I have been having a look into the world of the lash and brow. It seems in 2025 there is more awareness of the long-term damage from over-processing brows/lashes. The trends in 2025 are shifting toward a more natural, health-first aesthetic. The big theme is enhancing what you already have rather than dramatically altering it. An apparent move toward low-maintenance, health-first beauty, especially post-pandemic and as clean beauty ideals grow.
As Im all about the natural, I have never really followed the ultra glamour lash/brow trend unless required for photo shoots and I like the sound of a move to a more natural look away from harsh treatments. The long term consequences of short term trends are so often overlooked. Even something as simple as the over plucking or even shaving to give a single line brow in the 1920s and 30s left many women a lifetime of no brows when the hair never returned.The overuse of curlers and lash glue on the Super Models in the 90s allegedly caused lashes to fall out. Goodness knows what the lasting affects will be from some of the harsher treatments of today. So I’m all for rejuvenating and a clean beauty approach.
Brown Lash trend
The trend of brown mascara is definitely taking off, driven by a broader shift towards natural, “no-makeup” makeup looks and amplified by social media platforms like TikTok. Brown mascara offers a softer, more versatile alternative to black, providing subtle definition and brightening both fair and dark eyes without looking heavy. Its rising popularity is also reflected in increased search interest, viral celebrity endorsements. I think it is definitely a now fashion trend, I am sure the cosmetic brands relish a good marketing campaign. Brown mascara has always been suggested as a natural alternative to black.
I have been chatting to a couple of local therapists on this subject and asking about lash and brow best for older women. We are in agreement, The main advice for lashes is to get a lift from gently curling lashes, but keeping them soft. For brows shape and definition is key. However, The well known brand HD brows continue to be a sought-after service, particularly for those seeking a defined and polished look. It’s a multi-step procedure that combines tinting, waxing, threading, and tweezing to achieve defined, sculpted brows. So although the message is natural the sculpted brow is still a thing for many.
A favourite celebrity Make up artist of mine – Lisa Eldridge was reported by Vogue to say
Light, floaty lashes create a softer, almost ethereal effect – plus they look more natural. “I think that people have become fatigued with the idea of using heavy make-up to construct their features and achieve conventional prettiness,”
What’s Declining:
- Thick strip lashes (the dramatic, super-dense styles popular in the 2010s) are now mostly reserved for nights out, special events, or drag/theatrical looks.
- Mega volume extensions (dense, heavy fans) are seen as high-maintenance and can look dated or harsh, especially in natural daylight.
- Younger and older clients alike are moving away from looks that scream “lash extensions.”
The new trends
I have been researching some of the now trends and it seems so many of the new trends are really not that new at all. You may have seen Miley Cyrus and Jenna Ortega bleached eyebrows embracing a maximalist, fashion-forward aesthetic 90s trend. Although, while researching this topic I found something very new indeed – Ai Robot lash extentions – Lumm lash extentions applied by a robotic arm apparently already exist in California as reported in Forbes may 2024. Scary!
Eyebrow Trends:
- Soft-Lifted Lamination: This technique involves restructuring brow hairs to create a lifted, more defined shape, often with a focus on natural-looking results.
- Brow Rejuvenation: Instead of shaping over time, the trend is to heal damaged brows—growth serums and rehab treatments are booming.
- Natural density and tint: This involves enhancing the natural shape and fullness of brows with tinting, creating a subtle yet defined look. ( Was doing this in 1979)
- Textured brow: This trend emphasizes a full, feathered look, celebrating natural volume and dimension.
- Fluffy brows: A popular trend, especially with Gen Z, that focuses on achieving natural-looking, bushy brows that exude effortless beauty. ( Think Brooke Sheilds in the 80s and recently saw Saturdays-Frankie Bridge looking fab with fluffy brows )
- Microblading : In 2025, microblading focuses on creating hyper-realistic, natural-looking brows using advanced techniques like nano needles and custom pigment matching, resulting in softer, finer hair-like strokes that blend seamlessly with natural brows.(However natural the focus is it is still a form of tattooing )
- Bleached brow: A bold trend, particularly popular in high fashion, that can completely transform the look by creating a futuristic, high-fashion vibe. ( Again a look that goes around comes around)
- Sculpted soap brows: This involves using soap or brow styling wax to create a brushed-up, feathered effect. (We used this in the 80s and was a favoured way to blank out brows for the camera)
- Minimal Brow: A trend that focuses on enhancing the natural shape and fullness of the brows with minimal effort. (not new 🙂 Ive always done this)
- Bold colours: A more experimental trend where individuals use vibrant, unconventional colours to make a statement. (Also this was def done in the 80s)
Lash Trends:
- Brown Lashes: more natural than black. Brown has always been a thing but is trending now.
- Lash lift and tint: This treatment provides a beautiful curl and a darker tint, enhancing the natural lashes.
- Natural looking lash extentions: Many are opting for lash extensions that enhance their natural lashes without looking overly dramatic, creating a subtle and refined look.
- Lash serums: These serums are becoming increasingly popular as people focus on lash health and maintenance.
- Wet look lashes: This trend emulates the glossy and luscious appearance of freshly applied mascara, using clear mascara.
Best Lash & Brow Treatments for 50+
LASHES
Brown or Clear Lash Tint
- Black tints can look too stark; brown tints (or even blue-black) offer softer definition.
- Clear mascara or lash gloss is also popular in 2025 for a fresh, subtle finish that enhances lashes with definition, separation, and hold for a natural look, while also functioning as a brow gel and a lash primer.
Peptide Lash Serums
Peptides are small chains of amino acids that play crucial roles in various biological processes, including hair growth. Peptide-based eyelash serums work by stimulating hair follicles and promoting healthy hair growth. Always be cautious using anything close to the eye and always read the product label and research the ingredients to understand what is in the serum.
- Peptides help to strengthen and regrow sparse lashes naturally over time.
- Look for serums free of prostaglandin analogues.
Keratin Lash Lift with Tint
- Lifts lashes upward, opens up the eyes, and adds definition without extensions or heavy mascara.
- I have not personally experienced this treatment it is a semi-permanent treatment that curls and lifts your natural eyelashes, using a keratin-infused formula to strengthen and nourish them, reportably offering a longer-lasting and healthier alternative to traditional perms. The process does involve applying solutions which is still potentially quite harsh. The treatment intends to reshape lashes, setting the new curl, and finishing with a keratin serum, resulting in an open, voluminous look that can last for weeks.
A soft grey brow pencil and brow shaper lifted lashes
Key lash and brow Tips for 50+ Clients
| Area | Pro Tip |
|---|---|
| Skin Sensitivity | Choose hypoallergenic dyes and patch-test everything. Mature skin can be more reactive. |
| Grey/White Lashes & Brows | Brown or cool-toned tints blend better and look more natural than jet black. Although sometimes only black wil do. |
| Sagging or Hooded Lids | A subtle lash lift can visually “lift” the eye and reduce tired appearance. |
| Thinning Brows | Use soft pencils or tinted gels daily to fill gaps—avoid harsh outlines. |
Strong eyes with Textured brow and lifted mascara lashes
Above photo Grant Squib make up by me
All other photos and make up by me
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