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This article was originally published in Cosmetics Business’ Men’s Grooming Trend Report. Receive your copy here
From Greta Garbo’s expressive arches to the luxuriant brows of Brooke Shields and Cara Delevingne, women have long relied on the ability of a well-groomed eyebrow to bring symmetry and drama to the face. But boys are increasingly getting in on the act, with brow bars and cosmetic brands alike noting an uptick in – mostly young, Gen Z men – aiming for full-yet-controlled brows that frame the face without looking overdone.
The founder of Blink Brow Bar, Vanita Parti, says she has seen a shift from “sheepish” male clients being dragged in with their girlfriends to guys opting for regular self-care sessions. “Just as they get haircuts, many [men] are now shaping their brows too,” she tells Cosmetics Business. “We notice a shift in culture with younger men, around 20 to 30, coming in for brow shapes as part of their regular grooming routine.”
“What’s driving this is a mix of changing attitudes and greater visibility of male grooming overall,” says Kim O’Sullivan, owner and founder of Brow Aid. “Social media, barbers and skin care brands have helped normalise the idea that well-groomed brows can subtly improve someone’s appearance without looking overly ‘done.’ Many men are looking for products that help tidy, shape, or fill sparse areas while keeping a natural look.”
O’Sullivan adds that platforms like TikTok, Instagram and YouTube have normalised male grooming, and have made tutorials and product recommendations widely accessible. “As a result, younger men are far more comfortable experimenting with grooming products,” she says.
Many men are looking for products that help tidy, shape or fill sparse areas while keeping a natural look - Kim O'Sullivan, owner & founder, Brow Aid
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