there's something about the refinery

Nestled in the hills of Mission Bay amongst native bush and birdsong, you'll discover The Refinery.

This is where exquisite permanent makeup starts with an elegant design that flows into carefully considered colour selection, executed with a deft hand. 

Sheila Ferneyhough is a certified PhiBrows Artist in eyebrow microblading &  shading from  Phi Academy (the industry gold standard for microblading and permanent cosmetic treatments). And your local specialist in permanent cosmetic enhancements for brows, lips and lashliner.

Pigments are selected from industry leaders for their unmatched quality, these include Brow Daddy Gold Collection, Evenflo from Perma Blend, Phicontour and Phibrows.

Sheila recently sat down with Verve Magazine to talk Brows and Business.  Here are a couple of highlights from the Q&A session - an insight to the method behind the madness.

Why do you think having beautiful eyebrows gives women a sense of confidence and empowerment?   

It’s not limited to women.  Our faces are our primary visual cues for communicating with each other, the eyes being the first point of connection. 

By defining and adjusting the brow, we are clarifying and animating the messages we are conveying; whilst the brow shape itself might be attributed to perceived personality traits (or flaws) for example; if the tails fall too low, it might be considered  a sad expression; fronts too high – maybe fearful; arches too high – perhaps surprised, etc.  

I think the subtleties of our facial expressions can get a little lost in translation, so a fitting set of brows don’t necessarily have to be identical but I do like them to show a neutral interest.

What is the most rewarding part of working in beauty, and of running your own business?  

It’s the most beautiful experience, seeing your client’s face light up when they see their new brows for the first time.  The double entendre  ‘FACE CONFIDENCE’ really captures this,  and that’s why it’s my tagline.  Running The Refinery is exciting EVERY. SINGLE. DAY. I LOVE the initial client appointment in particular, as I’ll design the framework for their new look and draw it directly on their face (AKA mapping & predraw). We’ll make minor changes as we go, to ensure we get the best possible shape for them.

Read the full article here.

 We're excited about being back in Verve Magazine's Best in Beauty (Best in Permanent Makeup & Best in Brows) 2025!  So send us a Virtual Consultation Request to get you on your path to Face Confidence.

Use code VERVE to receive a $50 celebratory discount when you're ready to book your Permanent Makeover service.

In case you haven't heard enough from us. Check out the following editorials which provide interesting insights and practical advice to help you on your permanent cosmetics journey.

Skin Deep: Inside the ritual of PMU precare - Verve Magazine (2025)

The Art of Eyebrow Design - Verve Magazine (2023)

Refining Beauty - Verve Magazine (2022)