"HBL BEAUTY," a brow-specialist cosmetics brand operated by JULIA IVY Co., Ltd., will exhibit at "Biople FES OSAKA 2026," held for five days from Wednesday, September 16 to Sunday, September 20, 2026, at Hankyu Umeda Main Store.
At the event, brow artists, who are eyebrow professionals, will offer consultations and touch-ups so that each visitor can find the brow cosmetics that suit them.
Brow cosmetics trends are shifting, with "brow mascara" drawing attention among women in their 20s and younger
Trends in brow cosmetics are changing, moving away from the "eyebrow pencil" that has long been the standard for brow makeup.
According to "Brow Trend White Paper by HBL vol.8," which HBL released in September 2026, "brow mascara" ranked first among the brow cosmetics that women in their 20s and younger want to use in the future. This result surpasses the eyebrow pencil, long the standard.
The background is thought to be a shift in mindset: rather than "drawing in" brows to create them, women are enjoying a beauty that is their own by making the most of their natural brows.
More women are troubled by their brows, and "brow-lost" women stand out
The number of women with concerns about their eyebrows is on the rise.
In the survey, 70.3% of women answered that they have "a lot of" or "some" concerns about their eyebrows, up 17.9 points from 52.4% in the previous survey.
It became clear that these concerns have shifted toward more personal ones, such as being a "brow-lost" woman, meaning not knowing which brows suit her.
Among women in their 20s and younger, 44.3% answered that their eyebrows are "thick," about one in two, which shows that concerns extend beyond the "shape" of the brows to how to control the presence of their natural brows, such as "hair volume" and "thickness."
Demand for "brow mascara" born from younger women's brow concerns
These brow concerns among younger women also influence their choice of brow cosmetics to use in the future.
Among the brow cosmetics that women in their 20s and younger answered they "want to use in the future," "brow mascara" ranked first at 79.7%, surpassing the eyebrow pencil (73.9%), the longtime staple of brow makeup.
Among younger women, interest is thought to be growing not only in "adding to finish" the brows, but also in makeup that makes the most of their natural brows while controlling the impression they give. The way people enjoy brow makeup is expanding from "what kind of brows to draw" to "how to make the most of my own brows."
HBL BEAUTY proposes new brow charms at "Biople FES OSAKA 2026"
In response to changes in the brow market, HBL BEAUTY will exhibit at "Biople FES OSAKA 2026."
The event will be held as a "festival for organic-minded people," bringing together about 40 brands carefully selected by Biople.
At the HBL BEAUTY booth, visitors can receive touch-ups from brow artists. They can consult directly about brow concerns such as "my brows are thick and look heavy," "I want to try brow mascara but don't know which color suits me," and "what products would suit my brows?"
While trying HBL BEAUTY items, including the popular brow mascaras, visitors will have the chance to discover the colors, finishes and ways of use that suit them. By encountering the new charms of their own brows, the event aims to offer a beauty experience that lets them enjoy themselves more through makeup.
"Biople FES OSAKA 2026" exhibition overview
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Dates: Wednesday, September 16, 2026 to Sunday, September 20, 2026
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Hours: 10:00 to 20:00 (closes at 18:00 on the last day)
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Venue: Hankyu Umeda Main Store, 9th Floor, Festival Plaza
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Content:
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Brow consultations by brow artists
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Touch-ups tailored to brow concerns
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Trying HBL BEAUTY items
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Suggestions of items and ways of use suited to each person's brows
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Three signature HBL BEAUTY items
HBL BEAUTY will introduce the following three items at this event.
HBL 3D Cushion Brow©
This is the only cushion-type eyebrow product in Japan. A hybrid of powder and liquid, it is characterized by a light, comfortable fit. It contains 82% beauty ingredients, including 11 types, and aims to keep the environment of the brow hairs and skin healthy while you wear makeup. It consists of three colors calculated so that the shade can be adjusted infinitely depending on how you blend them, and it has a compact built-in brush designed to work well with the liquid.
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Size: 5.4g
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Colors: 2 in total (01 Natural Brown / 02 Light Brown)
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Price: ¥3,960 (tax included)
HBL Eyebrow Styling Mascara
An eyebrow booster that creates, shapes and holds the direction of brow hair growth. It embodies HBL's brow philosophy that "the flow of the hair is the absolute condition for beautiful brows." It is characterized by overwhelming styling power that addresses the growth habits peculiar to Japanese brows. With a unique brush that catches the brow hairs firmly from the root and an effect that keeps the hair flow in place, it aims to create a natural, beautiful hair flow and to refine even the bone structure and facial features.
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Size: 6g
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Colors: 2 in total (01 Clear / 02 Clear Black)
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Price: ¥3,960 (tax included)
HBL Eyebrow Coloring Mascara
A color mascara with a new idea: by abstractly blurring the outline of the brows, it indirectly emphasizes the presence of the eyes. It is positioned as a new brow item that approaches eye makeup from the brows. Two seamless colors inspired by art, with a unique low-saturation design, let the brows blend into the face while keeping their presence moderately subdued. By harmonizing the brows with the other features, it aims to give the face and overall impression a soft look.
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Size: 5g
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Colors: 2 in total (01 Mosaic / 02 Camouflage)
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Price: ¥3,300 (tax included)
HBL BEAUTY brand concept
HBL BEAUTY carries the brand concept "The great power of small brows."
Based on the realization that changing your brows changes your heart and changes your life, it developed products that respond to concerns about all kinds of brows and facial features, drawing on the knowledge gained from seeing 7 million brows.
It aims to bring you closer to your ideal finish just by picking the product up, even if you are not a professional or are not confident in makeup.
With HBL BEAUTY, it says it wants to offer the great hope that small brows can lead to: making morning makeup easier, giving you confidence, and bringing up the courage to take a step forward.
This is thought to be based on its record of brow treatments.
For more details on HBL BEAUTY, see the HBL BEAUTY official website.
