It’s not just major franchises that are seeing the opportunity – budding entrepreneurs have cashed in on the enormous trend and have managed to build a multi-million dollar business.

While lash tinting, curling and lifting are on the rise in popularity, she says Benefit doesn’t have any plans to offer these services at this stage and although dedicated Benefit Boutiques exist in other markets including the US, UK and Europe there has been discussions about a potential stand-alone boutique but there are no definite plans at this stage. “The one shade suits all pencil of yesteryear has been replaced with an abundance of gels, pencils, waxes, creams and crayons.” Hannah also admits that the launch of a wider range of products has contributed to the brow craze.

The hashtag #browsonfleek has over 3.5million tags,” she says. Fuelled by social media, trends are shared globally within seconds and recreated within minutes. “The beauty trend space as a whole has grown exponentially in the last decade. Mutze says that trend for brows can be attributed to many factors including the popularity of celebrities including model Cara Delevigne who made brows cool again by embracing her famous oversized pair. Benefit offered waxing for brows in its very first cosmetics store in San Francisco in 1976, well ahead of the brow resurgence of the last 10 years. Benefit also operates more than 2,800 BrowBars around the world in 43 countries which sees the company wax over 5 million brows every year.īenefit, National Brow Artist Hannah Mutze reveals that the company’s founders Jean and Jane Ford always believed in the power of great brows. Fast forward to today and to date in 2019 Benefit BrowBars are waxing 20,000 brows per month and such is the popularity the brand now has 29 Myer BrowBars and by October 2019 will boast 19 bars in Sephora. In the past decade many beauty salons dedicated solely to eyebrows and lashes have started popping up offering a service menu to women ranging from brow waxing to microblading along with lash extensions and lash lifts.Īmong the pioneers of the dedicated brow space was Benefit who opened their first Australian Browbar in Sydney during 2009. The rise and rise of bold brows and eyelash extensions are accounting for a huge slice of the beauty market with salon owners keen to specialise in the booming trend.

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