuka: Here’s a game-changer: brush your brows upward. This simple trick can transform your entire look. When your brows are brushed downward, it can make your face appear sad. But when brushed upward, it lifts your face and gives a more youthful, vibrant appearance. Additionally, shaping and filling in any gaps can further enhance the overall look of your brows. Everyone has their own individual shape that everyone should know.
