Reign & Co. Expands to Menomonie

“Does it hurt?” That is the question most often asked about permanent cosmetics. Sheila Joles, co-owner of Reign & Co. beauty bar in Menomonie, can assure you that you will feel little or no pain.

“While permanent cosmetics is essentially a tattoo technique, topical numbing cream is used prior to beginning and continuously throughout the entire treatment to ensure you are as comfortable as possible,” Joles said.

Reign & Co.’s team of licensed professionals specializes in permanent cosmetics that create filled-in brows (microblading), tinted lips (lip blush), and crisp eyeliner, as well as lash extensions that enhance the length, curliness, and fullness of natural eyelashes.

“Our goal is always to give our clients the most realistic and beautiful results,” co-owner Shonna Health said.

Aesthetician Samantha Frazier provides skincare such as facials, dermaplaning, and microdermabrasion. Other services available include lash lifting and tinting, body waxing and teeth whitening.

“We pride ourselves in upholding the highest standards in quality while remaining focused on the integrity and compassion within the beauty industry,” Joles said.

Joles opened the first Reign & Co. in Wausau in 2016 and expanded to Eau Claire two years later. She and long-time employee Shonna Health partnered to open the Menomonie location this past September. Bare Body Waxing, owned by Cami Freagon, is located within Reign & Co. and offers full body waxing.

Reign & Co. is open by appointment only. More information and a link to make an appointment can be found on their Facebook page and website. Reign & Co. can be reached by calling 715-450-6054 or emailing