Brow artist/permanent makeup artist, Emma Hendrick, shares her expertise. Why the brow-less trend did not gain traction and what clients want from their brows.

In 2016 models took to the runway for the Marc Jacobs fashion show rocking a “no brow look”. Celebs soon followed with their own spin on this no brow look. Most of these looks were created by brow bleaching, some celebs and trend setters opted for a softer sun-kissed lighter brow while others adopted a more extreme “no look brow”, including Madonna, Miley Cyrus and Kate Perry.

This trend did not stay around for too long and I think we know why!  We are obsessed with eyebrows: arched brows, flat brows, big brows, brushed up brows, we are a nation of obsessed brow lovers. Although, the eyebrow has many functional features, our concern is that they are aesthetically pleasing.

Fortunately, no matter what our brow problem may be there is a solution for it in this million-pound brow market, which is growing from strength to strength. Brow growth serums, brow gels, brow mascara, pencils to create hair strokes, brow stencil shapes, you name it, it’s out there! As an eyebrow artist I see this obsession on a daily basis with a broad range of clients.

The right eyebrow shape will frame and flatter the eyes, for example, a fuller brow can give a more youthful appearance (an anti-ageing secret), an arched brow can lift the brows making the eyes appear more open and wider. The wrong shape, however, can change your look entirely. An extremely thin brow is quite ageing and can add years. An over-exaggerated round shape can make you look shocked or surprised (this known as the “McDonald brow”) and a very big, dark over drawn brow (yes, the one often labelled the Scousebrow) can be mis-understood to mean that person is angry or even appear distracting for the wrong reason.

Well-structured brows that are more symmetrical in nature are pleasing to the human eye. This could be one of the reasons the “no brow look” doesn’t have staying power and why people will go to great lengths with their brows. This includes people who have lost their eyebrow hair due to illness or medication from alopecia to cancer.

As a permanent makeup artist I have been on this personal journey with many clients who come to me when they have lost their brow hair or are preparing themselves before they lose their brows. The client will explain to me during their consultation that the main concern after accepting everything else, is the fact they will feel “face-less” without brows.  They want to feel “normal, look normal”, not look tired or sick. This is terminology that is used repeatedly in the permanent makeup consultation, by male and female clients about how they feel.

For me, to be able to make someone physically feel that a treatment procedure, which allows me to tattoo individual hair stokes to mimic an eyebrow (permanent makeup), is aesthetically fitting is extremely rewarding.

Having the ability and skill of a brow artist/permanent makeup artist allows me to not only make someone physically look good by creating suitable eyebrows, I am also able to make them feel good, more confident, happier, more attractive, and sometimes, ‘normal’ (all clients words). Who would have thought those two little things above our eyes held so much power?

As a brow artist, this to me has been the biggest eye opener to the power of brows.

Emma Hendrick collaborated with us at our event at FACT in April and features in our upcoming documentary. She offered consultations and treatments to attendees. 



Media and news

We set up our booth, scanning corner, and photography area in the ground floor of FACT from the 25th – 28th of April. As a consequence of the publicity and buzz around our event, we made the news and local papers. The Liverpool Echo covered us on the 25th and gave a quick overview. Then North West Tonight and BBC Merseyside came to chat to us and covered our story. On North West Tonight at 6.30pm we came at the end of the hard news stories and just before the weather forecast on Friday the 27th. This meant that our event was the moment when the newscasters and the weather person have a little banter. For this segment, they asked each other about their grooming habits and speculated on how to describe the style. The word they used the most was Scousebrow, asking each other whether they would use it to describe their style. This is a term that has been named most by those outside the project and not those who have contributed, which is something we will talk about in more depth when we discuss our findings. The introduction to the feature was lighthearted and friendly. Thanks to the news item and the way it was pitched, we got many more participants through the door who specifically talked about the coverage, which was amazing.

As a follow up, we have also been interviewed by Ngunan Adamu from BBC Merseyside Upfront, who is going to feature our project on her programme. All of this has meant that we have become part of a conversation about the brow on Merseyside, which was one of our aims. The numbers are evidence of this, so too is an overheard conversation on the bus on Friday. Two girls chatting mentioned our event and discussed the language we have been using to describe it. For us, this is success. We want to keep the conversation going, so watch out for more.


As promised, we have a trailer. This will give a taster of what is to come and is a big invite to all of you who want to tell us about your brows. We know that there are a lot of stories to tell about the brow and we want to hear them. Let this be the start of a Merseyside conversation about craft, technique, and styles.

Click here to watch it, or on the link, below.

Our event takes place at FACT Liverpool from the 26th-28th of April and includes the opportunity

  • to get your brows scanned
  • have your photo taken by a fashion photographer
  • share your story in our photo booth

and, of course, to have a brew