About Us


Dawn McCall


Dawn founded Beautiful Secrets LLC in July 2012. She is a Licensed Esthetician, Certified PMU Artist, and a Certified Xtreme Lashes Stylist. Prior to becoming a Lash Stylist, Dawn was a Clinical Research Coordinator at the University of Pennsylvania’s Abramson Cancer Center in the Department of Radiation Oncology for ten years. While working at Penn she founded Quality Living Standards LLC, a property management & construction company in 2006. After her departure from Penn in 2012, Dawn set the goal of helping people feel better about themselves. She successfully completed training with Xtreme Lashes and became a Certified Xtreme Lashes Stylist in 2012. Furthering her goal, she obtained her Esthetics License in 2016, and completed the 3D-Scalp Micropigmentation "SMP" and Microblading/Microshading (PMU) program in 2017. Redwood Studio is now offering these cutting edge new services. To date, Dawn has performed several SMP treatments, countless lash applications, and facials to numerous clients. After completing SMP training with HeadStrong NYC, Dawn developed HeadLiners INK, with additional permanent cosmetic procedures slated to debut soon. 

In January 2017, Dawn decided to expand her small business, move into a larger location, and add other beauty service providers.  She opened the Redwood Studio in Bala Cynwyd, where she could operate her own business, while serving as an incubator for other small business owners. They have rented space to work and host training and entertainment events such as Painting with a Twist, make-up application classes, and Essential Oil workshops. In Dawn’s words….” I’ve always had an entrepreneurial spirit! Since I was a teenager, I’ve started several businesses, from a home-based hair salon to credit repair to resume writing. At this stage of my life I wanted to do something fun and rewarding. I found that perfect combination with Esthetics, Permanent Makeup & Xtreme Lashes. I love the freedom of being self-employed. Not only can I make my client’s look and feel good, but I also get to know a little bit about them as we share stories about our families, career and challenges. I’ve truly found common ground and friendship with women from all walks of life through my business. I watch my clients leave with an enhanced look and more self-confidence than when they came in. What job could be better than that!”