Nobody wakes up wanting a straight brow. What they actually want is:

• softer features
• more youthful-looking eyes
• makeup that feels effortless
• that expensive-looking beauty aesthetic that's difficult to put your finger on

And increasingly, straight brows are becoming the way people get there.

For years, the beauty industry told us that more lift was always better - higher arches, horizontal brow hairs to look more permanently 'snatched'. But after shaping more than 20 million brows over the last 20+ years, we've noticed something interesting happening in our treatment chairs: people are asking for less. Less definition, less structure.

Straight brows have been a key moment that’s driven the K-Beauty aesthetic for years, mainly due to the fact they create a more youthful look - making us wonder why it’s taken so long for the west to catch up.

Minimal sharpness, fresh, effortless - all things that align perfectly with the wider K-Beauty philosophy of elevating your features subtly as opposed to making dramatic (or even drastic) transformations.

As we move away from full glam, straight brows now feel more relevant than ever outside of K-Beauty - think Hailey Bieber and Zoe Kravitz who have accelerated the look.