Over the past five years, the eyebrow make-up market has grown considerably as women have become more aware of the benefits of defining their eyebrows to frame their face. As many as 56% of Chinese make-up wearers use eyebrow definer on a daily basis, while half of US women use an eyebrow pencil.  As more permanent techniques of adding colour and definition emerge, eyebrow cosmetics can widen claims to ensure continued regular use in the future.

K-BEAUTY BRINGS BROW INNOVATION

With eyebrow definition important for many women, advancements have been made in more permanent salon and at-home techniques. At-home products are now becoming longer-lasting and reducing the need for daily application. The Etude House Tint My Brows Gel and Tony Moly 7 Day Eyebrow Tattoo are two examples of South Korean cosmetics which offer results lasting many days. With the popularity of K-beauty growing in the West, long-lasting eyebrow products such as these will become more popular.

Tint-my-brows
Etude House Tint My Brows Gel - An innovative peel-off gel that fills in the eyebrows for several days with one simple application.
Tonymoly 7 Days Tatoo Eyebrow – This eyebrow pen is said to last several days, while being easy to use and precise thanks to its fine brush tip.

SALON PERMANENT TECHNIQUES ADVANCE

Salon techniques in brow enhancement have evolved from tattooing to microblading (also known as eyebrow embroidery), which offers a more natural effect, as brows are drawn on in individual strokes, with results lasting around a year. The popularity of on-demand beauty services and mobile therapists has also meant prices of these treatments are falling, making them more accessible for women.

PROMOTING EYEBROW GROWTH

The growing number of semi-permanent and permanent options for defining eyebrows is reducing the need for daily eyebrow makeup application, and potentially damaging future sales in the category. However, these treatments focus only on restoring colour and ensuring it is longer lasting, creating opportunities for eyebrow products to explore hair growth treatments instead, to still ensure regular product use. Looking ahead, anti-ageing eyebrow products which prevent hair loss and thinning associated with ageing can be a route of natural progression for the category.

 

Tint-my-brows
Tint-my-brows
Tint-my-brows
Banila Co. Eye Love Aqua Cream Brow is described as a long-lasting, smudge-proof eyebrow liquid that fills, defines, and lengthens brows.
Talika Liposourcils Eyebrow Lipocils Ink – This product stimulates eyebrow growth while enhancing them with make-up, leaving them looking better-defined, fuller and thicker.
Rouge Bunny Rouge Silhouette of Grace Brow Expert Gel is said to accelerate brow growth, fortify and thicken.

FASHION-LED EYEBROW LAUNCHES

Colour cosmetics benefit from impulse purchasing around fashion trends, but eyebrow products are mostly functional for definition. However, with make-up styles becoming increasingly artistic and adventurous, there is scope for promoting bold and unusual brow looks, incorporating colours, glitter and creative designs. Creating fashion-led eyebrow products which harness popular culture is a great way to tap into such a trend. In March 2017, Sephora launched the Brow Highlighting Gel in Gold, signifying that consumers are interested in more fashion-forward looks.

Charlotte joined Mintel in 2013 as a UK Beauty Analyst and now focuses on the Global Colour Cosmetics and Fragrance markets. Prior to joining Mintel, Charlotte worked at a Beauty PR agency before moving to publisher Bauer Media to work on their women’s magazine portfolio. Charlotte is experienced in analysing consumer behaviours and identifying trends, and has a BA (Hons) in Public Relations & Communications.

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