Plaza-based beauty influencer draws upon her own experience to launch signature brow line

Bella Jimenez built a real-life following in the local beauty industry, perfecting brows across Kansas City for eight years (four on the Country Club Plaza). But with that influence, she realized, came a responsibility to be authentic and honest about brands — ultimately creating her own line of brow products.

“I wanted a professional line from someone who is in the actual field, who’s licensed, who’s seen thousands of brows,” said Jimenez, founder of Bella Brows. “There are so many influencer and celebrity brands, but I wanted something more trustworthy, something real.”

For years, clients regularly asked her for recommendations during their appointments, and Jimenez found herself directing them to brands she really couldn’t personally endorse.

“Half of the brands I didn’t even truly use myself,” she said. “So I was like, OK, maybe I should do something.’”

That instinct turned into months of research and testing, guided by her daily work and consistent client feedback.

This summer, the licensed esthetician officially launched her own signature line of brow products, now available through Shopify and at the Bella Brows Studio, located on 315 Nichols Rd.

Bella Brows Studio, located on 315 Nichols Rd.; photo by Taylor Wilmore, Startland News

“Just hearing feedback from clients, wiping product out of people’s eyebrows all day, watching how some formulas are so harshly made and pulling your brows out from trying to wipe it off; I wanted to be a better staple in a brow care routine,” Jimenez said.

Her years in the beauty industry, and relationships with professional makeup artists, gave her a unique edge in crafting what she felt was missing from the market, Jimenez said.

“I’ve seen so many products in this field and through being friends with so many makeup artists and people in the industry,” she explained. “I know from every brand what they would take and leave, so I created my own.”

Eventually, Jimenez partnered with a manufacturer that allowed her to tweak and customize formulations, with room to grow.

“They’re really good at tweaking things. The goal is to develop from the ground up my own formula one day,” she added.

From trusted service to take-home products

Jimenez’s debut collection includes the Arch Angel Brow Pencil, available in four buildable shades: Light Brown, Brown, Dark Brown, and Black, and the Feather Finish Brow Glaze, a clear, non-flaking brow gel.

“Every shade is designed to be really buildable,” Jimenez explained. “There’s a shade for every skin tone, hair color, and undertones.”

She developed the clear gel to address the common issues she noticed in other products on the market.

“It doesn’t have that white cast that I feel comes with a lot of eyebrow gels. It’s a natural, wispy hold,” she said.

Full-circle support

Jimenez’s beauty journey began nearly a decade ago, working at Beauty Brands and a med spa before she launched her own studio on the Plaza. She feels that one of her proudest moments was opening her booking calendar to see immediate support when she opened her own studio.

“I was so scared that I wasn’t going to have enough people booking,” she recalled. “I was thoroughly prepared to live a completely different life, to be in my mom’s basement and completely rebuild. But when my books opened, I was overwhelmed, in the best way.”

That same support showed up at a recent launch party for her product line, which she helped organize. The event marked a milestone, not just the release of her new products, but also a tangible moment of growth and validation for her brand.

Bella Jimenez, Bella Brows; courtesy photo

Building a brand beyond the brow chair

Over the past four years, Jimenez has grown a loyal client base of more than 1,700 people, many of whom return regularly and trust her deeply, she said.

“I feel like I built my name enough on the service side, to where I’m able to focus more now on product,” Jimenez said. “Now I’m trying to really take off with that, get sales, and have a name outside of Kansas City.”

Her long-term vision includes expanding Bella Brows into multiple studio locations, all offering the same quality and recognizable brow technique she’s become known for.

“The goal is to kind of have multiple locations of Bella Brows,” Jimenez said. “And Bella Brows will be the technique. So, you could go into any franchise location and get a Bella Brow, without me.”

Even as she sets her sights on expansion, she remains deeply connected to her community of clients, many of whom she now sees as friends.

“Sometimes with businesses, you can go the direction of separating the two, there’s your business self and then there’s your real self,” she said. “Luckily, my clients have truly become like family.”

Through her journey as an entrepreneur, her passion for her craft remains unchanged.

“I enjoy what I do,” Jimenez said. “So, coming here is never a chore. It’s more like my hobby.”