November 9, 2017 Focus on French Launches

Brow makeup innovations

Brow makeup is unaffected by the crisis: it has been experiencing roughly the same meteoric ascent as nail varnish recently. Today, you can go out without any makeup on, but not if you have not ‘done’ your brows… After palettes, ‘pomade’ pencils, highlighters for the arch, and other brow waxes, pens are all the rage this fall, while tattoos are beginning to show… 

Following the success of brow bars (Boudoir du Regard, Atelier du Sourcil…), and especially of Californian brands like Benefit (a pioneer and world no. 1), whole brow makeup ranges have developed, putting brows in the spotlight. It should be recognized that it has a considerable impact on the face architecture, and women got that right. Being beautiful up to the tips of the brows has become a new credo. Longwear products and the ‘sensational' are trendy this fall. And after subtlety, now is time for more visible results.

Brow pens

Created to redraw, colour, and intensify brows in the twinkling of an eye, their supple tip effortlessly slides and they dry very quickly, providing more intense a colour than brow pencils and mascaras, even if the result can be adjusted (from light to intense). What is their main advantage? They are long-lasting – and most are waterproof.
One of the first was created by Lancôme (Sourcils Tint, a highly accurate, longwear pen, €22).

Many brands have released their own this fall:
• Bourjois (Brow Natural Pen for a natural finish, €12.50)
• Anastasia Beverly Hills (Brow Pen, €24.95, in Sephora stores)
• Artdeco (Long-Lasting Brow Liner, €19)
• L'Atelier du Sourcil (Sublimliner Eye Liner, €12) 

But the most original creation was designed by Mi-Rê, a new Korean brand that has launched Brow Plume Perfection Waterproof Pen & Restructuring Care (€46.99), a perfect hybrid product that could be qualified as ‘browscara', between skincare and makeup. It actually has two tips: a pen for brow makeup (with self-tanning DHA to strengthen the shade… it might seem a bit strange, but the result is very efficient!), and a mascara with a curved brush adapted to all forms of brows, which revitalizes and activates brow growth.

The tattoo effect

Inspired from the microblading technique used in beauty salons, tattoos create the effect of tattooed brows and last approximately as long as a dye.
The most astonishing was created by Maybelline New York (Tattoo Brow, Peel-Off, 3-Day Gel Tint, €12.90, two shades: Dark Brown and Medium Brown). This ‘peel-off' brow gel can be easily applied with its accurate pencil. Just leave it to dry for at least 20 minutes, two hours if you want it to last up to three days. Then, remove the film with your fingers, starting from the brow base. The brand recommends not using cleansing products around the brows for 24 hours after the application. The very nice-looking result is a blurred, natural halo that fills out and colours the brows.

In turn, L'Oréal Paris has just launched Brow Artist Micro-Tattoo (€12.20), which differentiates itself with a micro-precision trident-shaped applicator to redraw brow hairs one by one, and a complete range of six shades. Here, the brows are visibly densified all day long, but the effect does not last past 24 hours.

Lastly, L'Atelier du Sourcil has created Permaline (€22), also a longwear texture.

Festive brows…

You can also have fun with your brows!
Guerlain has imagined a Gold mascara for brows and lashes, but also hair (€25, limited edition) for the Gold Light Topcoat Christmas Collection. It may be applied on its own or with another shade.

Finally, Lancôme has invented the Ladurée brow, a brow powdered with milky, pastel pink that looks like icing sugar (Sourcils Styler 06 Milky Rose, €22, ‘French Temptation' 2018 Spring Makeup Collection, inspired from French pastry-making, as from next January 22)!

It is not the last time you have heard about brows: in our next Focus On post, we will deal with brow-dedicated skincare…

Ariane Le Febvre

© CosmeticOBS-L'Observatoire des Cosmétiques
Your comments

Please login to see all comments

All articles [79]
February 15, 2018 Focus on French Launches
New wave hydration…

The 2018 vintage stands out with its peculiar ingredients (novel plant extracts, rare thermal water, use of probiotics…), booming concepts like neurocosmetics or anti-pollution, and sorbet or transforming textures. The gel texture and extreme sensoriality are at the forefront. As for... [Read more ]

February 8, 2018 Focus on French Launches
Inventive eyeliners

Innovations are not that frequent in this field… With the emergence of wheel eyeliners that slide in the blink of an eye, the gesture gets real simple! And there are other innovations in the field of long wear and colours. Eyeliners are on a roll! [Read more ]

February 1, 2018 Focus on French Launches
Foam textures for the body

This spring’s new trendy tune might well be as light as ‘foam’! Cleansing or moisturizing, foam textures are on a roll in body skincare. Soft as caresses and light as feathers, they offer seducing sensoriality. [Read more ]

January 25, 2018 Focus on French Launches
When vegetables grow in our creams…

Of course, flowers make us dream more than veggies do. It is not that we have seen it all with flowers, but it was to be expected (with the superfood trend!): beetroot, kale, spinach, cucumber, carrots… vegetables are prime guests in skincare products this spring… [Read more ]

January 19, 2018 Focus on French Launches
Matte lip balms

Beware of the matte epidemic! After lipsticks, here come moisturizing lip balms able to provide matte effects. Your mouth will get beautified and velvety like a petal, comfort included! [Read more ]

© CosmeticOBS-L'Observatoire des Cosmétiques
January 11, 2018 Focus on French Launches
Natural hair dyes: something’s happening at last!

Things are changing for this new, more and more popular way of colouring hair: satisfactory colour results and durability, great variety of shades… there is more and more expertise and knowledge in the field of plant-based or mineral dyes. And with the arrival of the first... [Read more ]

January 4, 2018 Focus on French Launches
New anti-aging body care

As the population counts more and more ‘senioristas’, anti-aging body care is getting promotion! What is new is that we are no longer dealing with ‘mere’ regenerating skincare here, but global anti-aging treatments specifically intended for the body’s mature skin... [Read more ]

December 21, 2017 Focus on French Launches
Pistacia lentiscus

The tears of pistacia lentiscus (also known as lentisk or mastic) cannot but make us smile! This precious resin revives the cell activity and helps the skin naturally regenerate. You will find this precious ally in the most promising anti-aging skincare products of this end-of-year. [Read more ]

December 14, 2017 Focus on French Launches
Fluid concealers

No more sticks and thick textures that leave marks, especially when you are no longer that young! More flexible and malleable, new fluid concealers just cannot be detected. Showcased as pens, in cannula tubes, or – most often – in small bottles with a foam tip, they reveal precious... [Read more ]

December 7, 2017 Focus on French Launches
Pretty hand creams at last!

The season of hand creams has come! The good news is, at last, they are presentable, even luxurious. New nicely-shaped packaging (oval, pebbles…), original decorations, and precious formulas stand out as the end of the year approaches. Design and skincare have finally blended! [Read more ]