brows: Latest Posts

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.

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:

1. Prep: Start with a clean, dry brow area for the best pigment adherence.
2. Fill: At the front of the brow, hold the pen horizontally and use upward flicking motions that follow your natural hair growth.
3. Shape: Continue flicking toward the arch, building intensity as desired.
4. 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.

Sources

• IT Cosmetics: Hello Brow Multi-Bristle Brow Pen product page
• Ulta Beauty: Hello Brow Multi-Bristle Tinted Brow Pen listing

MAC Cosmetics has launched the MAC Pro Brow WhipGrip Mousse, an air-whipped, waterproof brow mousse priced at $26 (US) and £24 (UK) and on sale now. According to MAC, it tints and volumises brows with a flexible hold that lasts up to 24 hours without smudging, flaking or clumping. It comes in 14 shades.

Key Details

WhipGrip is a lightweight whipped mousse made with a blend of sunflower seed and carnauba waxes. The ingredient list also includes shea butter, jojoba seed oil and olive-derived conditioners. According to MAC, the whipped texture grips onto each hair to give smooth, clump-free definition and fuller-looking brows, and the hold does not feel stiff.

MAC says the mousse keeps fullness and volume for 24 hours and holds a groomed look for 12. The brand also describes it as waterproof and resistant to transfer and smudging.

The mousse comes with a super-precise micro-styling brush. According to MAC, the brush gives mess-free application and can create anything from naturally fluffy brows to more sculpted, Pro-level shapes.

All 14 Shades

WhipGrip comes in 14 shades. Thirteen range from ash blonde to black, and one, Genuine Aubergine, is a deep purple.

• Fling – light taupe ash blonde
• Omega – soft muted taupe/light blonde
• Thunder – soft grey/ash
• Taupe – medium taupe/ash brown
• Lingering – soft taupe brown
• Stylized – taupe brown
• Brunette – medium brown
• Penny – ginger red
• Hickory – rich warm red brown
• Strut – reddish brown
• Stud – deep cool brown
• Spiked – deep brown
• Onyx – black
• Genuine Aubergine – deep cool purple

How to Apply

1. Remove the applicator from the vial and wipe off any excess mousse on the side of the wiper.
2. Start at the inner brows, brushing upward and outward to build fullness and volume.
3. Sweep outward through the arch and tail to shape and set.

MAC suggests a light touch for a natural, fluffy finish. For a more sculpted Pro-level brow, build the mousse up in thin layers.

MAC's brow range also includes two pencils that can be used alongside the mousse:

• Pro Brow Styler Fill & Shade Pencil – 1.6mm tip, for filling
• Pro Brow Definer 1MM-Tip Brow Pencil – for hair-like strokes

Where to Buy

• US: MAC Cosmetics ($26)
• UK: MAC Cosmetics UK (£24), Selfridges (£24), John Lewis (£24)
• International: MAC Canada (CA$35), Douglas Czech Republic (899 Kč)

Sources

• MAC Cosmetics US product page
• MAC Cosmetics UK product page
• Selfridges product listing
• John Lewis, MAC Canada and Douglas Czech Republic product listings