Shaping a movement: Dramatic, tamed brows trending

Despite the new emphasis on lips, eyebrows are still raising sales, especially as more brow taming products hit the mass market. To wit, eyebrow makeup sales rocketed 50% for the most recent 52-week period, according to IRI. In comparison, the eye category as a whole was held to low single-digit increases.

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What’s behind the wildfire growth is a movement for dramatic, yet tamed brows. The trend was ignited by such specialists as Anastasia Soare, who introduced the concept of brow shaping to salons in the United States, as well as celebs sporting the “eye brows on fleek” revolution. Women took to social media — especially Instagram — to show off well-manicured brows.



Now shoppers don’t have to go to a specialty store or online to get brow grooming needs.



That’s created sales of a whole new area within eye. Among the products getting attention are Ardell’s assortment of grooming kits, brow shapers, pencils and brow defining powders; L.A. Color’s Perfect Brow Palette; NYX Eyebrow Powder and Pomade; e.l.f. Studio Eyebrow Kit; and Maybelline’s Brow Drama. In particular, the Maybelline Brow Drama is getting a big push from on-shelf presentation in chains, such as Rite Aid, and a major television presence. Also just hitting shelves is the Milani Easybrow Tinted Fiber Gel, which applies to brows much like a mascara.



Compounding the importance of the brow segment is the fact that it is incremental business and a companion sale to liners and mascaras.