How Eyebrows Became the Leading Accent
Erin McLaughlin began her career in New York, where clients mostly asked for perfect lips and dramatic lashes. She realised that even with flawless make-up, something was missing. A simple adjustment to a client’s brows suddenly made her face look brighter than any complex look. That moment shaped McLaughlin’s entire approach.
Today, her name is known far beyond her studio. Brows have stopped being a minor detail, and people no longer pluck them into identical shapes. More and more, they choose to underline their individuality through them. Social media helped the trend grow quickly: close-ups revealed how expressive a face can be without layers of cosmetics.
Why Eyebrows Matter Most
A Change Without Heavy Make-up
One precise line can alter the eyes and the mood of the face. McLaughlin calls brows “a frame that can either ruin a picture or make it valuable”. She avoids forcing fashionable shapes, instead choosing what suits a person rather than what fits the trend.
Her work requires more than a glance. She studies hair density, direction, length, and checks facial proportions and cheekbone width. This careful observation creates a natural look that stays expressive even with no make-up at all.
Where the Inspiration Comes From
McLaughlin loves vintage fashion. Her notes frequently reference the sleek arches of the 1930s, the thick brows of the 1980s and the calm lines of the early 2000s. Yet she never copies them. They appear only as subtle hints, keeping the face modern rather than turning it into a costume.
What the Process Looks Like
Every session begins with a brief chat: the client describes themselves, their style and daily habits. McLaughlin takes several close-up photos and only then starts working. The ideal shape isn’t measured with rulers but with observation. The client should recognise themselves in the mirror, rather than see the artist’s signature.
She prefers soft corrections and natural tones. Often, the discussion takes longer than the shaping itself — and that’s what makes the brows look genuine and alive. Clients leave not “with a new face”, but with a face that seems as if it had always looked that way.
How It Changed the Industry
Demand grew so fast that McLaughlin launched training for other artists. Many professionals lacked an understanding of proportions, facial analysis and the skill of enhancing rather than “fixing”. As a result, studios began moving away from identical “Instagram brows” and towards faces with personality.
Today, brows are more than a minor feature; they’ve become a form of self-expression. They can show confidence and attitude towards one’s own image. Where make-up used to be a way to hide, it’s now a way to stand out. McLaughlin simply proved that sometimes, all it takes is a few strokes.
