"MAQUIA" 2026 First Half Best Cosmetics No. 1 Winner. Eyebrow Revolution Cosmetic "3D Cushion Brow 02 Light Brown," Recognized by 3 Major Beauty Magazines, Achieves 14 Wins in First Half Best Cosmetics.

JULIA IVY Co., Ltd. (Headquarters: Meguro-ku, Tokyo / President and CEO: Hitomi Fukui) is pleased to announce that its popular product, "3D Cushion Brow 02 Light Brown," from its eyebrow specialty cosmetic brand "HBL BEAUTY," has won 14 awards in the 2026 First Half Best Cosmetics rankings.

This brings the total number of awards for the HBL BEAUTY series to 40.

The product recorded a sell-out on the first day of its pre-sale launch. It has since continued to be in high demand, generating significant buzz and receiving high praise from beauty magazines, beauty media, and beauty professionals.

"Eyebrow Revolution Cosmetic" Recognized by 3 Major Beauty Magazines, Including No. 1 in MAQUIA and Top Rankings in BITEKI and VOCE

"3D Cushion Brow 02 Light Brown" has won a total of 14 awards in the 2026 First Half Best Cosmetics rankings.

Notably, it received awards from all three major beauty magazines: MAQUIA, BITEKI, and VOCE. It secured the No. 1 position in the Eyebrow category for "MAQUIA" Best Cosmetics 2026 First Half. Furthermore, it ranked No. 2 in the Eyebrow category for "BITEKI" 2026 First Half Best Cosmetics and No. 2 in the Eyebrow category for "VOCE" 2026 First Half Best Cosmetics, earning high acclaim from beauty professionals.

"2026 First Half Best Cosmetics" Award Details *As of June 29 *Please refer to the latest issues of each magazine for details.

<3 Major Beauty Magazines>

MAQUIA "MAQUIA Best Cosmetics 2026 First Half" Eyebrow Category No. 1

BITEKI "2026 First Half Best Cosmetics" Eyebrow Edition No. 2

VOCE "2026 First Half Best Cosmetics" Eyebrow Category No. 2

<No. 1 Awards>

BITEKI GRAND "2026 First Half Age-Defying Best Cosmetics" Eyebrow Category No. 1

美ST "2026 First Half Spot, Wrinkle, and Sagging Best Cosmetics Awards" Eyebrow Award No. 1

sweet "Sweet BEST COSMETIC AWARDS 2026 First Half" Eyebrow Category No. 1

SPUR.jp "2026 First Half Best Cosmetics" Eyebrow Category No. 1

BAILA "Best Cosmetics Awards for 30s" Eyebrow Category Eyebrow Award

<Top Rankings>

GLOW "2026 First Half Best Cosmetics" Makeup Category Eyebrow No. 2

BITEKI MEN "BITEKI MEN 2026 First Half Best Cosmetics" Makeup No. 3

Cosme Kitchen "Cosme Kitchen Best Cosmetics 2026 First Half" Makeup No. 3

MERY "2026 First Half Best Cosmetics" Part Care Category No. 3

<Beauty Expert / Individual Awards>

VOCE "Beauty Pro's MY Best Cosmetics" Award

SPUR "SPUR Editors' Favorite Best Cosmetics" Individual Award

"It Changed Me Who Was Bad at Eyebrow Makeup," Rave Reviews from Beauty Professionals

In the 2026 First Half Best Cosmetics rankings, high praise was also received from beauty experts and editorial departments.

MAQUIA "Eyebrow freedom has expanded! Impressed by its versatility, allowing for easy color blending to create both soft and sharp looks."

BITEKI "Even if you're not good at drawing eyebrows, it creates beautiful, natural-looking brows! The ash nuance creates a sense of depth and dimension, resulting in a sophisticated impression."

VOCE "A revolutionary product that changed my perspective, as I was always terrible at eyebrow makeup."

sweet "In recent years, with the trend towards lighter, natural, and thinner eyebrows, this cushion-type eyebrow product has caused a major sensation." "It may look difficult at first glance, but once you use it, it's an eyebrow revolutionary that you can't go back from."

美ST

"Its sweat- and water-resistant formula makes it useful for the upcoming season."

Against this backdrop of positive reviews, "3D Cushion Brow 02 Light Brown" sold out on its first day of release, garnering widespread support from beauty professionals to general users.

Actually, 93.4% of Women Feel Insecure About Eyebrow Makeup. What's Needed Now is "Fail-Proof Eyebrow Makeup."

HBL's "Eyebrow Trend White Paper Vol. 5" (https://prtimes.jp/main/html/rd/p/000000034.000084130.html) revealed that 93.4% of women feel insecure about their eyebrow makeup.

Furthermore, when asked about the most important factors when choosing eyebrow cosmetics:

1st place: Ease of use (48.6%)

2nd place: Price (47.8%)

3rd place: Color (32.6%)

This result shows that functionality, such as "ease of use," is prioritized more than price or trendy colors.

In other words, what consumers are looking for now is not "more advanced eyebrow makeup," but "fail-proof eyebrow makeup."

It is in this context that HBL BEAUTY is gaining support.

Sold Out on Launch Day. "3D Cushion Brow" Achieves "Anyone Can Draw Beautifully and Easily."

The "3D Cushion Brow" was created to solve the eyebrow concerns identified through HBL's cumulative 7 million eyebrow施術 (treatment/service) experience.

HBL BEAUTY's goal was not to create an eyebrow product for makeup experts.

It aims to enable anyone to draw natural, three-dimensional eyebrows without needing specialized knowledge of bone structure or eyebrow design, or advanced techniques.

To achieve this, based on insights from 7 million eyebrows, they analyzed the ideal finish and developed the product from the perspective of "how to naturally draw well" rather than "how to draw."

The "3D Cushion Brow" achieves both a soft color payoff and natural dimensionality simultaneously, while also employing a sweat- and water-resistant formula.

It garnered significant attention even before its release, selling out on the first day of its pre-sale launch.

Limited-Time Special Set to Commemorate Best Cosmetics Awards

To celebrate these Best Cosmetics awards, HBL BEAUTY is offering a limited-time special set that includes "3D Cushion Brow 02 Light Brown" and "Eyebrow Styling Mascara."

You can now purchase "3D Cushion Brow 02 Light Brown," praised in numerous Best Cosmetics awards including by the three major beauty magazines, and the popular "Eyebrow Styling Mascara," which grooms brow hairs while creating natural dimension, at a special set price.

[Best Cosmetics Award Commemorative] Special Set

Limited until 7/6 (Mon) 10:00 AM | Special Price ¥6,336 (Tax Included) [20% OFF]

<Set Contents>

- 3D Cushion Brow (02 Light Brown) - Eyebrow Styling Mascara (01 Clear or 02 Clear Black)

<Purchase Page>

HBL BEAUTY Official Online Store

Sales Channels

Stores

Shibuya Loft / Ginza Loft

@cosme TOKYO / @cosme OSAKA / @cosme NAGOYA

Cosme Kitchen / Biople (All Stores Nationwide)

Over 13,000 HBL-affiliated eyebrow salons nationwide

*Some stores may not carry all products. Please contact each store for details.

Online

HBL BEAUTY Official Online Store

MASH GO GEEN STORE

Amazon

Qoo10

HBL BEAUTY Brand Concept

"Cosmetics to make your own eyebrows beautiful."

The great power of small eyebrows.

Changing your eyebrows can change your mood and your life.

This is what we realized at HBL.

Based on insights from observing 7 million eyebrows (※1),

we have packed our products with techniques to address all eyebrow and facial concerns.

Even if you're not a professional, even if you lack confidence in makeup,

you can achieve your ideal finish just by picking it up.

It can make your mornings easier, give you confidence,

and give you the courage to take a step forward.

With HBL BEAUTY, discover the great hope that small eyebrows can lead to.

(※1) Cumulative 3.5 million staff and salon users, totaling 7 million eyebrows

https://hbl-jp.com/

Operating Company

JULIA IVY Co., Ltd.

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

Business Activities: Provision of eyebrow solution "HBL"

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

Wholesale of other eyebrow cosmetics, sales of skincare products, therapist education.

Japan General Agent for Skincare Brand "TROIAREUKE"

EMAIL: info@juliaivy.co.jp