While we've become accustomed to seeing big, bushy brows, it seems that they are now going in the complete opposite direction — invisible by way of bleaching. “Beauty is not looking its normal self, as bold new forms of self-expression transform it into something daring, unusual, grotesque — and beautiful,” says Lucie Greene, Director of JWT Innovation. As women continue to challenge the traditional notions of conventional beauty, trends are emerging that almost seem anti-beauty, and bleached eyebrows are a striking example of this.
Eyebrows were essentially erased ahead of the Marcelo Burlon County of Milan spring/summer show, as they were at the Alexander Wang Collection 2 presentation in December. Kaia Gerber, who has two of the best brows in the biz, was one of many models sporting a bleached set, and for Prada’s spring/summer campaign, Gigi Hadid's brows were nearly invisible. A number of famous faces, including Lady Gaga, Rihanna, Rita Ora, and Kim Kardashian, have rocked the look, too.
Though it certainly has a high-fashion feel, the bleached brow isn’t reserved for famous faces. Its popularity is apparent on social media, with style influencers and makeup artists wearing brows so blonde they’ve practically disappeared. There’s no denying bleached brows have a certain edge that demands attention — and requires cool girl confidence.
But before you follow suit, keep in mind that bleached eyebrows are not easy to pull off. As makeup artist Jamal Scott explained to Refinery29, the biggest mistake people make when bleaching brows is dying the hair lighter than their complexion. Bleach creates a chemical reaction in the hair that breaks the bonds of pigment, essentially stripping strands of color. For a softer take on the trend, pros recommend lightening your brows no more than one or two shades.