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Perfectly Groomed Brows Are Boosting the Beauty Industry

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Photo: <a href=";theater">Benefit/</a>Facebook
Photo: Benefit/Facebook

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Full brows are in, and women of all ages are handing over their wallets to get the Cara Delevingne look. According to WWD, the NPD Group estimates that US sales in the prestige eyebrow market have nearly doubled since 2011. At $143 million, sales are up 35 percent from last year, while the total prestige beauty market only increased 6 percent.

As a result, beauty brands are stepping up with new, brow-focused products and services. Benefit Cosmetics's Gimme Brow has basically reached cult status, and the company is launching a beauty bar in NYC called Brows-a-Go-Go. RevitaLash launched a $32 brow gel that's meant to condition and prevent breakage. And L'Oreal will introduce a brow gel called Brow Stylist Plumper.

Also available, on a very different level: brow extensions. For $170 at Blink Brow Bar in the UK, a technician will painstakingly glue individual brow hairs onto your eyebrows, similar to the way lash extension are applied. NPD vice president and global beauty industry analyst Karen Grant told WWD: "Because of the economy, Europe has been struggling in beauty—makeup, skin care, everything. But brows have been growing. This is a global phenomenon."
· The Brow Boom [WWD]
· L'Oreal Recruiter Gets Schooled By Millennial Beauty Activist [Racked]
· Tyra Banks Invents New Words to Explain Her Beauty Line [Racked]