The birth of the Brow Game

The Birth of Brow Game: The Story Behind an Award-Winning Permanent Makeup Studio in Leeds

If you had told me years ago that eyebrows would become one of my greatest passions, I might not have believed you. I’ve always loved horses and thought nothing could ever compete with that lifelong passion. But somewhere along the journey, something incredible happened.

Brow Game was born.

And what started as a passion quickly became something much bigger.

How Brow Game Started

Brow Game began in 2016, built on a vision to offer high quality permanent makeup treatments in Leeds that focus on natural beauty, precision artistry, and restoring confidence.

I knew from the very beginning that if I was going to build a career in permanent makeup, I wanted to learn from the very best in the industry. That meant investing in professional education and training with some of the top trainers in the world, including the globally recognised PhiBrows Academy.

Training with leading educators allowed me to develop the advanced skills needed to create natural looking hairstroke brows, nano brows, and microblading treatments tailored to each individual face.

Every face is different. Every brow is unique. That philosophy became the foundation of Brow Game.

The Brow Game Brand Was Born

In 2017, I purchased the domain www.browgame.co.uk, giving Brow Game its official home online.

That moment felt like the true beginning.

From then on, Brow Game became more than an idea. It became a brand dedicated to offering professional permanent makeup treatments in Leeds and Yorkshire, helping clients wake up every day with brows that frame their face beautifully.

Since then, clients have travelled from across Leeds, Yorkshire, and beyond to experience the treatments offered at Brow Game.

More Than Just a Business

Brow Game isn’t just a business to me.

It’s my baby.

Anyone who knows me knows my lifelong passion for horses. I never imagined something could drive me as much as that. Yet building Brow Game has done exactly that.

Seeing the transformation in my clients is something truly special. Many arrive feeling unsure, sometimes after years of struggling with sparse brows, over-plucking, medical hair loss, or previous treatments that didn’t give them the results they hoped for.

Watching their confidence grow when they see their new brows is the most rewarding part of what I do.

Permanent makeup is not just about appearance. It’s about confidence, convenience, and feeling comfortable in your own skin.

Continuous Training and Industry Challenges

One thing that has always been important to me is never standing still.

The permanent makeup industry evolves constantly, with new techniques, pigments, and innovations emerging every year. To ensure my clients always receive the best possible results, I regularly invest in advanced training, masterclasses, and industry competitions.

These challenges push my skills even further and help refine my techniques so I can deliver the highest standard of microblading, nano brows, and permanent makeup in Leeds.

Continuous education ensures my clients benefit from the latest methods and safest practices available in the industry.

Why Clients Choose Brow Game in Leeds

Clients choose Brow Game because they know they are receiving treatments from someone who genuinely cares about the outcome.

Every treatment is carefully designed to suit the client’s face shape, skin type, and personal style. The goal is always the same: beautiful, natural results that enhance rather than overpower.

Whether someone wants soft natural hairstrokes, fuller powder brows, or a subtle brow enhancement, the focus is always on creating results that look effortless and timeless.

The Journey Continues

Looking back at where Brow Game started in 2016, it’s incredible to see how far the journey has come.

But the most exciting part is knowing the journey is still continuing.

With new techniques emerging, more advanced training on the horizon, and many more clients to help feel confident in their own skin, Brow Game continues to grow with the same passion it began with.

Because this isn’t just work.

It’s something I truly love.

Award winning artist Alexandra Cooke-Reed

Leeds based permanent makeup artist

www.browgame.co.uk