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Understanding Men's Eyebrow Trends in 2025

In an era where personal grooming transcends traditional boundaries, the latest survey by JULIA IVY, the parent company of the innovative eyebrow solution HOLLYWOOD BROW LIFT®, sheds light on the burgeoning field of men's eyebrow makeup and care. Conducted among 500 men aged between 20 to 50, this survey marks a significant dawn in understanding men's aesthetic preferences, especially in relation to eyebrow management.

A Shift in Men's Grooming Habits

The survey’s results are surprising. Approximately 32% of respondents admitted to regularly grooming their eyebrows, with over 20% indicating a frequency of once a week or more. Interestingly, younger generations are at the forefront of this trend. 23.2% of men in their 20s have experienced professional eyebrow services, compared to only 8% of those in their 50s. This highlights a transformative attitude toward grooming, favoring precision and style over mere maintenance.

Increasing Investment in Eyebrow Care

The financial commitment towards eyebrow grooming has seen a significant spike. In 2025, the average expenditure is projected to be around ¥1,385, a stark rise from just ¥487 recorded in previous surveys. Particularly notable is the millennial cohort, with many in their 20s and 30s willing to spend over ¥2,000, reflecting a profound shift in the perception of grooming as a vital aspect of personal care.

Exploring Eyebrow Makeup among Men

Eyebrow makeup is gaining traction, especially among younger men. The survey found that approximately 18.4% of men in their 20s have experimented with eyebrow makeup, indicating a trend not previously associated with male grooming. The reasons cited for trying eyebrow makeup typically include wanting to enhance their appearance and a growing presence of beauty-related content on platforms like Instagram and YouTube.

Participants noted positive feedback post-makeup, with many reporting comments that suggested a more polished appearance, including phrases like, “you look cleaner” or “your look has changed.” However, around 20% of men who have never tried makeup expressed a keen interest, indicating the market's potential to expand further.

Barriers to Entry: Lack of Knowledge

Despite interest, many men feel daunted by the makeup process. 50% of non-experienced respondents highlighted uncertainty on how to proceed, while others noted feeling overwhelmed by the technique's complexity. This gap signifies an opportunity for brands to provide educational tools and guidance that can help demystify eyebrow makeup for beginners.

The Purchase Landscape for Eyebrow Products

When it comes to purchasing eyebrow cosmetics, convenience plays a significant role. The survey revealed that many men prefer to shop at nearby drugstores and variety shops, preferring hands-on purchasing experiences over online shopping. The price is a prominent deciding factor for male buyers, showing a marked difference in priority when compared with female consumers who generally value ease of use more.

Current and Future Trends in Men's Eyebrow Styles

Interestingly, while many men currently favor thicker and more natural-looking brows, there is a noticeable desire for styles that are well-groomed and styled. The split between reality and aspiration suggests that while many men still opt for a rougher look, there is a burgeoning interest in well-defined eyebrow shapes.

Moreover, the survey revealed a surprising interest in colored eyebrows, indicating a willingness among some men to experiment and express their individuality through their brow style. This insight can inspire brands to market a broader range of products tailored to meet these evolving needs.

Expert Insights from JULIA IVY

Hitomi Fukui, the CEO of JULIA IVY, emphasizes the significance of the findings. She notes that the grooming trends among men are not just fads but rather indicative of a deeper societal shift towards personal care. The trend is indicative of an era where men are embracing their grooming routines, much like how women have for decades. Moreover, she advocates for eyebrow grooming as a practice that doesn’t always necessitate complex makeup application but rather can be achieved through simple techniques like styling the natural brow shape.

As the beauty industry evolves, so too does the concept of masculinity in grooming. Companies like HBL BEAUTY are pioneering ways to transform and enhance men's grooming habits, fostering a culture of confidence and empowerment.

Conclusion

As we move forward into 2025, the landscape of men's grooming, particularly around eyebrows, will likely continue to expand and evolve. The HOLLYWOOD BROW LIFT® and brands like HBL BEAUTY are at the forefront of this change, making significant strides in shifting perceptions about men's beauty and grooming.

In conclusion, this survey not only reflects changing attitudes toward men's grooming but also emphasizes the potential for growth and education in this market. As interest in eyebrow makeup and care continues to rise, brands must focus on providing support, products, and knowledge that align with the evolving beauty standards of modern men.