Brow and lash expert Veronica Morales moved her salon from Noe Valley to Ingleside in July 2021.
Beauty is a powerful force. Celebrities like Jennifer Lopez know this. But even for everyday people the confidence that just a little beauty provides is important — especially eyebrows and eyelashes.
Beauty Box SF owner Veronica Morales is on to something big because celebrities like “J. Lo” take eyebrows and eyelashes very seriously. As reported by Vogue, professionally done eyebrows can do wonders for a face — possibly more than a facelift.
Beauty Box SF opened in Noe Valley in 2016 where Morales and staff garnered five-star reviews on Yelp and a dedicated clientele.
“Veronica is one of the few that’s so good at doing eyebrows,” said Leia, a customer who posted an online review. “I make the effort to be on schedule with my appointment each month.”
Customers have made a point of going out of their way in travel time for their appointments. Beauty Box SF relocated to Ingleside on the 1600 block of Ocean Avenue at Capitol Avenue in July of 2021.
Eyelash lifts or “lash perms,” as some cosmetologists and estheticians refer to them, are a treatment to lengthen and curl one’s natural eyelashes. Delicate as it may be, batting an eyelash is a powerful muscle in the ripple-effect impact beauty makes. It’s all part of that look that even in business settings can help bring in more business.
According to studies done by the University of Montreal and the University of Oslo, human preference for beauty is common and compelling in daily life. Regardless of cultural norms and variations, some recent studies like the ones archived at the National Library of Medicine, imply that beauty in all its forms has a link to health.
Morales spent more than 15 years in the healthcare profession as a lead ophthalmic technician at Stanford Healthcare and a clinical and patient support manager at Verana Health.
“I began to explore the opportunity to blend my passion for beauty and helping others into one single dream,” according to the business’s website. “Out of this desire my beauty salon journey began in 2016 by obtaining my certification as a Keratin Lash Lift artist by YumiLashes.”
Making the transition took some effort.
“I began working hard to build my clientele and reputation in the industry for my strong work ethic and unique natural lash design,” Morales said.
While current statistics say that the beauty and cosmetics industry in the United States pulls in about $49 billion annually, to compete in the industry requires attention to detail and determined dedication.
“Shortly after I decided to challenge myself yet again,” said Morales. “I became a certified microblading and powder brow artist in June 2017. I’ve obtained several advanced certifications since then.”
Requiring training and professional dedication this work isn’t just about applying some make-up. It is all about skill and precision. According to the Society of Permanent Cosmetic Professionals, the initial application of permanent eyeliner on its own is estimated to be anywhere from $500 to $1,000.
“Permanent makeup has really given me the opportunity to fall in love again with my artistic side,” Morales said. “And to pursue a passion for fine detail work.”
As Morales envisions it, Beauty Box SF is more than a salon but a thoughtfully curated eyebrow and eyelash studio.
Beauty Box SF
Location: 1600 Ocean Ave.
Hours: Wednesday through Friday 10 a.m. to 5 p.m. and Saturdays 9 a.m. to 2 p.m.
Phone: (415) 872-9474
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