Eyebrow serums are more affordable than ever

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As the line between skincare and makeup blurs and the no-makeup look continues to thrive, there has been an influx of cosmetics aimed at enhancing your no-makeup look. Think: skin-nourishing foundations and concealers, lip-enhancing glosses and lash-lengthening mascaras, all of which keep you looking great long after you wash them off. And now, this “makeup that does more” trend is hitting our brows, with an increasing number of brands launching growth serums you can get for under $70.

“If you wash your face and you’re happy with what you see in the mirror, whether it’s acne, skin, pores, eyebrows, whatever, then you’ll probably feel better in your makeup too,” says Emily Amick. , a celebrity makeup artist in New York City. “It all starts with having a good routine and sticking with it and finding things that work for you in the long run, because makeup is such a quick fix.”

Slowly but surely, we’ve taken a less-is-more approach to brows. We went from super deep dark brows with Anastasia Beverly Hills Dip Brow to full yet fluffy brows with Glossier Boy Brow. And as brow gel has become increasingly popular, we’ve seen a rise in gels with brow conditioning ingredients (think: Kosas Air Brow ($24), Keys SoulCare Soft Stay ($15) and Saie Brow Butter). ($20) And recently, cosmetics brands have gone a step further and started formulating products that stimulate growth.

This upward trend dates back to the launch of Latisse, the OG lash serum, in 2008. “What started this interest in brow growth was initially the focus on lash growth,” says Ivy Lee, MD, a dermatologist in Pasadena, California. “That was driven by the [Food and Drug Administration] Latisse approval, and the main ingredient there is bimatoprost, and that’s an FDA-approved ingredient in eyelash growth serum for use on lashes,” and it’s often prescribed off-label for eyebrows.

Latisse, however, is quite expensive. “The problem with FDA-approved products like Latisse is that a lot of my patients get really excited about it, but then at $180 a month, they can’t afford it; I can’t afford to use it every month,” says Dr. Read Cosmeceutical brands like neuLash and RevitaLash, which have also launched post-brow serums, have stepped in with super-effective non-prescription options. But they’re still expensive: neuBrow is $85 and RevitaBrow is $110. In recent months, makeup brands Anastasia Beverley Hills, The Ordinary, rem beauty, and Kosas have released their own less expensive brow serums.

Understanding the ingredients

This new crop of brow serums uses ingredients known to condition and strengthen hair for an optimal growth environment. Two that appeared in the four new releases are vitamin B5 and peptides.

“Vitamin B5, you’ve probably seen a lot. Another word for this is pantothenic acid,” says Dr. Lee. “This is found in many of our shampoos and in many of our lash and brow products. This is one of the most heavily marketed ingredients in the Pantene brand, and it’s an essential nutrient.” Dr. Lee says it’s important for hair health because it helps synthesize coenzyme A, a process necessary to keep cells healthy.

Peptides are one of the rising stars in skin care thanks to their ability to boost cellular activity. Different peptides have different functions, but they are not as well researched as other ingredients. “The tricky thing is that when you look at the evidence for just peptides in skin care, it’s not as strong as the evidence we have for retinoids or vitamin A, or even antioxidants and vitamin C. So I would say that the scientific evidence is quite uncertain,” says Dr. Lee. Lastly, these serums also include more tried-and-true hair-enhancing ingredients, like biotin, which stimulates the production of keratin in the hair and increases follicle growth.

As cosmetics, these brow serums cannot make as strong claims as prescription serums like Latisse. “The challenge for consumers is to assess, ‘Well, is this legit or not? Is this something that’s safe and effective or not?'” says Dr. Lee. “The test is very different if it’s a cosmetic, compared to if it’s a drug-reducing drug.”

However, with reasonable prices and therefore a low barrier to entry, Dr. Lee says these serums are worth a try. He just makes sure to test them on an inconspicuous area (like under his jaw) for a few days to make sure his skin doesn’t react badly and keep going.

“Having these brow serums that are affordable and probably safer, it’s great that you can try them without breaking your budget,” says Dr. Lee. “The proliferation of this category and the fact that we have so many options is a wonderful thing.”

Anastasia Beverly Hills Brow Genius Conditioning Brow Serum — $65.00

This Anastasia Beverly Hills release is iconic. The brand is part of the reason we can’t get enough of bushy brows, and now this serum helps you enhance your natural brows. Uses Red Clover Extract to encourage fuller-looking brows and protect against breakage, Korean Red Ginseng to make brow hair appear thicker, and Vitamin B5 to soften and smooth rough or rough texture for easier combing and manageability. .

Kosas GrowPotion Fluffy Brow + Lash Boost Serum — $48.00

Designed for both brows and lashes, this Kosas serum uses peptides and keratin to accelerate hair growth, resulting in fuller-looking brows. It also contains vitamin B5 to promote smooth, shiny hair. In a 12-week study of 29 subjects, 97% saw an improvement in brow length and lash volume.

“After creating our best-selling Air Brow Clear ($24), I was so impressed with the enhanced appearance of my natural brows that I wanted to make a version that I could wear overnight without definition or setting,” says Sheena Yaitanes, founder of Kosas. . “To the Growpotion formula, we added six times more powerful and effective hair-stimulating actives so brows and lashes can reach their fullest, fluffiest potential.”

The Ordinary Multi-Peptide Eyelash & Brow Serum — $15.00

This concentrated yet lightweight serum uses a blend of four peptides and vitamin B5 to promote thicker, fuller, healthier lashes and brows. It also contains a combination of Camellia Sinensis Leaf Extract, Larix Europaea Wood Extract, and Zinc Chloride to support hair density and thickness.

rem beauty Brow and Eyelash Enhancer Serum

rem beauty Blooming Brow & Lash Enhancing Serum — $40.00

Combining biotin and tetrapeptide, this serum from Ariana Grande’s rem beauty promotes longer, thicker lashes and brows while protecting against breakage and hair loss. It is ophthalmologist tested and can enhance your brows and eyelashes in just four weeks of use.

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These products are independently selected by our editors. Making a purchase through our links may generate a commission for Well+Good.

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