NewBeauty Fred Segal Launches the First Store-In-Store Brow Threading by Ziba

The iconic, fashion-forward Fred Segal store announced the addition to its NewBeauty space with the launch of Ziba Beauty's The Art of Threading® Studio. Launching as the first store-in-store concept in Fred Segal on November 1^st, the addition of Ziba Beauty's brow threading services is an example of how a leading beauty brand is leveraging a highly popular retail space to attract new clientele.

"Threading is one of the most sought-after solutions for brow shaping in the U.S.," says Steffanie Attenberg, VP Group Publisher at NewBeauty. "It was a natural fit to partner with the innovators of this art form to bring a results-driven beauty treatment to NewBeauty at Fred Segal."  

Ziba Beauty is celebrating the start of their 25th year of business, operating 15 studios that shape over 1 million brows per year.  "It's an exciting time for us as a brand because we are poised to kick off our global growth objectives" says Sumita Batra, CEO of Ziba Beauty. "The opportunity to launch in partnership with New Beauty at Fred Segal expands on our creative concept to reach a wider client base via a store-in-store option. We couldn't be more thrilled and look forward to great success with this initiative!"

Ziba Beauty is also known for The Art of Mehndi®, having styled celebrities such as Madonna, Liv Tyler, Gwen Stefani, Jennifer Aniston and Hillary Duff for music videos and magazines such as Vogue and Rolling Stone.  Temporary Henna tattoos, or Mehndi, is believed to bring the wearer good luck. This spring, the Second Edition of the best selling book The Art of Mehndi is being released with an exclusive line of gorgeous temporary body jewelry in Harrods Urban Retreat. 

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