As research experts Mintel report that the eyebrow market is now worth a whopping £41.8 million – twice that of in 2015 – it's a great understatement to say that brows are big business.
Blink Brow Bar knows this all too well, having groomed over 20 million eyebrows since its launch in 2006, including Emma Watson's and Lady Gaga's (and ours, monthly).
Not ones to rest on their laurels, the brow brand recently commissioned a survey to better understand our brow concerns and habits. The results are suitably eye opening.
While they found that only one in five women don't groom their brows at all, a surprising half of us never actually wear any form of product on our eyebrows. Just imagine how much the market would be worth if we did.
The most common brow concerns women expressed were equally revealing. Sitting low on the list were 'too thin' (at 18%) and 'overplucked' (at 17%) – who would have thought?
The winning problem was actually 'unevenness', with 32% of women stating that as a concern, followed by 'too unruly' (31%), 'patchy' (26%) and 'shapeless' (23%). 'Too fair', was the least of our worries, but still a significant concern with 16% citing it as such.
Luckily, all the issues can be addressed with both professional grooming and make-up. As the findings also note that beauty salons and friends are the biggest sources of education for women – it's high time to talk (after you've read Bazaar's complete guide to brows, of course).