For over 30 years, 1000HOUR® Lash & Brow Dye Kits have been a go-to solution for salon-quality beauty results at home. Passed down through generations, the brand has established itself as a trusted name in lash and brow care. However, in today’s fast-paced, trend-driven beauty landscape, staying relevant requires reinvention. With a bold rebrand, expanded product offerings, and a renewed commitment to sustainability, 1000HOUR® is setting the stage for its next chapter.

The Why Behind the Rebrand

The rebrand marks the first complete overhaul in 1000HOUR®’s history. Sylvia Lechowicz, 1000HOUR®   Brand Manager, which is owned by Chemcorp, explains that while the formulas have remained beloved, the packaging had begun to feel dated. “The products have always been salon-quality, but the packaging no longer resonated with the next generation of consumers,” she says.

To ensure the rebrand aligned with customer expectations, 1000HOUR® conducted extensive market research, surveying loyal users and analysing beauty trends. The result? A modernised design featuring a clean, neutral colour palette that reflects its tagline, “enhancing natural beauty,” while maintaining its cross-generational appeal.

“Our audience is diverse,” Sylvia elaborates. “We cater to Beauty Seekers (approximately 16-34-year-old females), who are young, trend-driven, and social media savvy, as well as Beauty Enhancers (approximately 35-64-year-old females), who value convenience and effective solutions. The new branding strikes a balance, appealing to both groups without alienating either.”

A Strategic Update to the Product Range

In addition to the aesthetic refresh, 1000HOUR® expanded its product line to meet growing demand for versatile beauty solutions. Market research revealed a strong interest in brow styling waxes, powders, and pencils, as well as hair colour touch-up products. In response, the brand launched new options, including three additional dye shades:

  • Medium Brown: Two shades lighter than Dark Brown, ideal for soft, natural definition.
  • Graphite: A medium ash brown designed for blondes and those with grey hair.
  • Light Brown/Honey: Perfect for redheads and strawberry blondes seeking subtle enhancement.

Sylvia highlights Graphite as a standout. “This shade is a game-changer for blondes looking for natural, defined brows without overpowering their features,” she notes.

Embracing the DIY Beauty Boom

With the rise of DIY beauty, 1000HOUR® has positioned itself as a leader in providing professional-grade results at home. Its Lash & Brow Dye Kits are designed to deliver salon-quality outcomes for just $19.99, offering 12 applications—equating to only $1.66 per use. The kits come in seven shades, catering to a wide variety of skin tones and preferences.

Additionally, the brand introduced the Microblading Pen, which mimics professional microblading results, allowing users to achieve natural-looking brows with ease. “We’re making beauty routines accessible and empowering consumers to create professional results from the comfort of home,” Sylvia says.

Reaching Consumers Where They Are

A critical component of 1000HOUR®’s growth strategy lies in its partnerships with major retailers like Priceline and Chemist Warehouse. “These partnerships make our products more accessible while reinforcing our reputation as a trusted beauty solution,” Sylvia explains. In-store promotions and targeted campaigns help 1000HOUR® reach a broader audience while maintaining a cohesive brand identity.

Sustainability at the Core

As consumer priorities shift toward ethical and sustainable practices, 1000HOUR® has taken significant steps to align with these values. The brand has removed single-use plastics from its packaging, adhering to the Australian Packaging Covenant framework, and continues to explore eco-friendly innovations.

“We understand the importance of sustainability to our customers,” Sylvia says. “It’s not just about quality anymore—it’s about making responsible choices.”

Honouring the Past, Looking to the Future

As 1000HOUR® looks ahead, its focus remains on innovation, sustainability, and customer-centric growth. By integrating consumer feedback into its product development, the brand ensures it stays relevant while honouring its rich legacy.

“Our goal is to remain a trusted name across generations,” Sylvia concludes. “By blending timeless appeal with modern innovation, we’re creating a brand that resonates with everyone, from loyal fans to first-time users.”

1000HOUR® isn’t just keeping up with the times—it’s setting a new standard in the world of DIY beauty. Through thoughtful updates and strategic growth, the brand continues to enhance natural beauty while meeting the needs of today’s diverse consumer base.

Brand Ambassadors

 The 1000HOUR® ambassadors—Jules Robinson, Tegan Martin, and Olivia and Ashley Mescia—play a pivotal role in connecting with the brand’s diverse audience. Jules bridges generations with her relatable yet aspirational appeal, Tegan inspires younger consumers with her focus on fitness and beauty, and the Mescia sisters engage trend-driven Beauty Seekers while also appealing to Beauty Enhancers. Together, they ensure the brand resonates across all age group.

Jules Robinson

“I love the new Microblading Pen because it makes filling in my brows so easy and natural-looking. It’s quick, lasts all day, and gives me a polished look without any hassle. It’s become a go-to in my routine!“

Tegan Martin

“I’ve been using the lash and brow dye kit for over a decade, and it’s my go-to for defining my lashes and brows, so I can feel confident without makeup! My top tip: choose the blue-black shade for your lashes – it gives the deepest, most intense look.”

Olivia Mescia

“My favourite 1000HOUR product has got to be the Heated Eyelash Curler! I think it’s my new favourite little tool and addition to my morning skincare & makeup routine. Helps straighten & lift my lashes so they are looking luscious all day long.” 

Ashley Mescia

“My favourite 1000HOUR product is the Instant Brows Clear Eyebrow Gel. I use this product almost daily because I love having my brows set in place all day long even on no makeup days.”

Before & After images

1000HOUR Lash & Brow Dye Kit Tutorial

‘Salon quality results in 10 minutes’

1000HOUR is available in Priceline, Chemist Warehouse, selected stores nationally and online at www.1000HOUR.com.au