Brows have been a huge focus of the beauty industry over the last couple of years. We're all striving for big, bushy, voluminous brows and there are now thousands of products claiming to give them to you. I've tried out the newest brow offering from 100% Pure, a brand focused on beauty without shitty ingredients. Here are my thoughts.
The moment I saw this product I knew I had to try it. I've been an avid 100% Pure fan for a while now. It's one of the very few brands I've found that has TRULY GOOD ingredients lists. None of this not-technically-a-sulfate-but-pretty-close BS. True to form, their Green Tea Fiber Brow Builder hits the mark in terms of what's inside.
I mean, come on. I'd eat it. "May contain iron oxides" is a little WTF but the rest is just gorgeous. Compared to a fiber-based brow product from a traditional beauty brand, 100% Pure have completely nailed it in this respect.
Like all 100% Pure products, this brow builder is vegan and cruelty-free. I got the shade 'soft brown', though there's only one other which is darker and called 'medium brown'.
The box is an ombre cream into pink, with black text and silver foiled detailing. I've never been a huge fan of the overall aesthetics of their outer packaging, but it's not hideous. The tube itself is a light metallic mauve grey with the same silver detailing as the box. It's pretty enough.
My first impression was that it was TINY. It takes up a third of the actualbox, so this is not only a bit deceptive but a total waste of packaging. The tube itself was also wrapped in plastic, which I understand is for safety and longevity, but cmon, it's 2020, do we not have an alternative that won't fuck the environment?
The wand has a tiny little spoolie brush on the end, not dissimilar to what you'd expect from a mascara wand, only much smaller. The formula has a typical beauty product smell - it doesn't smell natural which could be a big drawcard for people who hate that kind of scent.
Here's what my brow looked like before application. She's a patchy little bitch and always has been. Whatever.
And here's what it looked like after:
To apply, I pulled out the wand and gently brushed upwards starting from the inner side of my brow and moving out. Some product did apply too heavily in certain areas, but I was easily able to spread it out without having to pick up my brow brush.
The end result did give me fuller, thicker, less patchy brows and I'm actually really happy with how this turned out given it's my first time using any kind of fibre-based brow product.
Up until now I have been using a brow powder with a brush but I don't find it particularly natural-looking or practical for on-the-go application. I much prefer the look of this. How about longevity?
9am: Product applied, nothing else on brows or face
12pm: Still kickin'
3pm: Loss of volume on the inner side of brows
9pm: No change from earlier
I was unsure if $35 per tiny tube is great value. The chemical-laden L'Oreal version is the same size for $15 less. Is that justified? I'm ameliorated by the fact it did last and look good all day, and isn't something I'll be using daily but perhaps once a week at most. I will update this post when I reach the end of the tube and we'll see how long it lasted.
As always, here are my ratings.
xoxo EM
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