Monday Interview: Joanne Kennedy, High Definition Group

GROWING beauty business High Definition, formerly HD Brows, have the same attitude towards business that they do towards beauty.

“Make the absolute best of what you have” could be their motto.

A move to new Leeds headquarters in November last year was marred by the Boxing Day floods, which wiped out the bottom floor of their newly-refurbished offices.

Property managers Sanderson Weatherall and construction firm Caddick helped them out of 8 inches of water on the day, but despite this, managing director Joanne Kennedy can’t help smiling.

The business did not stop trading and their offices were undergoing (another) refit as we spoke to Ms Kennedy.

Launched by Nilam Holmes-Patel and Karen Betts in 2008, two experts in semi-permanent make up, High Definition has grown to more than 100 staff.

Whilst still involved in the expanding business, the entrepreneurs teamed up with Joanne Kennedy, now the company’s managing director.

The company saw what was going on in the industry with permanent make up and tattoos, an industry in which “one shape fits all,” said Ms Kennedy. Seeing a gap in the market they consulted with clients to design a brow shape to fit the face.

Ms Holmes-Patel’s Indian background had introduced her to threading early, and she integrated this in the HD brows treatment.

Ms Kennedy said: “It’s not totally about glamour, it’s about perfecting what you’ve got.”

Ms Kennedy herself has a strong business background, having formerly worked in accountancy, she then moved on to become the MD of Acorn Stairlifts for 13 years. She expanded the business across continents, settling in Florida before returning to the UK.

A change of pace and a U-turn in terms of industry, she moved from stockbroking at Redmayne Bentley in Leeds, and Evans of Leeds to the up-and-coming beauty business, HD Brows.

She was finance director of the brand for two years before becoming managing director at the start of this year.

The business has gone from strength to strength, and is now officially known as the High Definition Group to encompass its extended offering.

It has branched out into make-up and franchises, with plans to open across the globe from their new headquarters in Leeds.

The company moved from their headquarters in South Emsall to tap into the bigger talent pool in the city centre.

Ms Kennedy said: “We want to be in Leeds, it was about time we came into the city. It’s easier to recruit here, and with companies like Burberry moving in we want to let people know there are amazing opportunities to work for a leading beauty brand right here in Leeds. They don’t have to go to London or even Manchester for jobs.

“We’re about timeless rather than trend-driven beauty. We deliver treatments to all ages, our oldest client is 80 years old! We’re basically just perfecting the beauty that is already there.”

They now have 200 product lines, with the volume increasing daily. But High Definition Brows is still their flagship offering.

Alongside state-of-the-art academies in Leeds, Milton Keynes, Glasgow and Ireland, the brand also has plans to launch High Definition Boutiques in the UK later this year, a boutique franchise operation offering lashes, skincare, nails and massage all under one roof.

Ms Kennedy also talked of plans to set up their own laboratory, to enable cosmetics to be developed in-house in future.

“We had to make sure the High Definition Boutique test sites were right for all markets, as we are planning global expansion. We want everything impeccable from the moment you walk in,” said Ms Kennedy.

High Definition is now a full beauty company, not just focusing on brows, and it is looking to continue this expansion.

The company is expanding its workforce at an unprecedented pace, with six new starters on the payroll this month alone.

“The majority of our products are produced in the UK, in the North West and the South, and we’re proud of that,” said Ms Kennedy.