In 1976, twin sisters Jean and Jane Ford opened The Face Place (what would eventually become Benefit Cosmetics in 1990), a boutique in San Francisco’s Mission District offering a variety of makeup and brow services. Today, the global beauty giant is announcing the addition of a new brow lamination service in all of its boutiques—a request the brand gets from its Brow Bar clients all the time—which Benefit Cosmetics global brow expert Jared Bailey says is unlike anything we’ve seen in the brow service space before. “It’s basically gel manicures for your brows—this type of service will change the brow industry.”
“As the number-one brow brand in the world, we are always looking to push innovation in the brow space in both the products, we offer as well as the services you can get at our Brow Bars and boutiques,” Bailey explains. “We started watching the emergence of brow lamination pre-pandemic and quickly realized that the results and effects of a brow lamination service would certainly transcend the trend of the moment. We began working on the development at the end of 2019, and through hundreds of hours of testing, trials and working with multiple labs around the world, we’ve turned this emerging service into a true art form, just like we did to brow shaping back in the ’70s when we opened our first boutique.”
So what is brow lamination? Bailey describes it as a way to relax and straighten the brow hairs, so they can be easily repositioned into a full, lifted shape. “Because brow lamination removes the natural bend or curve of the hair, it helps give the illusion of fullness for six to eight weeks, without having to use 1,000 gallons of gel, soap or waxes,” he says. “The service is ideal for nearly all types of brows, from those with fine, thin hair structures to brows that are coarser and thicker. We’re so excited to be helping make our clients’ full, fluffy brow dreams come true!”
Here’s what you can expect during the 40-minute treatment ($80): “First, during our Brow Mapping process, we redirect your brow hairs to show you exactly what your Brow Lamination will look like and then settle on a desired shape that’s completely custom to your face,” Bailey explains. “Then, we relax, reposition and condition brows. We also shape them at no additional cost to help the entire shape look more tailored and lifted.”
There are also some general “guidelines” to keep in mind to make the most of your treatment. “Please avoid prescription retinoids for at least two weeks, and any medical-grade chemical peels and microblading for one month prior to your appointment,” Bailey advises. “We also ask clients to avoid any chemical treatments to their brows prior to lamination. Make sure it’s been at least two weeks since your last brow tint and six to eight weeks since your last brow lamination. Lastly, it’s important to note that you want to keep your brow hairs dry for 24 hours after the service, so book your appointment times accordingly—not hours before your first summer pool party!”
Like any cosmetic service, there is some basic at-home maintenance required, too, but Bailey says it’s minimal with brow lamination. “Since your hairs have been chemically treated, we encourage clients to use a conditioning oil on their brow hairs each night in conjunction with their nightly skin-care routine to keep them healthy and hydrated. Personally, I prefer a hydrating face oil like Sunday Riley Juno Oil. I’ve also had numerous clients use castor oil with great results. Whichever type of hydrating oil you choose, simply put a drop or two on the end of a spoolie brush and comb it through your brows each evening before bed. During the day, you’ll want to use a clear gel like 24-HR Brow Setter to easily set and style your brow hairs each day. If you’re like most, the ends of your brows are a bit less dense, so I’d also recommend an ultrafine microliner like Precisely, My Brow Pencil to add a few hair-like strokes in areas that seem a little less full.”
The new brow lamination service will be available starting June 26 in all Benefit boutiques, June 28 in all Macy’s Brow Bars and in July at select Ulta Beauty locations.