Beauty

Benefit Cosmetics unveils its new brow collection

Benefit Cosmetics Author: Julia McEwen

Beauty

Benefit Cosmetics unveils its new brow collection

Well-groomed brows are a powerful thing. They have the ability to frame your face, make you look younger and transform your features—and that's something any woman (and some men)—can get behind.

It's also one of the fastest growing categories of the cosmetic business, which is likely due to its mass-appeal. "Brows actually have the broadest age range of any segment in the beauty industry," says Julie Bell, Benefit Cosmetics Executive Vice-President of Global Marketing. "Younger gals are inspired to achieve celebrity brows while older gals are more concerned with thinning and disappearing brows," says Bell.

Eyebrows are something that the folks at Benefit Cosmetics know well. They got their start in the brow game in 1976, doing eyebrow waxing in the Mission district of San Francisco. Now, they have more than 1,800 Brow Bars in 45 countries and are the largest employer of aestheticians in the world. "Brows know no borders, whatever your ethnicity or wherever you live in the world, the power to transform your face is universal," says Bell.

Today the brow obsessed beauty brand is announcing one of its biggest launches to date, a 9 piece collection—with massive shade range—that will help women solve brow dilemmas (such as patchy, skimpy, light coloured or barley there hairs) and instantly transform their look. The idea behind it was to make the products simple enough—one of the products is even called Goof Proof—to give women the confidence to be their own brow expert. Plus, the packaging is out of control good—both for functional and pretty on the eyes reasons.





Ka-BROW! Cream-gel Brow Color with brush, $36.
High Brow & High Brow Glow Highlighting Pencils, $29 each.
Ready, Set, BROW! 24-hour invisible shaping & setting gel, $30.
Precisely, My Brow Pencil Ultra-fine Brow Defining Pencil, $30.
3D BROWtones Subtle Brow-Enhancing Highlights, $30.
Goof Proof Brow Pencil Super Easy Brow-filling & Shaping Pencil, $30.
BROWVO! Conditioning Primer Nutrient-rich Primer for Fuller-looking Brows, $36.
Brow Zings Total Taming & Shaping Kit for Brows, $46.
Gimme Brow Brow Volumizing fiber gel, $30—this is the same trusted Gimmie Brow but in a new package with one more shade offering.

The collection will be available at Benefit Boutiques and Sephora on July 2016.
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Benefit Cosmetics unveils its new brow collection

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