The SW Brand is the brainchild of Sophie Walters – master lash technician, trainer, and cheerleader for beauty queens everywhere. With over 17 years of experience, Sophie has built not just a thriving salon but a sought-after training academy, dedicated to empowering others to create successful beauty careers with skills and confidence that stand out in a competitive industry.

Sophie’s journey began with determination and resilience. Pregnant, unemployed, and living in her mother’s home, Sophie took a leap of faith by investing in a lash training course with no guarantees. Starting in her living room, she honed her craft while raising her son, Harley. Over time, her hard work and passion led to the opening of her own salon and the creation of training programs that reflect her meticulous standards and innovative techniques.

The SW Brand salon experience is second to none, and it reflects Sophie’s dedication to excellence. Located in Kidwelly, the salon is designed to be a luxurious, welcoming retreat for every client. From the moment they arrive, clients are treated to thoughtful details that elevate their experience: heated beds with a relaxing Shakti massage, a calming atmosphere, and the expertise of highly trained technicians. Each treatment is tailored to the individual, with every lash fan handcrafted to ensure both stunning results and the health of natural lashes. Sophie’s passion for creating a safe, inclusive, and tranquil environment ensures every client feels valued and beautiful.

Through her in-house training, Sophie invites aspiring beauty professionals into this same world of excellence. Her hands-on approach teaches students not just the advanced skills of lash and brow artistry but also the importance of creating an exceptional client experience. From learning techniques like fan creation and styling to understanding the science behind lash health, students leave equipped to offer services that match the high standards of the SW Brand salon.

But Sophie’s training is about more than skills—it’s about transformation. Sophie’s mission is to provide a higher standard of beauty treatments and training that yield better results and create sustainable, rewarding career opportunities. Whether you’re just starting out or ready to elevate your craft, training with Sophie means learning the secrets of her success and stepping into a brighter future.