Carvd Academy was founded with a clear vision, to elevate the standard of brow artistry. Since then, its creator, Zoe, has become one of the industry’s most influential educators and techs with a loyal community of over 100,000 followers on Instagram, a staggering 1.2 million on TikTok, and more than 6,000 students worldwide. Zoe has proven that social media and great branding can build an empire.
We sat down with Zoe to discover how the power of social media has shaped her journey, transformed her business, and cemented her status as a leader in the brow industry.
What first inspired you to get into the brow industry, and how did you take your first steps?
“My love for brows started long before the industry became what it is today. Growing up with a mum who owned a beauty salon from the time I was 8, it was almost inevitable that I’d end up in this world. By 14, I was already working across different areas of beauty, including brows.
When I launched my first business from home while also working full-time, I started with makeup and lashes. But as the demand for brow treatments began to rise, I quickly realised this niche had so much potential. My clients noticed my skill in creating brows that truly transformed their look, and it quickly became my most in-demand service. That’s when I made the leap, leaving my job to focus fully on building my business, investing in my craft, and offering clients what they wanted most, High-quality brow treatments that left them feeling confident and glowing.”
When did you start to realise that social media could be a powerful tool for growing you and your business?
“In 2020, it became clear that the world was shifting online. With lockdowns keeping people at home, social media became the perfect opportunity to reach new audiences. I committed to creating content designed to go viral, and it worked. Within a short time, I built an online community of over 1.4 million combined followers.
That growth not only elevated my salon business but also gave me the platform to launch online courses. It allowed me to teach aspiring artists around the world no matter where they lived, so they could access the same education and opportunities that had once only been available in person.”
What type of content helped you gain traction and connect with your audience the most?
“Viral content definitely helps you gain traction, but connection is what sustains a business long-term. Views and followers are valuable, but if you’re not building genuine relationships with your audience, it won’t translate into real growth.
To create viral content, you have to hook your viewer in the first two seconds, attention spans are short, and if you don’t grab them instantly, they’ll scroll away. But to create connections, you need to speak to your audience like they’re your friend. People want to feel seen, heard, and understood. Analyse who your clients are, what excites them, and what solutions you can provide. When your audience feels connected to you, that’s when your business thrives.”
Have you had any challenges in balancing your role as a brow artist and an influencer in the industry?
“Definitely. For me, the challenge came from being so deeply passionate about both sides, creating brow art for clients and building content that reached millions online. I threw myself into it completely, working from the moment I woke up to when I went to bed.
While I loved every second of it, there were times when it became overwhelming. Being both a creative and a business owner requires balance, and I’ve had to learn when to slow down and protect my energy so I can keep showing up with passion, not burnout.”
How has social media changed the way clients discover and trust your services in comparison to traditional marketing?
“Social media has completely changed the game. With traditional marketing, it’s hard to give potential clients a true feel for your business. But with platforms like Instagram and TikTok, you can showcase everything. Before and afters, treatment videos, behind the scenes moments, even glimpses of your personality.
This authenticity makes potential clients feel like they’ve already experienced your business before they even book. They know what to expect, they know your style, and if they connect with what you offer, they’ll feel confident walking through your door. It’s free marketing with unmatched impact.”
What advice would you give to aspiring brow techs who want to build their brand online?
“Start with clarity, know why you love what you do and what makes you excited to show up for work each day.
From there, focus on two things:
1. Know your ideal client. Understand exactly who you want to attract and what you can offer that makes them choose you.
2. Invest in your craft. Continue levelling up your skills and using quality products so you can deliver results clients can’t get elsewhere.
And never forget, you’re providing an experience, not just a service. The little touches matter, a genuine compliment when they arrive, offering a drink, adding in small luxuries like a hand massage or an eye mask. These moments elevate the experience and make clients want to rave about you to everyone they know.”
Where do you see the brow industry and social media heading in the next few years?
“I see the brow industry becoming even more specialised and innovative. Clients are becoming more educated and selective, which means artists will need to refine their techniques and deliver results that feel both personalised and natural. Treatments will continue to evolve, with more focus on brow health and creating bespoke looks tailored to each individual.
On the social media side, I believe we’ll see a stronger shift towards authenticity and education. Viral content will always have its place, but clients and artists alike are craving more depth. They want value, tips, transparency, and a sense of community. The Brow Artists who succeed in the next few years will be those who can balance artistry with education, and use social media not just for visibility, but as a true platform for connection and trust.”
At Carvd Academy, Zoe offers an impressive range of courses, from brow lamination, waxing, and mapping to the all important business strategies that help her students build skills as well as successful and profitable careers.
Zoe has even created a free social media e-book packed with her top five tips for scaling a beauty business online a resource that reflects her belief in sharing educational content. With her presence on social media and her passion for brows, Zoe has taken a truly influential role in the industry, inspiring and educating brow artists across the globe.
