Goodbye, laminated brows After years of brow lifts, naturalness is back in style

For years, we brushed, lifted and set every single brow hair into place, turning the brow lift into a full-blown beauty ritual. But after a long season of laminated brows, perfectly groomed and almost sculpted into shape, something is changing. The trend is reversing, and a more spontaneous kind of beauty is taking over. Brows are going back to their natural shape, while texture and small imperfections no longer need to be hidden. A return to normality that, perhaps, we have never wanted more.

A more natural kind of beauty

The shift is part of a broader movement taking over the beauty world. After years of heavy contouring, ultra-matte skin and meticulously constructed makeup, the direction now seems to be moving towards a more relaxed, less perfectionist aesthetic. Brows are following suit. They no longer need to look flawless or hold a rigid shape for hours. The new goal is to enhance them without changing their appearance too much, letting their natural shape and texture define them.

Natural brows: how to groom them

So, how should you groom natural brows in 2026? The rule is simple: define without making them rigid. Instead of brushing them upwards and setting them with layers of gel, simply follow their natural direction, gently combing them outwards and upwards. Tweezers should also be used sparingly, removing only truly unnecessary hairs while leaving the overall structure of the brow intact. To fill in any small gaps, opt for a fine brow pencil or hair-stroke pen, applying it with light, irregular strokes. The result should be almost imperceptible. Groomed brows, yes, but never overly constructed.

Which products to use

The beauty bag is changing too. Instead of ultra-strong-hold formulas, make room for lighter, more buildable products. A clear brow gel with a soft hold is enough to keep hairs in place without flattening them or making them look stiff. To define the shape, a fine-tip pencil or hair-stroke pen is a better choice, used only where needed. If you want to add a little more fullness, choose a tinted brow gel in a shade close to your natural hair colour. The key is not to overdo it and to let the original shape remain visible. After years spent taming every single hair, the new beauty gesture might simply be letting it do its thing.