Here's a little secret you may or may not know — shapely eyebrows can instantly change your face. So says self-professed 'eyebrow ambassador' Hilary Foote, who firmly believes that a good eyebrow wax is like a "mini makeover".

"Eyebrows can frame your face and bring out your best features," says an enthusiastic and extremely perky Hilary, who's in South Africa to launch Woolworth's new Benefit Brow Bar.

The idea behind the brow bar is that today's busy woman can pop into Woolies for a brow wax at any time and be ready for an interview, hot date, or special occasion... after just 20 minutes. No appointment needed.

"I love watching a woman's confidence soar after shaping her brows," adds Hilary.

So why wax?

Hilary says that waxing hurts less than the latest trend of threading, is quicker, and gives you a better shape.

Benefit has their own 'special' measurement formula proven give your brows the shape that suits your face.

For those of you who don't know what Benefit is, it's a renowned San Francisco-based cosmetic brand which was started by two sassy ex-models (Jean and Jane Ford) back in the '70's, who felt there was a need for 'fun' make-up.

And so in line with their philosophy, Benefit's Brow Bar is designed as a "girl's club" of sorts which is warm and inviting, and best of all — fuss free.

They opened their first brow bar some five years ago and now offer a brow shaping service at most of their boutiques and department store counters around the world.

With over 15 years of beauty industry experience, Hilary has helped perfect the Benefit brow arch, under the guidance of its co-founders.

The brow bar at Woolworths V&A is its first in South Africa.

"Benefit has an international reputation as the brow experts, and we're pleased to be able to offer this service to our customers," says Joanne Wilson, who heads up beauty at Woolworths.

What's good to know is that Benefit doesn't follow trends, as much as they are inspired by them, so you know you will always get the same treatment at their bars, which is a relief — there's nothing worse then a bad hair cut or eye brow wax.

Hilary says that she believes in the natural look — making you look as natural as possible — not by covering up your look, but by highlighting your best assets.

Essential products for brows?

When I asked Hilary what three products she would choose that are essential for a great brow do, she listed the following:

• Erase Paste: A concentrated concealer that camouflages and brightens.

• Brow zings: A complete brow kit with all the tools you need for clean, smooth, perfect brows.

• BADgal lash: It's like a set of false eyelashes minus the glue.

In addition to brow tweezing (R55), the Benefit Brow Bar at Woolworths also offers lip (R55) and eyebrow (R65) waxing, as well as a full facial wax (R145).