Sobrancelhas Design
Sobrancelhas Design is a Brazilian franchise network specializing in eyebrow design and treatment, operating 200+ units across Brazil, the USA, and Latin America, with a vertically integrated ecosystem spanning services, proprietary products, franchisee training, and professional education.
- Company typePrivate
- Founded2020
- HeadquartersCeará, Brazil
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Sobrancelhas Design does
Sobrancelhas Design is a Brazilian franchise-based beauty services company headquartered in Fortaleza, Ceará, founded in 2013 and operating under parent Grupo SD. The company specializes in eyebrow design and treatment, operating 200+ franchise units across Brazil, the USA, Latin America, and Central America, and self-describes as the largest franchise network specialized in eyebrow treatment worldwide. Its service offering is anchored by proprietary methodologies and formulations including Gel Tonalizante Exclusivo (exclusive toning gel), Beauty Caps Technology, and Método SD Cílios (lash method), which differentiate the consumer experience from generic beauty-service competitors.
The company's commercial model operates on three revenue layers: (1) franchise fees and royalties from its 200+ unit network, (2) service revenue generated at the franchise level across thousands of consumer transactions, and (3) proprietary product sales through SD MAKE•UP, including retail items such as Lash Booster and Corretivo DUO. In 2024 the company introduced a subscription pricing model — SD Lover and SD Lover 2 em 1 — offering consumers a 25% recurring monthly discount, shifting a portion of revenue from transactional to recurring. The corporate structure is vertically integrated across three operating subsidiaries: Instituto SD for franchisee training, SD MAKE•UP for proprietary product manufacturing and retail, and PESD for professional beauty education. This ecosystem is designed to capture margin and reinforce franchisee dependency. The company is privately held, LGPD-compliant, and has not disclosed external funding rounds or detailed financial results.
Sobrancelhas Design firmographics
Firmographics- Name
- Sobrancelhas Design
- Legal name
- Sobrancelhas Design
- Website
- https://sobrancelhasdesign.com.br
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Sobrancelhas Design is a Brazilian franchise network specializing in eyebrow design and treatment, operating 200+ units across Brazil, the USA, and Latin America, with a vertically integrated ecosystem spanning services, proprietary products, franchisee training, and professional education.
- Ownership category
- akta.pro rank
Where Sobrancelhas Design is headquartered
LocationHeadquarters
- HQ city
- Ceará
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Sobrancelhas Design business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Franchise Fees and Royalities: Revenue from franchise network of 200+ units. Franchisees pay fees to be part of the Sobrancelhas Design brand and network.
- Service Revenue: Direct service revenue from eyebrow design, treatment, and related beauty services at franchise units. Includes recurring subscription services (SD Lover) bundled with service delivery.
- Product Sales: Sale of proprietary beauty products including Serum Plus, Lash Booster, corrective gels, brow pencils, and brushes through online store (loja.sdmakeup.com.br) and at franchise locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | SD Lover subscription includes 1 eyebrow design service per month plus a complimentary follow-up service visit, with 25% discount applied to regular service prices. |
| Subscription | Monthly | SD Lover Plus subscription includes 1 eyebrow design service plus 1 upper lip cleaning service per month with complimentary follow-up visit. |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
Sobrancelhas Design product offering
Product offeringCore offering
Sobrancelhas Design is a Brazilian beauty brand that delivers in-person eyebrow design, brow shaping, and related facial aesthetics services through a franchise network of more than 200 units across the Americas. The company complements its core service with a proprietary subscription program (SD Lover) and a branded line of beauty products sold under the SD MAKE•UP label, while also operating the Instituto SD training arm under the Grupo SD parent.
Product overview
Sobrancelhas Design operates a franchise-based beauty services and products company specializing in eyebrow design and treatment. The core offering is an exclusive eyebrow design technique using proprietary tonalizing gel, complemented by a Line of Treatment products (serums, concealers, pencils, fixing gels) sold through the SD MAKE•UP online store. The company operates on a subscription model with SD Lover and SD Lover Plus plans offering recurring discounts, alongside 200+ franchise locations across the Americas. Additional services include SD Cílios eyelash extensions, threading, Beauty Corner, and SD Relax foot massage.
Differentiator
Problem solved
Functional benefit
Brands
- SD Lover: Subscription service for eyebrow design with 25% discount and exclusive benefits for members.
- SD Lover 2 em 1
- SD Lover Plus
Products and services
- Eyebrow Design & Brow Shaping Service In-studio brow design and shaping service performed on individual consumers at Sobrancelhas Design franchise studios across the Americas.
- SD Lover Subscription Subscription-based membership program providing enrolled consumers with access to recurring beauty services and benefits at participating franchise studios.
- SD MAKE•UP Beauty Products Proprietary branded line of beauty and cosmetic products developed and sold under the SD MAKE•UP label and distributed through Sobrancelhas Design franchise studios.
Quantifiable outcome
- Eyebrow design lasting up to 7 days with Gel Tonalizante
- +1 more outcomes
Companies that use Sobrancelhas Design
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Sobrancelhas Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Sobrancelhas Design partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Sobrancelhas Design competitors and assessment
Company assessmentDirect peers
- Waxing the City: Specialized waxing and brow services franchise with studio locations across the US. Comparable to SD as a recurring-revenue beauty services franchise focused on a narrow service category with standardized proprietary techniques.
- Heyday: US-based membership-driven skincare services franchise. Comparable to SD as a recurring-revenue beauty services franchise combining standardized proprietary methods with subscription/membership customer retention.
- European Wax Center: Publicly traded beauty services franchise specializing in waxing and related services across 800+ US locations. Comparable to SD as a recurring-revenue beauty services franchise with membership programs and standardized proprietary techniques.
- Amazing Lash Studio: US-based lash and brow services franchise with 200+ locations offering membership-based recurring revenue. Closely comparable to Sobrancelhas Design as a beauty services franchise combining proprietary methods, subscription revenue, and multi-unit franchise distribution.
- Blink Brow Bar: UK-based chain of walk-in brow bars offering threading, tinting, and lash services. Directly comparable to SD's eyebrow-focused service model with proprietary techniques and standardized walk-in studio format.
- Drybar: US-based blowout services franchise with 100+ locations operating on a membership and product retail model. Comparable to SD as a specialized beauty services franchise with proprietary techniques, retail product extension, and recurring-revenue loyalty programs.
- Anastasia Beverly Hills: Premium beauty brand best known for its eyebrow products (Brow Wiz, Dipbrow) and brow shaping services. Closely comparable to SD's eyebrow-centric positioning, with overlapping product categories including gels, pencils, and serums.
- Benefit Cosmetics: Operates brow bars globally and is a leading beauty brand with a dedicated brow service and product line. Directly comparable to Sobrancelhas Design in the eyebrow-focused beauty services and products space, though at much larger scale and as part of LVMH.
Emerging players
- The Brow Atelier: Specialized brow studio brand offering threading, microblading, and brow lamination services. Comparable to SD as a niche eyebrow-focused services brand, though smaller and at earlier growth stage.
Regional players
- Embelleze: Major Brazilian beauty products company and franchisor with strong presence in Brazil and Latin America. Comparable to SD as a Brazilian-rooted beauty franchise operator and product manufacturer with overlapping customer demographics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Sobrancelhas Design social profiles
Digital presenceSobrancelhas Design compliance and trust
Trust signalCompliance1 record
Sobrancelhas Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sobrancelhas Design leadership team
Management profileNumber of profiles
Sobrancelhas Design subsidiaries and ownership
Company hierarchySubsidiaries3 records
Sobrancelhas Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sobrancelhas Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sobrancelhas Design
What does Sobrancelhas Design do?
Sobrancelhas Design is a Brazilian beauty brand that delivers in-person eyebrow design, brow shaping, and related facial aesthetics services through a franchise network of more than 200 units across the Americas. The company complements its core service with a proprietary subscription program (SD Lover) and a branded line of beauty products sold under the SD MAKE•UP label, while also operating the Instituto SD training arm under the Grupo SD parent.
Is Sobrancelhas Design a public or private company?
Sobrancelhas Design is a private company. It is classified as corporate owned and is currently operating.
When was Sobrancelhas Design founded?
Sobrancelhas Design was founded in 2020. It employs 1,001 to 5,000 people.
Where is Sobrancelhas Design based?
Sobrancelhas Design is headquartered in Ceará, Brazil, in the Latin America region.
How does Sobrancelhas Design make money?
Three revenue lines are on record. Franchise Fees and Royalities are the primary driver. The others are service Revenue and product Sales.
Who are Sobrancelhas Design's main competitors?
Direct peers on record are Waxing the City, Heyday, European Wax Center, Amazing Lash Studio, Blink Brow Bar, Drybar, Anastasia Beverly Hills and Benefit Cosmetics. The Brow Atelier is listed as an emerging player. Embelleze is listed as a regional player.
Does Sobrancelhas Design have an API?
No public API is recorded for Sobrancelhas Design.