The Beauty Merchants is a cosy beauty bar on Jervois Road in Herne Bay, Auckland, covering everything from lashes and brows to makeup, facials, waxing, tanning and skincare. It's a small, personal salon by design — reviewers describe it as a 'little salon, very cosy where you automatically feel relax' — and the team has built a loyal following of clients who've been coming back for years. The menu is one of the most complete in the area. Lash lovers can choose between Classic, Hybrid and Russian Volume extension sets, plus lifts, tints and professional removal. Brow services run the full gamut: simple shaping and tinting, hybrid colour that lasts up to seven weeks on the hair, lamination for volume and fullness, and machine-applied Ombré Powder Brows cosmetic tattoo with perfecting sessions and colour boosts. There's also full-face and express eye makeup application, a complete waxing menu from lip and chin to Brazilian, and a retail shop for skincare products. Clients consistently name the team as the reason they stay — Bianca's lash work and brow shaping draw particular praise, with one reviewer saying she 'wouldn't dare let anyone else touch my eyebrows.' Appointments are booked online, gift vouchers are available, and the salon shares its family with sister hair salon Frenchie & Co. Card and digital payments including Visa, Mastercard, Amex, Apple Pay and PayPal are accepted.
On Jervois Road in Herne Bay, The Beauty Merchants does exactly what its name promises: a small, well-stocked bar of beauty services covering lashes, brows, makeup, facials, waxing, tanning and skincare. It is the kind of salon reviewers describe as 'little' and 'very cosy' — the sort of place where, as one client puts it, 'you automatically feel relax' the moment you walk in.
If there's one thing this salon is built around, it's lashes. The menu spans three styles of extensions: Classic sets, where one extension is applied to one natural lash for a customised everyday look; Hybrid sets, which mix fans and classic lashes for a super full, fluffy finish; and Russian Volume, billed as 'lighter, fuller and fluffier' — the ultimate glam set, available in Natural and Glam intensities. Every style comes with infill appointments to keep sets looking fresh, and the team is upfront that infills are for sets they've lashed themselves, with anything left past four weeks treated as a new full set.
Not everyone wants extensions, and the salon caters for that too. A lash lift and tint curls and darkens your own lashes with no maintenance beyond the appointment, and removal is offered both on its own and alongside a new set.
The brow menu is just as thorough. At the simple end sits brow shaping, tinting, and combinations of the two. One step up is the Hybrid Brow Colour & Shape — the salon calls it the latest innovation in brow treatments, with customised colour lasting up to 14 days on the skin and up to seven weeks on the hair. Brow lamination solves 'the messy brow issue', creating volume and fullness with a sleek, well-kept shape for up to six weeks.
At the top end is the Ombré Powder Brows cosmetic tattoo: a machine-applied pigment that shades from light at the front of the brow to deeper at the tail, done in a long initial session with a perfecting session six to eight weeks later, and colour boosts as the months go by. The salon notes it suits all skin types and is especially great for mature clients or anyone tired of daily brow makeup — and if you've been tattooed elsewhere before, they ask you to get in touch before booking.
For events, there's a 60-minute full face application, a 30-minute express eye makeup service that includes brows filled, and a 75-minute option called 'That Bit Extra' — full glam for extra special occasions. Faux lashes in strip or cluster form can be added to finish the look.
The waxing menu covers lip, chin and brow-area work through extended and basic bikini, Brazilian (with a dedicated first-time or 6-weeks-plus appointment) and half or full leg and arm waxing. Alongside it all, the salon offers facials, tanning and skincare, with products available to shop online, and gift vouchers for anyone stuck for a present.
What keeps clients coming back, by their own account, is the team. Bianca's lash and brow work earns particular devotion — one longtime client says she 'wouldn't dare let anyone else touch my eyebrows', and another wishes she'd found the salon years earlier than she did. Vanessa gets a nod too, described as 'really professional and friendly' in a review that sums the place up as a little cosy salon where you instantly unwind.
Practically, it's easy to plan around: the salon sits at 238 Jervois Road in Herne Bay, opens Tuesday through Saturday with late evenings midweek, takes bookings online, and accepts everything from Visa and Mastercard to Apple Pay and PayPal. And if your hair needs attention while you're in the mood for beauty, sister salon Frenchie & Co is part of the same family — the team will happily point you their way.