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It's not news that brows are a hot topic in beauty and that there's a cornucopia of products out there purporting to help perfect yours. Starting June 24, however, Benefit will attempt to corner the market on brows with the biggest launch in their 40-year history, offering 45 new products.
In 1976, twin sisters Jean and Jane Ford opened The Face Place in San Francisco, offering brow services and makeup. This eventually turned into the Benefit we know today, and the brand claims its Brow Zings compact was the first brow grooming kit on the market, launching almost 20 years ago.
Fast forward to now. The brand offers brow grooming at 1,800 global locations and employs over 3,000 aestheticians. Benefit hopes this launch will establish their brow dominance once and for all, and honestly, it has everything you could possibly need –and a few things you likely never thought of – for your arches.
Most of the 45 products are brand new, along with a few new formulations and shade additions for existing products. Many of the products come in six shades, numbered one through six. So whatever number you deem yourself should work across all the different products.
Two weeks ago the brand brought 90-plus Instagram and YouTube influencers – including Jeffree Star and Kylie Jenner's go-to guru Hrush Achemyan – and a handful of reporters to Las Vegas for an appropriately flashy launch event, complete with a nightclub party and a poolside "fair."
Here's a preview of what's to come in June, and you can also poke around here to digitally play with them:
Precisely, My Brow Pencil ($22)
This super-fine pencil, which includes a spoolie brush on one end, is best for drawing in "hairs" for those of us who may have been a bit too overzealous with the tweezers.
Goof Proof Brow Pencil ($24)
This is a great everyday, go-to option. The diamond shaped tip allows you to achieve really fine strokes, while the wider end is good for shaping and darkening. It also features a spoolie brush on one end.
Ka-Brow Cream-Gel Brow Color ($24)
In my opinion, this is the WOW product of the bunch. The waterproof gel formula stays on for 24 hours, and the skinny brush (which has a pretty ingenious storage system in the cap) allows you to apply strategically. It's also the product that allows you to make a dramatic brow the fastest.
Ready, Set, Brow ($24)
This is a clear gel brow "mascara" meant to be a last step for shaping and setting.
3-D Browtones ($24)
This brow highlighter is for the person who really wants to get fancy. It's meant to provide contrast to your existing brow color, kind of like balayage for your brows.
Browvo! Conditioning Primer ($28)
This innovative product is basically skin care plus a primer for your brows. It has a soft silicone applicator and contains keratin and soy protein to help thicken, and acts as a primer to help product stay longer. I use it as a standalone product some days just for a bit of definition.
Brow Zings ($32)
This old favorite gets an upgrade with new tools, a new formula, and new shades.
Gimme Brow Eyebrow Gel ($24)
This previously existing tinted brow gel gets a new shade addition, medium.
High Brow & High Brow Glow ($22)
High brow is another brand favorite that's been around forever, but now it gets a companion color called High Brow Glow, which is champagne colored.
Disclosure: Benefit paid for my travel and lodging for the launch event in Las Vegas.