From Salon Innovation to Your Makeup Bag
HBL BEAUTY emerged from the cutting-edge eyebrow reshaping technology, “HOLLYWOOD BROW LIFT®” (HBL), a technique renowned for perfecting natural brow flows. Since its brand launch in January 2025 and general release in March, HBL BEAUTY has quickly garnered significant attention, sweeping multiple best-cosme awards across major beauty magazines and social media. Yet, despite its rapid success, a common refrain echoed from customers: a longing to physically test products and seek personalized advice on shades that complement their unique features.
Navigating the Eyebrow Maze: A Quest for the Perfect Arch
It turns out, nearly half of all individuals confess to struggling with eyebrow makeup. The primary culprits? A bewildering array of options and the uncertainty of whether a product will truly suit them. This widespread sentiment highlights a significant gap in the beauty market: the lack of accessible, real-world environments where consumers can confidently choose their brow essentials. Compounding this, “ease of use”—how effortlessly a product applies and blends—emerges as the single most important factor for consumers, even over price or color.
@cosme: The Bridge to Your Best Brows
Recognizing this clear market need, HBL BEAUTY’s temporary presence at @cosme stores serves as a vital bridge. Here, customers can finally “see, try, and purchase” the brand’s celebrated items, transforming the often-frustrating search for the perfect brow into an enjoyable discovery. Imagine the delight of swatching colors on your skin, feeling textures, and seeing how a product truly looks before committing. This hands-on experience is especially crucial for eyebrow cosmetics, where subtle nuances in shade and formula can make all the difference.
Event Details and Featured Products
The HBL BEAUTY pop-up will run for approximately two months, perfectly timed for the festive holiday and New Year seasons, a period when many seek to refresh their look for gatherings and new beginnings. The participating @cosme stores are:
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Tokyo: @cosme TOKYO
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Osaka: @cosme OSAKA
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Aichi: @cosme NAGOYA, mozo Wonder City Store
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Hokkaido: Sapporo Stellar Place Store
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Fukuoka: Amu Est Hakata Store
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Ishikawa: Kanazawa Forus Store
Customers can explore and purchase key HBL BEAUTY items, including:
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HBL 3D Cushion Brow©
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HBL Eyebrow Styling Mascara
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HBL Eyebrow End Pencil 0.8
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HBL Eyebrow Art Liquid Pen
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HBL 4D Eyebrow Powder
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HBL Eyebrow Pencil
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HBL Secret Stick, and more.
Spotlight on Award-Winning Essentials
HBL BEAUTY’s rapid ascent to winning 17 best-cosme awards speaks volumes about its quality and innovation. Among its standout products, cherished by both beginners and professionals, are:
- HBL 3D Cushion Brow©: This unique cushion-type eyebrow product, the only one of its kind in Japan, masterfully blends the best aspects of powder and liquid to create a soft, three-dimensional look with effortless application. Infused with 11 moisturizing ingredients, it cares for your brows and skin as you wear it.
- HBL Eyebrow Styling Mascara: An iconic product that defines, sets, and maintains your brow hairs. Its formula and brush are specifically designed to address the unique growth patterns of Japanese eyebrows, ensuring a natural lift and lasting hold.
- HBL Eyebrow End Pencil 0.8: Crafted specifically for precise brow tails, this ultra-fine pencil boasts a mere 0.8mm tip, allowing for the creation of delicate, hair-like strokes that elevate the overall perfection of your brows.
At the @cosme pop-up, customers can physically interact with these and other products, feeling the textures and observing the true colors firsthand, making it easier to select their ideal brow combination. This period also coincides with @cosme BEAUTY DAY 2025, making it an optimal time to experiment and invest in new beauty routines.
A Vision for the Future of Brows
HBL BEAUTY’s core philosophy, “Cosmetics that transform your natural brows into beautiful brows,” is rooted in over 7 million eyebrow data points and insights from professional salons. This extensive knowledge, gleaned from the HOLLYWOOD BROW LIFT® technique, has informed the development of user-friendly products that simplify achieving professional-grade results.
Hitomi Fukui, CEO of JULIA IVY, the company behind HBL BEAUTY, shared her enthusiasm: “HBL BEAUTY was created from 7 million eyebrow data points gathered from professional salon settings. Our mission is to bring the knowledge derived from professional techniques and big data into the everyday choices available to everyone. Our first physical presence at @cosme is not merely an expansion of sales channels; we see it as a crucial opportunity to shift the sentiment from ‘drawing eyebrows is a hassle’ to ‘drawing eyebrows is fun.’ Eyebrows are the feature that most significantly impacts facial impression. HBL BEAUTY’s purpose is to realize a future where anyone can achieve beautiful, easy, and personalized brows, even without specialized knowledge or technique. Through this retail expansion, we hope to further spread a new beauty culture in Japan where people no longer feel lost when it comes to their eyebrows.”
This strategic move by HBL BEAUTY promises to transform the way individuals approach their eyebrow routines, fostering a culture where beautiful, confident brows are accessible to all. The future of kawaii beauty is clearly defined, starting with the perfect arch.
For more information, visit the HBL BEAUTY official website: https://hbl-jp.com/
