To many of us, the main purpose of our eyebrows is to keep sweat out of our eyes…but brows are actually more important than you might think! New research shows brows are the key to decoding emotions and the most expressive part of your face.

“Eyebrows can communicate the full spectrum of emotions from aggression to fear to joy,” explains Dr. Javid Sadr, a professor of Neuroscience at Canada’s renowned University of Lethbridge who has been partnered with Benefit Cosmetics to study brows.

His evidence is compelling. In “The role of eyebrows in face recognition” – a research study Dr. Sadr conducted at M.I.T. – his team extensively investigated a system of facial-expression analysis.

They separated the face into three compartments: upper, middle and lower. Then studied the 6 universally- recognized emotions: happiness, sadness, anger, fear, disgust and surprise. Remarkably, they found that the upper compartment of the face, which contains the eyebrows, was found to play the key role in each.


As part of Benefit Cosmetics work with Dr Javid Sadr, it might soon be possible to know what someone is really feeling just by looking at their brows. Benefit Cosmetics is collaborating with a neuroscience professor to create the BENEFIT BROW TRANSLATOR, a custom HoloLens that will ‘read emotions’ by analyzing your brows.

As the #1 Brow Brand Worldwide* (based on estimated total global prestige brow product retail sales from July to September 2016) with over 2100 BrowBars in 41 countries, Benefit knows the power of brows to transform a face…but after meeting with facial recognition expert, Dr. Javid Sadr, they wanted to explore how the smallest brow movements can also reveal volumes about our inner feelings.

Benefit combined their brow expertise with Dr. Sadr’s scientific knowledge to create augmented-reality technology that will be capable of deciphering emotions via your brows—from angry to seductive, confident and beyond.

Meet the “brains” and the “beauty” behind BENEFIT BROW TRANSLATOR:


The BENEFIT BROW TRANSLATOR is a microsite – – that uses facial recognition analysis and machine learning to reveal what your brows are really saying about your innermost feelings.

The camera uses a translator algorithm developed by experts to process and calculate eyebrow expressions. Then it pops up the brow “emotional translation” as text in a speech bubble. People around the world, will be able to capture or upload a photo to see what their brows are REALLY expressing. The site also makes it easy for users to download their results and share them on social media using the hashtag #benefitbrows.

Here’s how to get your own reading of your brows:

1: Go to the Benefit Brow Translator (

2: Take a photo or upload a photo

3: Facial recognition analysis gets to work decoding your brows

4: Benefit Brow Translator reveals the ‘REAL’ brow emotions

5: Share and tag #benefitbrows

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