Brow makeup arches up

Higher arch, natural arch or low arch? Full bodied or on the slimmer side? Whatever the shape of one’s brows, the bottom line is that bold brows are on trend and ooze sex appeal.


Sales of eyebrow makeup at food, drug and mass (excluding Walmart) rose 8% to more than $50 million during the most recent 52 weeks ended April 15, according to SymphonyIRI Group. Taking the top spot, according to the data, is Maybelline New York’s Define-A-Brow. The micro-
mechanical pencil, which comes with a comb, delivers precise application for evenly defined brows. The smear-proof formula offers all-day wear.


More recently, Maybelline New York introduced in January its new Master Shape brow pencil. The wax pencil features subtle color pigments for a natural look, and the groomer brush adds the finishing touch.


As further evidence of the trend, Benefit Cosmetics recently declared April 16 to 22 as National Brow Week. The San Francisco-­based beauty brand has been shaping brows for more than 35 years. According to the company, it sells one brow product a minute, 24 hours a day, 365 days a year at more than 2,100 counters worldwide.


The beauty brand has more than 400 Brow Bars across the United States and more than 650 Brow Bar locations around the globe. Benefit Brow Bars originated in the brand’s San Francisco Boutiques. Today, Benefit has Brow Bar locations in Macy’s, Ulta, Bloomingdale’s and Belk stores across the country.

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