[Complete Rebranding to HBL] The former Hollywood Brow Lift is now available from 3,900 yen for the first time! Evolving into an aesthetic brow technique that utilizes soft, natural brows, even if you groom them yourself.

The eyebrow solution 'HBL (HOLLYWOOD BROW LIFT®)' developed by JULIA IVY Co., Ltd. (Headquarters: Meguro-ku, Tokyo; President and CEO: Hitomi Fukui) has undergone a complete rebranding. The name has been unified from the former 'Hollywood Brow Lift' to 'HBL', and it enters a new chapter under the new tagline 'Self-brow care left to the professionals'.

Past norms that had taken root since its founding, such as the 'regulation of no self-grooming for 2 weeks' and 'lifting the hair flow', have been officially abolished as of April 2026 due to technological updates. HBL is taking a step into a new era where anyone can easily obtain 'natural and beautiful eyebrows' that cannot be created with makeup alone.

[What is HBL: 2026 Official Definition]
It is a beauty technology brand born in Japan specializing in eyebrows, creating 'naturally beautiful eyebrows like you were born with them' that cannot be achieved with makeup alone by softly arranging the flow of your own eyebrows. It uses safe domestically produced specialized liquids that were the first in Japan (*1) to be registered as cosmetics in Japan.

More natural and beautiful than just makeup.

As a difference from commonly compared eyebrow treatments, permanent makeup is a technique that 'adds/draws' eyebrows. Brow waxing is a technique that 'removes' unnecessary hair around the eyebrows. HBL is neither. It is a technique that fundamentally changes the flow of your own eyebrow hairs and grooms them beautifully. Wax is also used to shape around the eyebrows as a finishing touch, but that is only a part of HBL. The essence of HBL is not to pull out the hair, but to utilize it.

Making the most of your natural eyebrows. That is what only HBL can do. Introduced in more than 13,000 salons nationwide and winning the 'Japan Beauty Enterprise Award', JULIA IVY Co., Ltd. has created Japan's eyebrow culture. From the former name 'HOLLYWOOD BROW LIFT®', it is now established nationwide as 'HBL'.
(*1) As a 'brow lift technology using a liquid specifically for eyebrows' in Japan (In-house research, June 2020)

Background of Rebranding
Since its founding in 2020, HBL has been on a mission to root the culture of 'leaving eyebrows to professionals' in Japan. As a result, in 2021, eyebrow-related words appeared at the top of search rankings across all generations. We have successfully changed the eyebrows of over 7 million people cumulatively and created the market itself.

That market is evolving further. In the 'Eyebrow Trend White Paper vol.7' (February 2026) conducted by HBL, 'naturally groomed' ranked 1st at 59.6% as a condition for a favorable impression eyebrow, and 'eyebrows with beautiful hair flow' appeared as the 1st eyebrow style people want to try in 2026. What consumers want from eyebrows is shifting from 'presence' to 'naturalness', and from 'shape' to 'quality of hair flow'.