Beauty & Hairdressing Issue 07

........................................................................................................................................................ Beauty: Brow treatments
the Brow
Lamination, bespoke colouring and fluffy
finishes are set to big in brows for 2020.
Brow treatments have been big business over the last decade,
with myriad professional treatments and products developed to
shape and tame unruly hairs, thicken sparse brows and help clients
achieve bespoke eyebrows that perfectly frame the face.
As we enter a new decade, the thirst for beautiful brows shows no
sign of stopping, with Brow Lamination just one of the latest bespoke
salon treatments to hit the market, along with the continued popularity
of Semi Permanent Make-up (SPMU), Microblading, Brow Tinting, and
daily Serums.
“Brow treatments are more popular than ever before - everyone wants
their brows to look on point all the time,” says Natalie Piper, Business
Development Manager at The Eyelash Design Company. “Brows
shape the face and accentuate features; this is why clients are looking
for treatments to perfect their brows - and so they don’t have to worry
about styling them into place every day. The need to streamline time
spent on everyday beauty routines has pushed the development of
new treatments with low maintenance results.”
“Brows continue to be the most important defining facial feature and
professionally groomed brows can totally transform your appearance,”
adds Permanent Make-up Specialist ,Tracie Giles. “Brow treatments
can be used to balance your features, enhance your eyes and even
help to reverse the signs of ageing. Clients recognise the importance
of maintaining perfect brows and as trends change they are willing
to invest in treatments that can help them to recreate their favourite
celebrity look, stay on trend and look fabulous.”
“The continued boom in lash and brow treatments has meant there
has never been a better or more important time for salons to have a
full treatment repertoire,” advise Hive of Beauty. “Indeed, according
to Google’s ‘Year in Search’, Brow Lamination was one of the top ten
beauty searches in 2019, with popularity of brow lamination and lash
lift treatments showing no sign of slowing down in 2020.”
“2019 [saw] a definite shift away from the overdone, perfectly
groomed brow towards a softer, more natural brow and we predict
this trend will continue to continue into 2020 and beyond,” says
Tracie. “[We] have always focused on enhancing and embracing our
client’s natural brows, with clients opting for natural looking brows
enhanced with permanent make-up to make them full, beautiful and
professionally shaped to compliment and balance their facial features.
“A higher brow arch is very popular at the moment.”
Lisa Stone, Brow Expert and Salon System Educator, believes bold
brows will still be popular, but agrees that ‘perfect’ brows will be
redefined. “Today’s current trend is big, bold, strong brows, this style
has dominated 2019 and we will see it continue into 2020, but there
will be a slight softening to the big, bold strong brow with a little more
‘texture” and “fluffy” less block look and more “natural”, enhancing
colour to correct and disguise,” she says.
“On the 2020 spring catwalks we spotted natural brows with soft 3D
definition, described as the ‘shadow-effect brow’. While the ‘dewy
brow’ also stood out on the runways, a wet-look glossy brow that calls
for wax-finish formulas and generous layers of clear brow gel,” says
Caron Lee, Brow by Mii expert.
One of the new treatments for creating softer, fluffier yet fuller brows is
of course Brow Lamination. “Brow lamination has taken Instagram by
storm, it’s definitely one of our most popular treatments,” says Sonu,
owner of One Stop Tanning & Beauty in Islington. “Essentially it’s a
brow perm that holds your brows in the desired brushed up direction
for up to six weeks. In combination with a tint you will be left with fuller
fluffier Cara Delevingne looking brows!”
“Brow Lamination is currently the most requested beauty treatment,”
agrees Natalie Piper. “The service realigns brow hairs into shape,
adding fullness and definition. This only takes around 45 - 60 minutes
and is the perfect treatment for someone who has non-uniform brow
arches or lack of brow shape.
“It’s all about a fluffy and full brow look, although some clients opt for
a smart and well-groomed natural version of this look. This is one of
the reasons why Brow Lamination is proving so popular - with this
treatment, brows can be brushed up to be more bold, or brushed in a
more natural style.”
On demand beauty services provider, blow Ltd, have recently
introduced Brow Lamination which can be booked at home as a
stand-alone service, or part of their complete Brow Lamination, Wax &
Tint treatment.
Fiona McIntosh, Co-founder and creative director of blow Ltd explains:
“Brow Lamination is the perfect new service for our clients who are
always on the look-out for innovative new treatments. It definitely has
the wow factor and works brilliantly well if you already have thicker
brows or want to fill in annoying gaps. Now we can offer our clients a
full set of super-professional lash and brow services at home, at a time
that suits them.”
Demand for bespoke coloured brows will also come to the fore,
predicts Lisa. “Bold strong brows will continue to dominate the
industry whether that’s intense vivid colour, harmonizing hair and brow
colour together or creating bold fashion statements or a blonde brow
is increasingly growing in popularity and prominent on the catwalks.
Ruth Atkins, Lash Expert and Salon System Educator, agrees: “For
2020 therapists are really going to be taking brow colouring to the next
level by introducing an average of three tint colours together, to create
a bespoke colour customisation service for their clients. By analysing
the natural cool and warm tones of their clients, their hair colour, eyes
and skin tone, the therapist can undertake the browista techniques by
RefectoCil by becoming a creative colourist for the brows.”
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