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New Era in Eyebrow Makeup: HBL BEAUTY’s Eyebrow Booster

In a time when one in every two individuals struggles with their eyebrows, HBL BEAUTY offers an innovative solution with the launch of their new product, the Eyebrow Booster. Featuring insights from 7 million eyebrows, this new approach helps set the hair direction and lay the foundation for perfect eyebrow makeup, becoming a new standard for all makeup enthusiasts.

Introducing HBL BEAUTY: Leading the Eyebrow Revolution

Founded by Julia Ivy Corporation, headquartered in Meguro City, Tokyo, HBL BEAUTY specializes in eyebrow cosmetics. The company is spearheaded by President Hitomi Fukui, and their latest release, the styling mascara Rich Serum Clear, represents a significant stride in eyebrow care. Rather than merely enhancing non-existent parts, this new approach emphasizes laying the groundwork for natural-looking eyebrows, akin to the primer for foundation application in makeup routines.

The Demand for the Eyebrow Booster

According to the Eyebrow Trend White Paper Vol. 7 recently conducted by HBL, about 52.4% of women report feeling troubled by their eyebrows. Their findings showcase a rising trend not solely focused on painting brows but on achieving a harmonious direction and naturally beautiful brow shapes.

This shift in focus towards promoting one’s natural brows reveals a fundamental change in the market. HBL BEAUTY aims to introduce a new routine, advocating for structuring hair direction before drawing them, allowing for a more organic and effortless look.

The Concept Behind the Eyebrow Booster

The Eyebrow Booster is a revolutionary item that sets the hair direction as the first step in the brow makeup process. This idea was cultivated from the wealth of experience gained through interactions with 7 million eyebrows across approximately 13,000 salons nationwide. The takeaway from working closely with such numerous brows is that true beauty lies not solely in painting skills but in the direction of hair. By aligning the hair flow, the natural shape of the eyebrow surfaces, revealing the best drawing lines naturally. With the Eyebrow Booster, HBL BEAUTY intends to redefine eyebrow makeup, allowing users to see the ideal shape in just five seconds and helping create beautiful brows effortlessly.

New Product: Styling Mascara Rich Serum Clear

Product Overview

• - Name: HBL Eyebrow Styling Mascara 01 Rich Serum Clear
• - Volume: 3.3g
• - Price: 3,960 JPY (including tax)
• - Release Date: September 24, 2026

Four Key Features

The clear formula of the styling mascara has been revitalized to enhance care ingredients supporting natural eyebrow growth. Filled with 30% black pigment for superior transparency, it appeals to those looking for enhanced eyebrow care.

For Those Seeking Natural Eyebrows

HBL BEAUTY is committed to a world where no one has to struggle with eyebrow makeup. The brand, with its insights from 7 million eyebrows, shifts the perception from how to draw eyebrows to ensuring users can draw them naturally and effortlessly.

The Eyebrow Booster reflects an extraordinary blend of expertise and groundbreaking innovation that allows consumers to realize their ideal brows without requiring professional skills. HBL BEAUTY’s products have rapidly gained acclaim in the beauty world, receiving 40 best cosmetic awards in a mere year and a half since the brand's inception in March 2025, proving to be a go-to brand among beauty professionals.

Aim for Zero Eyebrow Makeup Struggles

As part of their mission, HBL BEAUTY aspires for a world devoid of eyebrow-related woes, assuring everyone can enjoy eyebrow makeup that reflects their individuality. By merging expert knowledge with innovative offerings, the brand seeks to establish a new standard in eyebrow styling and allow clients to find delight in their unique brows.

Availability

Physical Locations

• - @cosme TOKYO, OSAKA, NAGOYA
• - Shibuya Loft, Ginza Loft
• - Cosme Kitchen / Biople (Nationwide)
• - Over 13,000 HBL salon partners nationwide

Note: Not all stores may carry this product. Please check with your local store for availability.

Online

• - HBL BEAUTY Official Online Store
• - MASH GO GEEN STORE
• - Amazon
• - Qoo10

About HBL BEAUTY

HBL BEAUTY aims to transform any eyebrow into a beautiful one—highlighting the profound impact a well-groomed brow can have on one’s life. With the experience of 7 million eyebrow treatments, HBL focuses not just on cosmetics but on delivering tools that enhance natural beauty easily and confidently. Whether a consumer lacks makeup skills or simply seeks an effortless look, HBL offers products that lead to remarkable transformations.

Founded under Julia Ivy Corporation, which awards the prestigious “Japan Beauty Company Award,” HBL facilitates a culture of eyebrow care while firmly establishing its presence in Japan’s beauty industry since transitioning from Hollywood Brow Lift to HBL. Each effort aims to perfect the art of enhancing natural eyebrow beauty, steering away from traditional methods and inspiring self-confidence among users.