Glossier Boy Brow

Glossier, Milk Makeup, and Fenty Beauty all sell brow gel now, but Glossier's Boy Brow made me realize eyebrow grooming could be a 30-second step instead of a 10-minute project. The tube is tiny, about the size of my index finger. Its brush applies just enough tinted gel to fill in sparse areas without looking drawn on. I like that the formula dries matte rather than shiny, because glossy eyebrows look weird in person even if they photograph well. Packaging is Glossier's signature bubblegum pink with minimal text, and the product name is printed so small you almost have to know what it is already. The brand has figured out that their audience doesn't need to be sold on the concept. They just need the product to be easy to find and easy to reorder.