#Japan #Tokyo #HBL BEAUTY #HOLLYWOOD BROW LIFT #JULIA IVY

HBL BEAUTY to Launch at @cosme Stores

Introduction of HBL BEAUTY
JULIA IVY Co., Ltd., a Tokyo-based company led by President Hitomi Fukui, introduces HBL BEAUTY, an exclusive eyebrow cosmetic brand. From November 27, 2025, to January 27, 2026, customers will enjoy a unique opportunity to visit select @cosme beauty stores across Japan to explore the innovative products developed under the concept of "Cosmetics to Enhance Your Natural Eyebrows".

A Unique Retail Experience
During this limited-time period, beauty enthusiasts can enjoy a hands-on experience with HBL BEAUTY's best-selling items, including the award-winning HBL 3D Cushion Brow, designed to help users achieve stunning eyebrow looks just in time for the festive seasons. This pop-up store allows customers to view, test, and purchase products directly, addressing their desire to try before buying, which becomes particularly critical during holiday party seasons.

Addressing Eyebrow Dilemmas
Surprisingly, nearly half of consumers—49%—experience difficulty when selecting eyebrow cosmetics. The primary reasons cited include uncertainty about which products match their unique hair and skin types (46.5%) and being overwhelmed by the range of choices available (43.7%). These statistics highlight a clear need for more environments where consumers can experience and try eyebrow products in real-time.

User Preferences and Market Insights
According to findings, the most pivotal factor influencing consumer choice in eyebrow cosmetics is usability, with 48.6% of respondents prioritizing ease of application over price or color. Other surveys reveal that about 90% of users feel intimidated by eyebrow makeup, emphasizing a vacancy for products that are approachable and user-friendly for all consumers.

A Solution to Market Issues
Historically, HBL BEAUTY products have been primarily available online or through eyebrow salons, leading customers to express desires for more physical locations to experience the products. By establishing a presence in the popular @cosme stores, HBL BEAUTY aims to expand access to its salon-quality eyebrow cosmetics and contribute to the overall enhancement of the eyebrow cosmetic experience within the category.

Event Details

• - Duration: November 27, 2025 - January 27, 2026
• - Locations:

@cosme TOKYO
@cosme OSAKA
@cosme NAGOYA & mozo Wonder City
Sapporo Stella Place
Amu Est Hakata, Fukuoka
Kanazawa Forus, Ishikawa

• - Store Hours: As per location's normal operational hours
• - Featured Products: HBL 3D Cushion Brow, HBL Eyebrow Styling Mascara, HBL Eyebrow End Pencil 0.8, HBL Eyebrow Art Liquid Pen, HBL 4D Eyebrow Powder, HBL Eyebrow Pencil, HBL Secret Stick, among others.

Spotlight on Award-Winning Products
HBL BEAUTY has gained significant acclaim within just a short time, winning numerous awards from leading beauty magazines like ViVi and BITEKI, with a total of 17 accolades. Consumers love the unique HBL 3D Cushion Brow, the only cushion-type eyebrow makeup in Japan, which combines the benefits of both powder and liquid formulations to create a soft, three-dimensional look.

The Perfect Solution for Holiday Season Eyebrow Woes
The timing of this event aligns perfectly with the holiday season, traditionally filled with social gatherings and festive events. HBL BEAUTY's offerings allow individuals to perfect their eyebrow game before these critical moments, providing a chance to discover products that suit them best, straightforwardly elevating their appearance without the overwhelming technicalities of conventional makeup.

Conclusion
HBL BEAUTY seeks to change the perception of eyebrow cosmetics from an arduous task to an enjoyable experience. Through the upcoming @cosme presence, the company intends to cultivate a new beauty culture in Japan, one where everyone can confidently embrace their unique brows without hesitation. For more details, visit the official website of HBL BEAUTY here.

About the Company
Established in June 2020, JULIA IVY, located in Meguro, Tokyo, aims to revolutionize eyebrow care through innovative products and services backed by vast consumer data. With over 7 million recorded eyebrow data, they persistently refine their offerings to ensure high accessibility and effectiveness in eyebrow cosmetics for all.