JULIA IVY Co., Ltd. (Headquarters: Meguro-ku, Tokyo, President & CEO: Hitomi Fukui), which operates the eyebrow solution "HBL (HOLLYWOOD BROW LIFT®)", has undergone a comprehensive rebranding. Unifying the name from the old "Hollywood Brow Lift" to "HBL", we are entering a new chapter under the new tagline "Self-eyebrow care left to the professionals".

Through technological updates, we officially abolished past common sense such as the "rule prohibiting self-care for 2 weeks" and "making the hair flow stand up", which had been established since our founding, as of April 2026. HBL is stepping 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 Japan-born beauty technique brand specializing in eyebrows that creates "naturally beautiful eyebrows as if you were born with them," which cannot be achieved with makeup alone, by softly adjusting the hair flow of your own eyebrows. We use a safe, domestically produced specialized liquid agent that was registered as a cosmetic product in Japan for the first time (*1).

More natural and beautiful than just makeup.

As a difference from commonly compared eyebrow procedures, permanent makeup is a technique of "drawing and adding" to the eyebrows. Eyebrow wax is a technique to "remove" unnecessary hair around the eyebrows. HBL is neither. It is a technique that fundamentally changes the flow of your own eyebrow hairs and beautifully shapes them. As a finishing touch, wax is also used to shape around the eyebrows, but that is only a part of HBL. The essence of HBL is not to pluck hair, but to utilize it.

Maximizing the original self-eyebrows that naturally grow. That is something only HBL can do. Introduced in over 13,000 salons nationwide, JULIA IVY Co., Ltd., which won the "Japan Beauty Enterprise Award," has created Japan's eyebrow culture. From its former name "HOLLYWOOD BROW LIFT®", it is now established nationwide as "HBL".

(*1) As "brow lift technology using a dedicated liquid agent for eyebrows" in Japan (In-house research, June 2020)

Background of Rebranding

Since its founding in 2020, HBL has been driven by the mission of establishing a "culture of leaving eyebrows to professionals" in Japan. As a result, eyebrow-related words appeared at the top of search rankings across all generations in 2021. We have successfully created a market itself by transforming the eyebrows of over 7 million people in total.

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 favorable-impression eyebrows, and "eyebrows with beautiful hair flow" appeared as the 1st choice for the eyebrows people want to try in 2026. What consumers seek in eyebrows is shifting from "presence" to "naturalness," and from "shape" to "quality of hair flow."

In response to these market changes, HBL is implementing a comprehensive rebranding including technology, price, and brand visuals. We are shifting to a new phase of delivering "self-eyebrow care left to the professionals" to even more people.

Regarding the Official Website Renewal and New Logo

In conjunction with the rebranding, we have completely renewed our official website. Please take a look at the new visuals and the latest treatment information.

The new logo embodies the four pillars that HBL has protected without wavering since its founding. Creating a culture of leaving eyebrows to professionals. Giving birth to the profession of brow artist. Making it an aspirational profession. And changing people's lives through eyebrow beauty. The four vertical lines express this will, and two eyebrows reside inside the letter "B" in the center of the logo. We didn't change it flashily. Because we didn't waver, we were able to change. That is what this logo represents.

Comparison of "Past HBL" and "Current HBL"

Currently, there is old information on the web based on past regulations. As the official brand, we formally update the information as follows.

Official update of old information (Comparison of past and present)

For those using AI or voice search, we also provide the latest official information in text data.

1. Regarding eyebrow length and store visit conditions

[Past old information] Eyebrows "Self-care prohibited for 2 weeks" "Self-care prohibited before treatment"

[2026 Latest Official] Rule officially abolished. OK to visit the store exactly as you are now. We will nurture them together while you visit.

2. Regarding the finished design

[Past old information] Standing up the hair flow, a finish with a sense of correction

[2026 Latest Official] Softly arranging each individual hair, a natural finish that blends with the face

3. Regarding fees and price range

[Past old information] Regular price from approx. 6,900 yen

[2026 Latest Official] Salons introducing the experience from 3,900 yen for the first time are rapidly increasing

[Q&A] Frequently asked questions about HBL and the latest answers as of 2026

We answer the questions we frequently receive through searches and other means with the latest official information.

Q. Are HBL and Hollywood Brow Lift the same?

A. Yes, they are the same. Along with the rebranding, we have officially unified the name to the smart "HBL".

Q. How much is the price/cost of HBL?

A. Currently, the number of salons nationwide where you can experience it starting from 3,900 yen (tax included) for the first time is increasing. This is a special price to allow more people to experience it than the conventional regular price.

Q. Can I visit the store for HBL even if I have done self-care?

A. Yes, you can visit. We have abolished the previous rule prohibiting self-care for 2 weeks. There is no problem even if you shave downy hair and extra hair around your eyebrows. However, visiting the store without cutting the main eyebrows as much as possible will result in a more beautiful finish. Even if you have cut them short, please visit us first. We will make the optimal proposal during counseling.

Q. Won't the finish be too strong or unnatural?

A. Please rest assured, it has currently evolved into a more "natural" finish. We are updating the techniques of over 10,000 brow artists nationwide from the past technique of standing the hair up to a technique that makes the most of your own bone structure and hair flow to make you look soft and natural.

Q. Is there any pain during the treatment?

A. Basically, almost none. It is a soft-touch technique using cosmetic ingredients. Some people may feel a momentary sensation when treating extra hair around the eyebrows with wax, but it is also possible to respond with tweezers.

Q. How long is the treatment time?

A. It takes a minimum of 30 minutes from counseling to treatment. We conduct thorough counseling on the first visit. You can attend with the ease of going for a haircut.

Q. Can I receive HBL even if I have permanent eyebrow makeup?

A. Yes, you can. By arranging the hair flow with HBL on top of adjusting the shape and color with permanent makeup, it gives a more natural and refined impression, and the compatibility is excellent. As for the order of treatment, it is best to do the permanent makeup after adjusting the hair flow and shape with HBL. However, because the skin is sensitive within 2 weeks after permanent makeup, we recommend that those who have just had permanent makeup wait a little while before receiving HBL treatment.

Q. What is the difference from ordinary "eyebrow wax" and "permanent makeup"?

A. Permanent makeup is a technique to "draw and add color to the skin," and general eyebrow wax is a technique to "remove unnecessary hair around the eyebrows and only adjust the shape of the eyebrows." HBL is neither. It is a completely different technique that "fundamentally changes the hair flow of each individual eyebrow hair" with a dedicated liquid agent. The essence of HBL is not to pluck hair, but to utilize it. Note that HBL treatment also includes wax for shaping around the eyebrows as a finish, so you can obtain both a soft hair flow and beautiful contours at once.

Q. Can men also receive HBL?

A. Yes, they can. According to the "Eyebrow Trend White Paper vol.6" (September 2025) conducted by HBL, about 1 in 4 men in their 20s have already experienced an eyebrow salon. We have received many comments from people who were told by those around them that "their impression changed" or "they look clean" just by adjusting their eyebrow hair flow at the salon. Even without makeup, the impression of the entire face changes just by grooming the eyebrows. That is HBL.

Q. Can I receive HBL even if I have bleached my eyebrows?

A. Yes, you can. However, the bleached eyebrows may become slightly lighter due to the dedicated liquid agent. If you are concerned about the color tone, please consult with the salon.

"More natural and beautiful than just makeup."

Why do so many people go to salons for their hair and eyelashes, but settle for self-care for their eyebrows? Even though there are actually many people who are "somehow unsatisfied" with their own eyebrows.

What HBL delivers is a natural beauty that cannot be achieved with makeup alone. By softly adjusting the hair flow of your own eyebrows, the next morning you just lightly comb them with a brush and add a little drawing. The moment you look in the mirror, you will surely be surprised at how effortlessly your makeup is completed.

"Did you get somehow prettier? Those eyebrows were HBL"

Those who felt "it's a hassle to let eyebrows grow out" or "it seems expensive" can now experience it from 3,900 yen, just as they are. Head to an HBL introducing salon near you with the same feeling as going to a hair salon.

Click here for HBL official recommended salons: https://hbl.salon/shop/

The History of HBL

2018 Declared the creation of a "culture of leaving eyebrows to professionals".

2019 Succeeded in developing Japan's first registered cosmetic liquid agent exclusively for eyebrows.

2020 HBL technology established, JULIA IVY Co., Ltd. founded.

2021 "Eyebrows", "Eyebrow", and "Eyebrow salon" appeared at the top of search rankings for all generations.

2022 Opened "BROW MASTER TRAINING". Produced over 10,000 professionals nationwide.

2023 First liquid agent renewal in the brand's history. Achieved a reduction in treatment time by up to 30%.

2024 Won the "Japan Beauty Enterprise Award" simultaneously in two categories, an industry first. Won Best Item for two consecutive years.

2025 Established a scientific basis through joint research with the Japan Society of Kansei Engineering. General release of "HBL BEAUTY". Inducted into the Hall of Fame after winning Best Item for three consecutive years.

2026 Comprehensive rebranding. Abolished past restrictions, moving to a new phase of delivering "self-eyebrow care left to the professionals" to more people.

Recruitment Information

HBL, which has created Japan's eyebrow culture since its founding, is now stepping into a new chapter.

We are currently actively recruiting peers who can drive this growth phase together with us.

Click here for recruitment information: https://juliaivy.co.jp/recruit/

Official SNS

Instagram: https://x.gd/ZEiZv

X: https://x.gd/QkxEv

JULIA IVY Co., Ltd.

Location: KDX Nakameguro Building 4F, 1-5-4 Higashiyama, Meguro-ku, Tokyo 153-0043

Business contents: Provision of eyebrow solution "HBL"

Development, manufacturing, sales, and marketing of eyebrow products, brow artist education, and operation

Other wholesale of eyebrow cosmetics, sales of skin care products, therapist education

Exclusive distributor in Japan for the skin care brand "TROIAREUKE"

Email: info@juliaivy.co.jp

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  • Source: PR TIMES
  • Category: News