IT Cosmetics has launched the Hello Brow Multi-Bristle Tinted Brow Pen, a liquid brow pen with a multi-bristle, soft-tip applicator, priced at $26 (US) at IT Cosmetics and Ulta. On itcosmetics.com it is listed as the Hello Brow Multi-Bristle Brow Pen. The brand says it is designed to create hair-like strokes and fill sparse areas. Ulta lists the pen as new and in stock, and German beauty news reported the launch on 28 September 2026.
Quick Facts
| Detail | Info |
|---|---|
| Brand | IT Cosmetics |
| Product | Hello Brow Multi-Bristle Tinted Brow Pen |
| Release date | Not yet announced |
| Price | $26 (US) |
| Availability | On sale now in the US: IT Cosmetics, Ulta |
| Shades | 4 |
| Size | 1.5 ml / 0.05 fl oz |
| Finish | Waterproof, transfer-resistant |
| Key ingredients | Castor oil, panthenol (pro-vitamin B5) |
What's New About Hello Brow?
A classic single-tip brow pen draws one line per stroke. Hello Brow's multi-bristle tip is designed to lay down several fine, hair-like strokes at once for filling, shaping and defining. According to IT Cosmetics, the formula uses pure micro-pigments for true-to-tone colour and a waterproof, transfer-resistant finish. The brand describes it as buildable, from a soft, natural look to more intensity.
The pen also includes brow-conditioning ingredients. According to the brand:
- Castor oil softens, conditions and nourishes brow hairs for healthier, fuller-looking brows
- Panthenol (pro-vitamin B5) is a humectant that helps hydrate, smooth and strengthen brow hairs
The full ingredient list on Ulta also includes hyaluronic acid and biotinoyl tripeptide-1.
IT Cosmetics says consistent use improves the appearance of brow density over time. In the brand's consumer study, 92% agreed brows look fuller, 91% agreed the colour lasts all day, and 91% agreed it's easy to use. The brand's before-and-after images show results on thinning, sparse and over-plucked brows.
The Shades
Hello Brow comes in four shades, each matched to a hair colour:
- Universal Blonde: medium to light blonde hair
- Universal Taupe: medium to light brown hair
- Universal Brown: black or dark brown hair
- Black Brown: black hair
How to Use the Multi-Bristle Brow Pen
IT Cosmetics recommends a four-step routine:
- Prep: Start with a clean, dry brow area for the best pigment adherence.
- Fill: At the front of the brow, hold the pen horizontally and use upward flicking motions that follow your natural hair growth.
- Shape: Continue flicking toward the arch, building intensity as desired.
- Define: Rotate the pen vertically and extend strokes from the arch to the end of the brow.
Note: The routine builds intensity from the front of the brow toward the arch, so a lighter hand at the front and more pressure toward the arch follows the same gradient. Because the formula is buildable, colour can be added in layers.
How It Compares with Brow Power
IT Cosmetics also makes the Brow Power pencil. The brand explains the difference like this:
- Brow Power is a brow pencil and brush for shaping and defining. It's long-lasting and budge-proof, and it is positioned for defined brows.
- Hello Brow is a multi-bristle brow pen for shaping and filling. It's long-lasting and waterproof, and it is positioned for natural, fuller brows.
In the brand's positioning, Brow Power targets a crisp, sculpted shape and Hello Brow targets a softer, fuller-looking result.
Where to Buy
- US: IT Cosmetics ($26), Ulta ($26)
- UK: Not yet confirmed
- International: Not yet confirmed
We'll update this post as more retailers list the Hello Brow Multi-Bristle Tinted Brow Pen.
