Kim Kardashian's new bleached brow look was so surprising that it debuted this week with a new hashtag #DontBeScaredOfMyBleachedBrows.
We were scared - we can't help it - as there's something unnerving about a woman losing her face framers. As expertly exhibited by the polaroid taken alongside the bushy-browed Cara Delevingne, you just can't overestimate the power of a brow to give your face structure and form. (Bad selfie partner for the brow-and-tell by the way, Kim.)
Or was it? You see, we also can't overestimate the power of Kardashian's beauty moves to reel in the masses - as we duely were.
But Kardashian has serious pulling power when it comes to dictating beauty moves to masses; was this a new beauty trend alert from Kardashian? We hope not.
Was she following in her younger sister's, Kendall Jenner, bleached-brow Marc Jacob's autumn/winter 2014 catwalk steps? We doubt it. Or was she just after our undivided attention? Highly likely.
Mrs West went on to explain that her new barely-there blonde brows were for a photo shoot. She must have liked the look though, to bleach brows takes minutes, as does the dye-reversal job (as performed backstage at the Alexander Wang show last season). No need for an outing then?
This reminds us of the time the beauty world stopped turning its cogs when the reality TV star stepped out with blonde hair, only to reveal it was a wig; ""It's just a wig! Looks so real though right?" she asked? It did. So good in fact, Kardashian took the positive reaction and ran all the way to the salon to bleach her own lengths for real a few weeks later.
The moral of the story is, we must try harder not to raise a brow every time she makes a beauty move, and for those of you at home, don't bleach your brows.