The beauty industry is constantly evolving, with new trends emerging and consumer expectations shifting towards sustainability and hygiene. One entrepreneur making waves in this space is Wilonda Previlon, founder of The Brush Spa. With a background in oral care and social media influencing, Wilonda has brought a fresh perspective to beauty hygiene, offering a unique service that helps extend the life of makeup tools while promoting proper sanitation. In this exclusive interview with The Luxe Scoop, Wilonda shares her journey, challenges, and vision for The Brush Spa.
The Luxe Scoop: What inspired you to create The Brush Spa, and how did your background in oral care and social media influencing shape your approach to this venture?
Wilonda Previlon: As a full-time content creator in the U.S., I realized how important my makeup brushes and tools were to me. I used them almost daily, but it wasn’t until I moved to Dubai that I truly understood the magnitude of the beauty industry in the Middle East. Coming from a dental background, I learned the importance of properly cleaning and sanitizing tools to prevent cross-contamination. This completely changed my perspective on germs and bacteria in our everyday lives. Combining my knowledge of beauty as an influencer with the hygiene education I gained in the dental field, The Brush Spa was born.
Wilonda Previlon: Learning the bureaucracy of opening a business in another country is always challenging. Dubai, however, does a great job of welcoming new businesses with a relatively straightforward approval process. My main challenge was finding the right people to execute my vision, as I had no prior connections here. Starting from the ground up is a slow process that requires patience and trust. It’s an ongoing journey—not just an obstacle to overcome but something to navigate and work with sustainably.
Wilonda Previlon: The first step in changing the conversation around waste is raising awareness that alternatives exist. Not many people think about makeup brush waste. We see brands implementing sustainability initiatives like using recycled packaging or refillable products, but what else? Many of these efforts have been around for decades and may not be as effective as we think. The Brush Spa offers beauty lovers a way to keep their tools in optimal condition, prolonging their lifespan and, in turn, reducing consumption and environmental waste.
Wilonda Previlon: Unless you’re a makeup artist trained in hygiene protocols, bacterial growth and proper sanitization often aren’t top of mind for everyday makeup users. The focus is usually on the final look—whether it’s a ‘beat face’ or a quick everyday application. Many people don’t realize that keeping brushes in dark, damp areas (like handbags) can encourage bacteria growth. Proper cleaning techniques and hygiene practices are rarely discussed because they aren’t considered ‘glamorous.’ The Brush Spa is here to educate and bring awareness to everyday makeup lovers who may not have learned what professional makeup artists know.
Wilonda Previlon: We are the first and only service of our kind in the UAE—that alone sets us apart. You can’t get this service anywhere else. Our unique cleaning methods and products were developed using my 10 years of hygiene knowledge from my dental background, combined with extensive trial and error. When you’re the first to do something, you’ll have more failures than wins because you’re creating a blueprint from scratch rather than following an existing one.
Wilonda Previlon: The biggest trend I’ve noticed is that the beauty industry isn’t slowing down. New brands emerge every month, and many products require makeup brushes for application. While colors and formulations may change, the industry is worth billions and continues to thrive. At The Brush Spa, we are constantly adapting to industry trends, particularly as consumers gravitate toward sustainability and mindful consumption.
Wilonda Previlon: First, know who you are as a person. Second, go all in! Many aspiring entrepreneurs jump on every trend, even if it doesn’t align with their brand or values. This can lead to losing one’s identity, failing to bring fresh ideas, and ultimately experiencing burnout. I also encourage entrepreneurs to be vocal about their businesses. When I started YouTube in 2012, I was hesitant to share my platform. Back then, social media was still considered ‘weird’ for personal exposure. In hindsight, I tell all aspiring entrepreneurs to be loud and proud—let everyone know about your business and shout it from the rooftops!
Wilonda Previlon: Haitians are natural hustlers—it’s in our DNA. We are resilient and passionate about anything we put our name behind. Growing up in the U.S. taught me the structural and professional side of business. Merging both cultural influences has created a unique entrepreneurial approach that I wouldn’t trade for anything.
Wilonda Previlon: I just do it! Is it overwhelming? Absolutely. But when you’re passionate and running on adrenaline for something you believe in, it doesn’t feel as overwhelming in the moment. It’s only when people point it out that I take a step back and realize how much I’m handling. At the end of the day, I enjoy the process, which makes it all worth it.
Wilonda Previlon: Absolutely! We are just getting started, and the future plans I have for The Brush Spa excite me. I don’t want to say too much because I believe actions speak louder than words. All I’ll say is—stay tuned and watch us grow, Inshallah!
