The 2019-2022 brow styling trend using bar soap to create fluffy, brushed-up, laminated-looking eyebrows, popularized by makeup artists as a DIY alternative to professional brow lamination.
Origins
Soap brows emerged in September 2019 as makeup artists shared an old beauty trick:
- Technique: Wet soap bar, brush onto spoolie, brush brows upward
- Effect: Feathered, fluffy, laminated appearance
- Cost: $3 soap vs. $80 brow lamination
- Pioneers: Makeup artist Alexa Valentine, others sharing technique
The trend aligned with “boy brow” aesthetic—natural, thick, brushed-up brows replacing thin, sculpted 2010s brows.
The Technique
Soap brows followed specific method:
How to:
- Wet bar soap slightly (glycerin soap best)
- Rub clean spoolie on wet soap
- Brush brows upward and outward
- Press hairs into place
- Let dry (creates hold)
Popular soaps:
- Pears Soap ($3): Glycerin-based, gentle
- Neutrogena Facial Bar ($5): Fragrance-free
- Dove Beauty Bar ($2): Moisturizing
Literally pennies per application vs. $80-150 professional lamination.
Instagram Popularity
#SoapBrows reached 580 million+ views:
Content types:
- Tutorial videos (makeup artists)
- Before/after transformations
- Product recommendations
- Comparison vs. brow gels
Makeup artists like Alexa Valentine, Patrick Starr demonstrated the technique, generating millions of views.
Boy Brow Aesthetic
Soap brows fit broader trend:
The look:
- Thick, natural brows
- Brushed upward (feathered effect)
- Visible hairs (not filled in heavily)
- Laminated appearance without salon
Cultural shift:
- Away from thin 2010s brows
- Toward natural, full 2020s brows
- Gender-neutral grooming
- Low-maintenance beauty
Professional Lamination Alternative
Soap brows competed with brow services:
Professional lamination:
- Salon service ($80-150)
- Lasts 6-8 weeks
- Chemical processing
- Perfect, consistent results
Soap brows:
- DIY, daily ($0 after soap purchase)
- Temporary (washes off)
- No chemicals
- Practice needed for skill
The DIY option democratized the laminated brow look.
Product Innovations
Brands capitalized on trend:
Brow soaps launched:
- West Barn Co Brow Styling Soap ($16): Purpose-made
- NYX Brow Glue ($6): Soap-like gel
- Kulfi Beauty Eyebrow Tweezers (included soap)
Brow gels evolved:
- Stronger hold formulas
- Clear gels for natural look
- Soap-like consistency
Companies packaged soap specifically for brows, charging premium over regular soap.
Common Challenges
TikTok featured soap brow struggles:
Problems:
- Flaking (too much soap)
- Stiff, unnatural look (over-application)
- Sparse brows looking worse
- Soap irritation (sensitive skin)
- Inconsistent results (practice needed)
Solutions:
- Less is more (light application)
- Quality glycerin soap
- Patch test first
- Practice technique
- Set with brow gel on top
Dermatologist Concerns
Skincare professionals warned:
Potential issues:
- Soap pH disrupting skin barrier
- Irritation around eye area
- Drying brow hairs
- Not designed for facial use
Safer alternatives:
- Purpose-made brow gels
- Professional lamination
- Eyebrow wax/pomade
The convenience vs. safety debate emerged—cheap but potentially irritating.
Gen Z Adoption
TikTok amplified trend to younger audiences:
- Accessibility: Anyone could try ($3 soap)
- DIY appeal: Home beauty trend
- Natural aesthetic: Aligned with Gen Z minimalism
- Tutorial culture: Easy to learn via video
The trend peaked during 2020 lockdowns when salons closed—perfect timing for DIY techniques.
Peak and Decline
Soap brows peaked 2020-2021:
- Pandemic DIY: Salon closures = home alternatives
- 580 million+ views: TikTok saturation
- Product launches: Brands entering market
Decline 2022-2023:
- Better products: Purpose-made brow gels improved
- Professional services returned: Salons reopened
- Irritation concerns: Dermatologist warnings
- Technique fatigue: Moved to next trend
Brow Evolution Context
Soap brows fit eyebrow trend history:
Timeline:
- 1990s: Thin, over-plucked
- 2000s: Thin, angular
- 2010-2015: Bold, filled Instagram brows
- 2016-2023: Natural, fluffy, boy brows
- Soap brows: DIY fluffy brow peak
The technique captured specific moment in brow aesthetic evolution.
Current Status
By 2023, soap brows declined:
- Professional lamination preferred
- Better brow gels available
- Moved to next grooming trend
- Technique still used but not viral
Soap brows became knowledge passed down rather than trending topic.
Legacy
The soap brow trend demonstrated:
- DIY beauty thriving during lockdowns
- Old tricks becoming new via social media
- Accessibility driving adoption ($3 soap vs. $80 service)
- Platform power (TikTok/Instagram tutorials)
Soap brows proved that inexpensive techniques could compete with professional services when demonstrated effectively on social platforms.
Sources:
- Allure: “How to Get Soap Brows” (2019)
- Teen Vogue: “The Soap Brow Trend Explained” (2020)
- Byrdie: “Are Soap Brows Safe?” (2020)