In 2026, Brow Makeup Shifts from 'Drawing' to 'Enhancing.' Amid Rising Interest in Microblading Removal, HBL BEAUTY Launches Permanent Presence at @cosme TOKYO. 3D Cushion Brow 02 Light Brown Available from June 1st.

HBL BEAUTY, a brow-specialized cosmetic brand developed by JULIA IVY Co., Ltd., will begin permanent sales of its flagship item, '3D Cushion Brow 02 Light Brown,' at @cosme TOKYO starting June 1, 2026 (Monday). This popular item, which sold out on its first day of pre-sale and won 26 'Best Cosmetics' awards in 2025, received such a strong response during limited-time deployments at seven stores nationwide that its permanent presence was decided. With this permanent presence at the Tokyo flagship store, following @cosme OSAKA and @cosme NAGOYA, HBL BEAUTY becomes a brow-specialized brand permanently available at all three major @cosme flagship stores. HBL BEAUTY is a cosmetic brand created by Japan's No. 1 brow-specialized brand, which has a track record of 7 million brows. With the concept of 'Turning your own brows into beautiful brows,' it aims to ensure that anyone can achieve the best brows without specialized knowledge or techniques. The brow trend for 2026 is shifting from 'drawing brows' to 'enhancing brows.' This is driven by growing interest in microblading removal due to discomfort with past trends, and a rising preference for natural looks. HBL is introduced in over 13,000 salons nationwide as a technique that fundamentally aligns brow hair flow and enhances natural brows. The '3D Cushion Brow,' which will now be permanently available, uses a formula that changes from liquid to powder, achieving both a natural finish and high adhesion. It is an 8-in-1 multi-functional cosmetic that serves as an eyebrow pencil, brow mascara, highlighter, eyeshadow, concealer, and more. The price is 3,960 yen (tax included). Reviews on social media suggest that even those who are not good at brow makeup can achieve natural results, and it is attracting attention as a symbol of the era where brow makeup is changing from something you 'work hard at' to something that is 'easily achieved.'