New trend alert: Shaping brows in China

In China, eyebrow make up is a leading active subcategory in the country’s colour cosmetics market. Styles, trends and specific looks vary from glamorous and sophisticated to simple and every day.

Brow fashions​

On-the-go and DIY beauty that highlight convenience, efficiency, yet effectiveness are dominating beauty and cosmetics preferences in China today.

Appearance is also important and is often led by influencers through marketing including social media. Celebrities and well-known personalities have the power and reach to impact consumer brow choices.

Shapes are varied, ranging from flat, natural, arched — highlighting the all-day look — to the wild brow designed with socialising and glamour in mind. As brow make up choices straddle both occasions, brands are now starting to diversify their offerings between special occasion and every day make up.

Taking inspiration from tattoos​

Convenience, ease-of-use and instantaneous results are key. Consumers are seeking brow products that highlight its particular features including the applicator or texture, along with the desired eyebrow shape.

Liquid-to-gel textures are also applied to brows. Gels offer an easy to apply alternative to traditional makeup. Taking inspiration from tattoos, brands including South Korean brand Clio Professional are launching eyebrow products that combine the popularity of brow make up and maximise the ease of application with gels.

Add-on products are also on the rise as consumers care about looking after their eyebrows. Growth boosters, coatings and primers are just some of the products associated with this growing make up subcategory.

Education on ‘brow care’ and informing consumers on how best to achieve styles and indicate elegant looks is on the up. As such, eyebrow hair strengtheners and anti-ageing serums for the skin close to the brows are next on the production and marketing agenda for brands.

From lip care to eyebrows?​

Lip care has also been a core area in China​ as "[the nation] is known for its colour cosmetics achievements”​, explained Laurie Du, Senior Beauty Analyst, Asia Pacific at Mintel.

This segment also looks towards the premium market ​to lift brand awareness, highlight brand identities and focus on online distribution channels.

As both brands and consumers are now highlighting the importance of eyebrow care, product launchers need to diversity their brow make up offerings to satisfy the varying needs of consumers.