If you’re female and have been on the Internet lately, we’re willing to bet you’ve experienced what it’s like to be borderline-hypnotized by a video of brows being filled-in and filled-out. As followers of entirely too many beauty-related Instagram accounts, this happens to us once a day, minimum. We see brows pop up in our feed and we just can’t. look. away. No matter how many eyebrow makeovers we gawk at or how confident we get in our own arch-building techniques, we continue to watch. Which recently got us asking: What is it about brow filling-in that scintillates and satisfies us so—considerably more than any other type of beauty how-to? (No offense, contouring vids.)

We decided to launch a full investigation into why brow videos have such highly addictive properties—and the experts we reached out to offered up a few explanations that ring true. First, and most obvious, is the fact that bold, full arches are still a relatively recent beauty phenomenon for those who don’t quickly embrace runway/editorial trends, so many women aren’t yet feeling confident about their techniques. “Because interest in brows is new to many women, there’s a lot of curiosity around them,” says Huda Kattan, the makeup artist/all-around beauty genius behind many viral brow videos.

We’ve sensed there’s something much more instinctive at play, though. Brow tutorials almost seem to calm us. Turns out, that’s not a crazy thought. “The repetitive motion of brow how-tos can be soothing and have a positive impact on our mood,” notes A.J. Marsden, assistant professor of psychology at Beacon College in Florida. Pair that little happiness surge with the instant-gratification factor, and no wonder we can never resist just one more fix. “Usually the how-tos make the effect look like something that we can easily accomplish in a short period of time. That is, it’s something that all women feel like they can easily achieve,” Marsden adds. “The tutorials are usually quick with dramatic outcomes. A quick pencil fill here, and a pluck there, and you look sleek and ready to go. Much faster and easier than, for example, eyeshadow tutorials.” At the same time, those delicate-yet-impactful pencil swipes or brush strokes may stimulate the creative side of our brains. “There’s an art-like element to it,” says New York City psychologist Jonathan Alpert, author of Be Fearless: Change Your Life in 28 Days. “You take something that isn’t so pretty and make it stand out. There’s a level of accomplishment and satisfaction too.”

It’s the timeless appeal of the makeover. “When you see before and after images or videos, people with no brows look older, or their faces don’t look shapely,” Kattan says. “Then all of a sudden, boom! You add brows and they look like a different person.” Still, you’d think we might get a little bored after watching, you know, like 57 tutorials over the past year. Yet we don’t, and that’s thanks to endless combinations of brow shapes and products (pencil vs. powder and brush vs. gel, oh my). The fact that no two tutorials are alike ensures that we keep looking for one that more closely mimics our exact brow issues. And why vloggers keep churning new ones into our social media feeds. “Tutorials may seem repetitive, but having a variety to watch helps the viewer eventually find the one that addresses her personal brow concerns and helps her learn how to fix them,” notes Claudia Soare, president of Anastasia Beverly Hills, another wildly popular source of brow how-tos on Instagram.

A video posted by Anastasia Beverly Hills (@anastasiabeverlyhills) on Mar 30, 2016 at 10:48am PDT

With each video viewed, we fantasize (consciously or subconsciously) about this latest trick working on us—especially since ultimately, altering brows is far more straightforward than significantly changing other aspects of our appearance. “Eyebrow shaping may be especially compelling because it appears attainable to the everyday woman,” says psychologist Vivian Diller, Ph.D. “Most women’s skin, hair and body cannot be easily transformed into model-like perfection, but with relative ease and inexpensive techniques, eyebrows can be shaped and filled in beautifully.” Amen to that.

And just in case you still haven’t gotten sucked into the black hole that is watching eyebrow transformations on the internet, here are 20 of our favorites that are sure to mesmerize you.

Watch Everything You Need to Know About Shaping Your Eyebrows:

Watch this video on The Scene.