If you want proof that beauty is cyclical, look no further than your eyebrows. They’ve lived through every possible identity crisis: the near-invisible, pencil-thin arches of the ‘90s, the waxed and threaded perfection of the early 2000s, the thick, squared-off power brows of the 2010s, and—more recently—the tattooed, laminated, soap-stiffened versions that dominated your feed.

And yet, as the dust settles from all that experimentation, one question remains: what’s the brow vibe now?

A quick scroll through Instagram won’t give you a definitive answer. But talk to a handful of pros who spend their lives tending to arches, and you’ll find a surprisingly clear theme: brows today are softer, healthier, and a little less try-hard. They’re still important, of course—they frame your whole face—but they’re no longer demanding to be the main event.

Here’s how five experts see the brow landscape in 2025.

The Minimalist Brow

Katie Jane Hughes, Makeup Artist and Founder of KJH.brand

Hughes knows the sting of the overplucked ‘90s brow all too well—her own never fully grew back. But instead of dwelling on loss, she reframed it as versatility. “I can lean into skinny brows if the trend resurfaces, or pencil them in for a fuller look,” she says.

On clients, her approach is pared down: a swipe of brow gel, a little pencil to fill in sparse patches, and that’s it. Forget soap, forget lamination. The point is to keep things looking fresh, youthful, and almost untouched. The beauty is in restraint—brows that look cared for, but not fussed over.

The Young Brow

Jo Baker, Makeup Artist and Founder of Bakeup Beauty

Baker’s ideal brow is what she calls the “pre-teen brow”—that soft, full, unbothered look you had before discovering tweezers. “It just makes the face look gentler,” she explains. For her, it’s all about brushing them up and mimicking real hair strokes with pencil. The result? Timeless.

She’s not anti-trend, but she is cautious of anything permanent. “Beauty is so cyclical,” she says. “You never want to lock yourself into something when the mood could shift overnight.” Translation: skip the tattoos, lean on makeup, and keep your options open.

The Healthy Brow

Sania Vucetaj, Brow Artist and Founder of Sania’s Brow Bar

While some see brows as a fashion accessory, Vucetaj views them as a long-term investment. For over three decades, her method hasn’t budged: simple tweezing and trimming. No tinting, no perms, no tattoos. Why? Because she’s seen firsthand the fallout of every fad.

“Tinting isn’t well regulated, lamination is essentially a perm that damages hair, microblading discolors and fades badly, and soap can clog follicles,” she explains. Instead of hopping trends, she encourages clients to prioritize health. A feathered, natural brow may not scream for attention, but it will stand the test of time—and spare you the regrets of overprocessing.

The Fluffy Brow

Harold James, Makeup Artist

If there’s one constant in James’s approach, it’s softness. He likes to keep brows full and natural, defining them just enough with a pencil and adding volume with a gel. “Brows can change your entire face structure,” he says. The trick is balance: letting brows look effortless, but not invisible.

On clients, he tailors the shape to their features. Some want more structure, others prefer a hint of arch and fluff. Either way, he sees the pendulum swinging toward natural fullness—brows that are present, but not painted on. It’s about enhancement, not reinvention.

The Undone Brow

Sable Yong, Beauty Writer and Podcast Host

Yong has lived through the microblading era—literally. Back in 2019, she had her brows tattooed for a story. The result: sharp, sculpted arches that were very “Instagram brow.” Years later, they’re still hanging on, and she’s found herself craving the opposite: something softer, looser, and yes, a little feral.

“Perfectly groomed brows can veer into uncanny valley territory,” she admits. The look she’s drawn to now is brushed-up, slightly fluffy, and definitely not over-laminated. Think kid brows, but with a touch of polish—natural with a wink, rather than carved with a ruler.

So, What’s the Verdict?

If there’s a unifying thread across all these perspectives, it’s this: brows have stepped off their high horse. They’re no longer the over-engineered center of attention, nor are they disappearing into thin ‘90s lines en masse (though, give it a season—who knows).

Today’s brows lean casual. They’re softer, healthier, and less performative. Makeup is still part of the equation, but more as a tool for enhancement than transformation. The obsession with permanence—tattoos, perms, laminations—has cooled. What’s replacing it is a willingness to let brows just be.

And maybe that’s the ultimate lesson after decades of extreme shapes and techniques: the best brow isn’t the boldest or the trendiest. It’s the one that works with what you’ve got, respects your hair’s health, and still feels like you.