#Japan #Meguro #HollyWoodBrowLift #JuliaIvy #EyebrowSolutions

Transforming Beauty: The Renaissance of Hollywood Brow Lift

Hollywood Brow Lift (HBL) by Julia Ivy Co., Ltd., headquartered in Meguro, Tokyo, is making waves in Japan's beauty industry as it celebrates its fifth anniversary. This innovative brand has redefined the way people perceive eyebrow care, shifting the narrative from self-treatment to trusting professionals with one’s eyebrows. The fundamental question that HBL poses is: why do we rely on experts for our hair and eyelashes but often overlook our eyebrows?

A New Era of Eyebrow Care

In July 2025, HBL will unveil its first major rebranding initiative since its inception. This rebranding encompasses a new logo, key visuals, and a fresh tagline that asserts its position as a leading company in eyebrow care: “Trust the Professionals with Your Natural Brow Care.” This new approach emphasizes the belief that eyebrows deserve the same level of professional attention as other aspects of beauty.

The journey HBL has taken to this moment is nothing short of remarkable. Having guided over 7 million brow transformations, they have developed a new beauty culture in Japan centered around professional brow care. While eyebrows dominate 80% of facial impression, the common notion in Japan remains that they are something to be groomed at home. HBL challenges this outdated belief, promoting the importance of expert intervention.

A Unique Approach to Brow Treatment

As an eyebrow solution, HBL’s technique aims to change not only the appearance but the very direction of brow hair growth. Users often notice a significant difference in their brows the morning after treatment; this transformative effect enhances makeup application, boosts self-confidence, and leads to a more cheerful outlook on morning routines. HBL believes in harnessing the power of subtle changes to improve everyday life.

The newly designed website introduces a feature that allows users to easily find recommended salons across the country. This intuitive user interface enables quick reservations in as little as three taps, ensuring that finding the right eyebrow salon is hassle-free. Visit the new brand site to explore more.

Features and New Collaborations

The rebranding also highlights new visuals showcasing popular creators, including the renowned influencer Miyu from the duo BanBanzai, and Majime Murakami, a gymnast who won a medal at the Tokyo 2020 Olympics. These ambassadors embody diverse eyebrow aesthetics, illustrated through interview videos that showcase the versatility and effectiveness of HBL's treatments. Followers can view the latest visuals on HBL’s official Instagram and website, illustrating the culture of aspirational brows.

Background of the Update

The resurgence of brow care culture in Japan can largely be attributed to HBL’s pioneering efforts since its launch in 2020. As the only brand to incorporate the concept of hair growth direction into brow aesthetics, HBL has trained over 10,000 brow artists and facilitated more than 7 million treatments in just five years. Through this rebranding, HBL emphasizes a natural and refined brow look that organically integrates with Japanese hairstyles and lifestyles.

The updated tagline, “Trust the Professionals with Your Natural Brow Care,” reflects a shift towards expressing eyebrow care from the consumer's perspective, encapsulating HBL’s mission to elevate brow care into an art form.

Creating a Profession and Cultural Movement

HBL is not just a product brand; it has engineered the profession of “brow artist” in Japan, establishing a new service category that transcends typical beauty industry offerings. Alongside HBL, the brand launched “HBL BEAUTY” for DIY enthusiasts, which already boasts 17 awards for its products.

Himi Fukui, the CEO of Julia Ivy Co., Ltd., emphasizes the importance of brow care culture: “Eyebrows have always been the last untapped frontier in beauty.” Just as nails and eyelashes have been entrusted to professionals, HBL strives to make eyebrow care a commonly accepted norm, building a culture around it.

With over 700,000 successful treatments and a trained workforce of over 13,000 specialists, HBL is redefining the aesthetic value of eyebrows, paving the way for a new era where professional eyebrow care is celebrated.

As Fukui expresses her vision, HBL aims not to be a fleeting trend but a lasting cultural movement that elevates personal identity and boosts self-esteem through professional brow care. The journey of transforming perceptions around eyebrows has just begun, with a mission to create a time when all can confidently say, “Leave it to the pros.”

Company Overview

• - Company Name: Julia Ivy Co., Ltd.
• - Location: 1-5-4 Higashiyama, Meguro-ku, Tokyo, 153-0043
• - Services Offered: Hollywood Brow Lift, eyebrow product development, brow artist training, and skincare products.
• - Website: HBL Official Site

The launch of HBL’s new brand identity can be seen as a significant milestone in the evolution of eyebrow culture in Japan, building a professional standard for what has traditionally been considered a simple grooming task.