Meet Jenepher Reynolds—the PEI founder who just took top honours in Makeup in NYC – most innovative brand in the makeup category of the Beauty Tank – and is heading to Toronto with Canada’s Atlantic business mission on November 19–20. Her Eyebrow I.D. System—biodegradable, reusable stencils designed for women 45+ and chemo survivors—solves a real confidence problem with smart, sustainable design. In our Q&A, Jenepher walks us through the inspiration, the tech behind the stencils, and why this is the kind of beauty innovation that actually makes life easier. —Noa Nichol
Congratulations on winning — what was the moment like, and how has that recognition changed momentum for Jenn of Arch?
Winning in New York validated the years of work that went into creating something truly different. It gave the brand credibility with investors, buyers, and media. It also confirmed there’s a demand for products that solve real problems, not just follow trends. The recognition has already opened doors for export and retail conversations that would have taken much longer otherwise.
Walk us through the Eyebrow I.D. System — how does it work, and what inspired the one-piece stencil concept?
The system was designed to make professional-looking brows fast and foolproof. It includes a one-piece, hands-free stencil that aligns both brows at once, with a perforated center for asymmetry. Paired with the Arch Filler powder, it shapes and fills brows in minutes. The idea came from years of watching clients struggle to match their brows evenly. I wanted to give them an easy, sustainable tool that eliminates the guesswork.
You’ve designed this for women 45+ and chemo survivors — what specific needs did you hear from these customers that guided the product design?
They needed something easy to use, gentle on skin, and consistent. Many had thinning brows and were frustrated with products that required guesswork or multiple steps. They wanted to feel like themselves again, without spending time or money in a salon. That feedback shaped every detail of the design.
The stencils are reusable for up to a year and biodegradable — tell us about the materials and manufacturing choices that make the system eco-conscious.
The stencils are made from a skin-safe adhesive material that is washable. Every component was chosen to reduce waste while maintaining performance.
From prototype to launch, what was the biggest technical or design challenge you faced, How did you solve it?
Getting the designs just right. The 3 stencils went through a number of iterations. Women over 45 have smaller brows than a 20 something so I had to ensure the sizing would work for them.
How did your judging panel feedback in NYC influence your go-to-market plans or product tweaks (if at all)?
The judges emphasized how unique the one-piece concept is and encouraged leaning into its simplicity. Along with the feasible price of the stencils.
What safety and regulatory testing did you perform to ensure that the adhesive and powders are skin-safe for sensitive users?
Both products are dermatologist-tested. The adhesive is hypoallergenic, while the Arch Filler is water-resistant, fragrance-free, and formulated to meet both Canadian and U.S. cosmetic regulations.
As you head to the Atlantic Canadian Business Mission in Toronto, what partnerships or retail opportunities are you most excited to pursue?
I’m looking for partnerships with retailers and distributors that align with the brand’s values — inclusivity, sustainability, and real results. I’m also connecting with potential collaborators in health and wellness sectors who support individuals experiencing hair loss.
Price and accessibility matter for your audience — what will the Eyebrow I.D. System retail for, and how will you make it easy for the women who need it most to access?
The system will retail between $45 and $59 depending on the bundle. It will be available on JennofArch.com with international shipping, and plans are in place for select retailers and online partners. The goal is to keep it affordable, durable, and easy to replenish.
For other founders building beauty solutions with a social purpose — especially in smaller markets like PEI — what practical advice would you share about scaling, funding, and getting noticed internationally?
Don’t wait for perfect conditions. Build lean, test often, and apply for every funding opportunity available. Focus on solving a problem better than anyone else and be consistent in how you show up online.
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