Key Points
- Altrincham beauty brand Brows by Sarah has opened its clinic at LOOKFANTASTIC’s George Street store in Altrincham.
- The store has relaunched on Friday, October 9, 2026, after being closed for two weeks for renovation purposes.
- Brows by Sarah was created by its founder Sarah Fogg in 2016 after leasing her beauty treatments space from a beauty salon.
- The new clinic provides customers with semi-permanent ombré brows and lip blush treatments along with Brows by Sarah beauty products.
- VIP launch will take place over two days starting today and ending tomorrow, Saturday, October 10, with Coronation Street’s Sue Cleaver and Hollyoaks’ Jennifer Metcalfe among participants.
- As Brows by Sarah claims, its clinic is the first ever semi-permanent make-up artistry brand to operate in LOOKFANTASTIC’s store.
- The company currently owns five clinics in total located in London, Warrington, Liverpool and North Manchester, and more openings are expected next year.
- Brow gels, pencils, nourishing brow wax and brushes are available for purchase at LOOKFANTASTIC’s Altrincham store.
Altrincham (Manchester Mirror) October 10, 2026 — A beauty business has opened a new clinic inside LOOKFANTASTIC’s George Street store, marking a major expansion for the locally founded Brows by Sarah brand. The store reopened on Friday after a two-week refurbishment, with the Brows by Sarah clinic among the new additions.
As reported by Altrincham Today, the partnership brings the company’s treatments and products to the retailer’s Altrincham store. The business was founded by brow specialist Sarah Fogg in 2016 and began in a rented space within a beauty salon.
The new in-store clinic offers semi-permanent ombré brows and lip blush treatments. Customers can also purchase a selection of Brows by Sarah products, including brow gels, pencils, nourishing brow wax and brushes.
How Did the Launch Begin?
A two-day VIP launch started on Friday, October 9, and was due to continue on Saturday, October 10. According to Altrincham Today, celebrity clients attending included Coronation Street actress Sue Cleaver and Hollyoaks actress Jennifer Metcalfe.
Sarah Fogg attended the launch at the George Street store. Photographs published by Altrincham Today showed her with Jennifer Metcalfe during the opening event.
The launch represents the latest stage in the growth of Brows by Sarah, which has expanded from its Altrincham origins into a business with five clinics, a brow product range and a training academy.
What Did Sarah Fogg Say?
Sarah Fogg said she was “beyond proud” of the development. As quoted by Altrincham Today, she said: “I started Brows by Sarah renting a little space in a beauty salon, then grew my client base, took the leap and opened my own clinic.”
She added that launching inside LOOKFANTASTIC was “pretty amazing”, particularly because it was taking place in her hometown, where she still lives and works.
Fogg also said: “Brows By Sarah is also the first semi-permanent make-up artistry brand to offer treatments within a LOOKFANTASTIC store, which is a massive moment for me and my team. I can’t wait to introduce Brows by Sarah to a whole new audience.”
What Treatments Are Available?
The clinic offers two semi-permanent treatments: ombré brows and lip blush. Altrincham Today reports that Sarah Fogg specialises in cosmetic tattooing and is known for her signature ombré brows, a technique intended to create a soft, subtly defined finish.
Customers visiting the LOOKFANTASTIC store can book treatments at the new clinic. They can also shop Brows by Sarah’s own beauty products in store.
LOOKFANTASTIC’s wider beauty offering includes more than 660 brands, among them MAC, Kérastase and YSL.
Why Is the Partnership Significant?
The arrangement places Brows by Sarah treatments within a national beauty retail environment. According to the company, it is the first semi-permanent make-up artistry brand to provide treatments inside a LOOKFANTASTIC store.
The move follows the business’s expansion beyond its original Altrincham clinic. Brows by Sarah now has a presence in London, Warrington, Liverpool and North Manchester, with further openings planned for 2027.
Fogg’s client list has included actresses Suranne Jones, Tina O’Brien and Brooke Vincent, as well as presenters Olivia Attwood and Jenny Powell, according to Altrincham Today.
What Else Does Brows by Sarah Do?
Alongside its clinics and product range, Sarah Fogg has established Alpha Academy. The academy trains new brow artists and offers advanced masterclasses for existing professionals.
Fogg said she wants people to visit the store and experience the brand. As quoted by Altrincham Today, she said: “Whether they’ve followed us for years or have never touched a brow product before, if they come to the store we will help them find what works for them, and hopefully have a really good time while we’re doing it.”
Background of the Development
Brows by Sarah was founded in Altrincham in 2016 by brow specialist Sarah Fogg. The business initially operated from a rented space in a beauty salon before Fogg opened her own clinic.
The company has since developed into a multi-location beauty business with five clinics, a product range and the Alpha Academy training programme. Its clinics now include sites in Altrincham, London, Warrington, Liverpool and North Manchester, with additional openings planned for 2027.
LOOKFANTASTIC’s Altrincham store on George Street reopened on Friday, October 9, 2026, after a two-week closure for refurbishment. The Brows by Sarah clinic was introduced as part of the revamped store.
How Could This Affect Altrincham Shoppers and Local Beauty Businesses?
For Altrincham shoppers, the development adds a local beauty brand to a national retail store, giving customers the option to buy specialist brow products and book semi-permanent treatments in the town centre. The clinic may attract existing Brows by Sarah clients as well as LOOKFANTASTIC customers who have not previously used its services.
For local beauty businesses, the partnership may increase competition in the semi-permanent make-up and brow treatment market. It could also highlight the potential for independent beauty brands to expand through retail partnerships rather than relying only on standalone salon locations.
For the wider Altrincham economy, the reopening of the George Street store and the addition of a new clinic may encourage more visits to the town centre. The launch also gives a locally founded business greater visibility among a broader customer base.
