Brows have been big business in beauty for quite some time now but this week saw the crowning of new category king, Benefit Cosmetics. According to estimated retail sales from July to September 2016, the American makeup giant is the number one brow brand worldwide, beating previous winner Anastasia Beverly Hills to the top spot.
This could be down to a number of reasons, the first being that women are definitely considering their eyebrows more than ever (brow-related sales increasing by 37 per cent during the same three-month period). For Benefit in particular, an ongoing dedication to the category including its slew of new products, vibrant packaging and a strong Instagram game will have undoubtedly encouraged consumers to think of the brand for everyday brow solutions.
Benefit currently has more than 2000 BrowBar Beauty Lounges in 41 countries with more than 4000 aestheticians around the world. In July 2016, it further cemented its reputation as the global brow authority with a collection of transformative products that aim to volumise, shape, fill, highlight, prime, and define the brows. Top sellers include gimme brow, ka-brow!, and good proof brow pencil.
