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Published 17:30 4 Jun 2016 BST
It's described on their website as such:
"All brow needs have been considered to create THE brow product: one to thicken, fill in, and groom them into place. The creamy wax formula is inspired by traditional hair pomade for soft, flexible hold that doesn’t stiffen or flake. A sheer pigment load gives a natural oomph of color so brows look fuller and more even, and the tiny tapered brush allows for precise application. We’re inspired by healthy, face-framing brows and consider brow grooming the last crucial step before heading out into the world: brush your teeth, brush your brows, and then maybe brush your hair."Sounds good, and apparently it is so effective that there was a TEN THOUSAND person waiting list for the $16 product from October until it was restocked in March.
This was confirmed to Refinery29 who were also fully of praise for the product:
The product keeps hairs in place without veering crispy like so many other formulas, but it also adds believable heft to sparse areas and leaves behind a wash of subtle pigment. (It comes in three versatile shades.) Since we started using it a few months ago, it's quickly become one of the easiest — and most rewarding — steps in our makeup routine.The beauty Editor of Glamour was also raving about it:
"The formula is packed with all sorts of delightful ingredients, such as beeswax and carnauba wax to keep hairs in place without the dreaded stiffness associated with brow gels; oleic acid, which is derived from olive oil and keeps brows moisturized; and atelocollagen, a derivative of collagen that helps strengthen hair. It comes in three shades (blond, brown, and black), and I have it on good authority that it genuinely suits all types."
Unfortunately they don't ship outside the US, but they are working on going international. We wait with bated breath.
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