Regardless whether you have brow envy or brow indifference, it makes sense to pay more attention to your arches.
Over the years, brows have been tweezed, thickened and tinted, and brow trends will continue to, well, raise eyebrows.
During the Victorian era - think Queen Elizabeth - the bare brow over a pale complexion ruled. Closely following this trend, women in the 1920s and 1930s shaved off their brows, but sported a thinly penciled in brow.
Then in the 1950s and 1960s, Elizabeth Taylor and Sophia Loren's thickened and sharply angled brows influenced women all over.
In the 1980s, as the full-browed beauty Brooke Shields whispered, "You want to know what comes between me and my Calvins?" in the brand's jeans ad, women weren't really looking at her jeans as much as they were at her brows.
Today, it's impossible to miss the hottest brow trend as British model Cara Delevingne takes over the runways and ad campaigns.
Her naturally bushy brows that are boldly set off against her blonde locks are inspiring women to lay down their tweezers.
If you still think brows are insignificant, take a look at Kendall Jenner (Keeing Up With The Kardashians) who walked the Marc Jacobs Fall 2014 runway show, where she was unrecognisable with her bleached brows.
Aside from trends, brow shapes tell different stories. Benefit's international spokesperson for Global Services, Jared Bailey, has seen it all.
"Brows bring focus to your face and it's the easiest thing anyone can do. It opens up your entire eye area and frames your face," says Bailey, a licensed aesthetician who's been doing brows for a decade.
Bailey, who is based in San Francisco, says that Jean and Jane Ford, founders of Benefit Cosmetics, developed a "brow mapping" technique that helps to identify three portions on any brow regardless of face shape to achieve the ideal brow shape for your face.
Aside from brow mapping and waxing, Bailey says brow tinting is a popular service whereby more than 50 per cent of Benefit's brow services include tinting.
In brow tinting, Benefit aestheticians will custom-blend colours and even the finest hair gets tinted, leaving brows looking fuller.
To clean up the brow area, Bailey favours a combination of waxing, which removes hair from the root and tweezing which refines the shape.