Brushed-Up Brow Movement
Brow lamination - chemical treatment lifting and setting brow hairs upward for fluffy, fuller appearance - became 2019-2023’s dominant brow trend, replacing microblading and reversing thin-brow eras.
The process: Chemical solution breaks down hair bonds, brows brushed upward, set in place; lasts 6-8 weeks; $50-150 professional treatment
DIY version: “Soap brows” using bar soap or Got2B Glued gel; temporary daily version
Why it exploded: Natural, low-maintenance; works on thin brows; Instagram-friendly; no permanent commitment like microblading
Influencer adoption: Hailey Bieber, Bella Hadid’s fluffy brows became blueprint; “boy brows” aesthetic
At-home kits: Lovoir, BrowTycoon selling DIY lamination kits ($20-40); salon service democratized
Salon boom: Every brow bar added lamination; replaced threading/waxing as main service
Risks: Over-processing causes breakage, chemical burns, allergic reactions; unlicensed providers problematic
Natural brow celebration: Rejected 2000s thin brows, heavy Instagram brows; embraced natural fullness
Pandemic boost: Low-maintenance beauty during lockdown; grow-out-friendly
Legacy: Shifted brow ideal from sculpted/filled to natural/brushed; soap brows remain free alternative
Laminated brows represent beauty’s pendulum swing - from over-plucked 2000s to over-filled 2010s to natural-enhanced 2020s.
Sources:
https://www.allure.com/
https://www.harpersbazaar.com/