Why I Specialise in Mature Brows - And Why It Matters
At Lemonade Brows, I’ve become known for something very close to my heart: mature clients and mature brows.
People often ask me why I choose to specialise in this demographic, why I’ve built my craft, methods, and education around women 40, 50, 60+. The answer is simple:
Because mature women are my favourite clients.
There’s something incredibly special about working with women who have lived full lives, spent years caring for others, and finally decide to do something for themselves. Many of my mature clients have been sitting with brow concerns for years, decades, even. And when they finally take the leap, the transformation is deeper than cosmetic. It’s emotional.
Watching their faces light up when they look in the mirror honetly warms my heart every single time.
The Unique Brow Concerns Mature Women Face
Mature brows change in ways many people (and many artists) don’t fully understand. The most common things I see are:
Loss of brow hair
Loss of shape and structure
Asymmetry that has developed over time
Overplucking from earlier decades
Previous brow tattoos that need correction
Skin changes due to ageing, hormones, or medications
But above all, mature clients usually know exactly what they don’t want. They don’t want brows that are:
too dark
too bold
too blocky
too sharp or overarched
They want brows that blend, not brows that “announce themselves.”
Why Mature Brows Need a Specialist
Working on mature skin requires far more than artistic talent. It requires patience, precision, and extensive knowledge of how ageing skin behaves.
Here’s what sets my approach apart:
1. A gentler, slower, more careful technique
Mature skin is thinner, more delicate, and heals differently. I adjust:
depth
speed
pressure
needle size
I take longer with these appointments because mature skin needs a softer approach and multiple passes done with care.
2. A longer, deeper consultation
Many mature clients are not 100% sure what they want, they just know what they fear.
So together, we take the time to:
talk through their goals
explore different brow styles
understand which techniques suit their skin
clear up any misconceptions
bring clarity to what they’re actually looking for
I explain every part of the process because education brings confidence.
3. Medical considerations unique to mature clients
Ageing, hormones, medications, and health conditions all play a role.
I adjust the treatment based on things such as:
menopause/perimenopause
hypothyroidism
skin-thinning medications
how pigment may heal or behave in mature skin
Predicting retention and explaining realistic outcomes is a huge part of a good result.
4. Mapping for movement, gravity, and natural asymmetry
As we age, the face shifts. We lose collagen, brows sit differently when lying versus sitting, and expressions move the skin in new ways.
I map carefully to account for:
brow movement
muscle pull
natural asymmetry
how the brows sit in real life, not just on the bed
Mapping, for me, is the most important part of the appointment.
What Other Artists Often Get Wrong About Mature Brows
The biggest mistake I see?
Treating mature skin like young skin.
But it goes deeper:
using colours that are too dark
rushing the consultation
ignoring facial movement
not understanding medical or hormonal factors
applying pressure that’s too heavy
not taking the time to explain the “why” behind each decision
Most importantly, they underestimate the level of communication mature clients expect. Mature women value information. They want to understand their skin, their brows, and their options, not be pushed or pressured into a particular style.
They are thoughtful, decisive, and they appreciate expertise that’s explained clearly.
My Brow Philosophy for Mature Clients
I believe that brows should be one part of a whole, not the star of the face.
The goal isn’t the biggest or boldest improvement, it’s the most suitable one.
My process is collaborative:
I map the brows based on their natural features.
We look in the mirror together and adjust by eye.
I guide the client with my expertise, but they make the final decisions.
I draw out variations so they can see each option.
I observe their brows while they talk, smile, focus near and far — to understand natural movement.
Everything is tailored, personal, and designed to look effortless.
Why This Work Fulfils Me
At the end of the day, I specialise in mature brows because I enjoy the challenge and I enjoy the people. Mature brows aren’t straightforward — there’s history, movement, texture, old tattoos, overplucking, and a hundred little things to figure out. That problem-solving is something I actually love.
But the part that keeps me in this niche is simple: these clients have usually wanted this for a long time. They’ve been pencilling their brows in every day, struggling to get them even, comparing themselves to old photos or their daughters’ brows, and just putting up with something that bothers them.
And then I get to fix it for them.
There’s a very real satisfaction in giving someone something they’ve quietly wanted for years. It feels good to know I’m the person who gets to solve that problem for them. I finish each appointment feeling proud of the work and closer to the client — like we did something properly together.
If you’re considering getting your brows done and want to know what would work for you, book a phone consult and we’ll go through it together.