e.l.f. Wow Brow–Build Voluminous Brows That Won’t Budge

My favorite type of brow product to create perfectly shaped eyebrows is brow pomade. Last month, I reviewed e.l.f. Lock on Liner and Brow Cream. It’s an amazing product, and easy to use, but not the quickest thing to apply. When I don’t want to spend very much time on my eyebrows, I reach for a tinted brow gel instead.

Similar to brow pomade, I use tinted brow gel as a 3-in-1 product to fill in, define, and hold my brow hairs in place. That’s really the only similarity between the two products. I don’t believe any tinted brow gel is capable of perfecting eyebrows like a pomade can, but they are effective for providing some color, shape, and hold. That’s enough for me to feel a little more put together and ready to face the world. The tinted brow gel I’ve been using is also from e.l.f. It’s a relatively new product called Wow Brow. 

Brow gels can be used alone or paired with brow powder or a brow pencil. That combination provides more color and definition. I haven’t been using any brow powders or brow pencils, so I use e.l.f. Wow Brow on its own.

Product claims directly from ElfCosmetics.com

Get full, voluminous-looking brows with this buildable, fiber-infused brow gel. This wax-gel hybrid formula adheres to brow hairs and brushes them into place while depositing hair-like fibers for fuller-looking brows that WOW!

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Other product details

  • Price: $4.00
  • Net weight: 0.12 oz.
  • Made in China
  • Cruelty-free
  • Vegan
  • Shelf life: 3 months
  • Five shades:
    • Taupe
    • Brunette
    • Neutral Brown
    • Deep Brown
    • Black
  • Where to buy: ElfCosmetics.com
    • Ships to USA and Canada only
  • Overall rating: 9.4/10
    • Inclusivity: 9/10
    • Packaging/ease of application: 8/10
    • Volume: 10/10
    • Staying power: 10/10
    • Price: 10/10

Please note that I am not a makeup artist. The opinions expressed in this review are my own, as a regular person that loves makeup.


It’s really surprising to me that e.l.f. makes this brow gel in five shades, because their Lock on Liner and Brow Cream is much more pigmented and only comes in four shades. I’m not complaining, though! I’m glad they decided to make the shade range for Wow Brow a little bit bigger by adding a black shade. 

I think these five shades will work for most people. I use the Taupe shade and I think it would work for most people that have light-colored eyebrows (very light brown, blonde, or gray). Unfortunately, there still isn’t an auburn shade. Auburn-haired people are definitely the minority, so it’s possible that e.l.f. thought they wouldn’t sell enough of that shade if they were to make it. I’m not defending the decision, but I think that’s probably what happened. 

Packaging/ease of application

E.l.f. Wow Brow is packaged in a tiny plastic tube with a small wand that looks similar to a mascara wand but much smaller. This type of wand works just as well on eyebrows as it does for eyelashes. It evenly distributes the product through the brow hairs to look very natural. Since I use this brow gel to fill in my brows, I use more product than a lot of people probably do if they’re only using it to hold their eyebrow hairs in place. That means I have to dip the wand back into the tube once or twice per eyebrow. That’s not a complaint, but I wanted to mention it for others that might want to use this product the same way that I do.

My one complaint about the packaging is the size of the brush on the wand. It would be easier to be precise in application if the brush was slightly smaller. It’s not unreasonably large, but it would be an improvement if e.l.f. decided to make it a bit smaller. That would leave more room in the tube for additional product, too!


This brow gel is not just a simple gel meant for hold. It also contains hair-like fibers that add volume to eyebrows. I always see a huge difference in the texture of my eyebrows after I’ve applied this product. Those fibers make my eyebrows look much more full than they ever do on their own, and without looking overly bushy! 

You can see in the side-by-side comparison below that this brow gel vastly improves the appearance of my eyebrows. 🙂

Staying power

Once I apply this brow gel in my eyebrows, they are set all day long. The color never fades and my brow hairs do not move. My eyebrows really have a mind of their own sometimes, but this product has what it takes to get them under control!

This product stays in place so well that I actually have to scrub my eyebrows a little bit to get it to come off with face wash at the end of the day. Not harsh scrubbing, but more than what you’d need to do if you just used a brow powder or brow pencil. I recently started using a cleansing balm and that has made this product much easier to remove!


Since this product has a short shelf life of only three months, I’m very glad that it’s so reasonably priced at only $4.00. Honestly I think you could continue using it longer than three months, but it is a pretty small amount of product so it will get used up quickly if you’re using it daily or even most days. 

When comparing the price of this product to other tinted brow gels in the drugstore price range, this one is on the lower end. The only one I found that beats it on price is Essence Make Me Brow at $2.99. That one is also a good tinted brow gel, but it has more of a wet formula. If you’ve tried that and thought it was too wet and maybe a little difficult to work with, I recommend giving e.l.f. Wow Brow a chance. 🙂

E.l.f. Wow Brow gel is an excellent product for efficiently filling in, defining, and holding brow hairs in place. I don’t like my eyebrows, so I also don’t like trying to make them look good, and this product makes it so much easier.

If you’ve been on the hunt for a product that can save you some time on your eyebrows, I’d definitely recommend checking out this brow gel from e.l.f. It’s only $4.00, so definitely worth a shot!

What are your favorite products to use in your eyebrows? Let me know in the comments below!


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4 thoughts on “e.l.f. Wow Brow–Build Voluminous Brows That Won’t Budge

  1. I use this product too ! I use a lot of ELF. I also use Loreal UnbelievaBrow first then the ELF gel over that. I am missing a lot of brow hairs so the Wow Brow doesn’t give me enough on its own… it might if my brows were lighter colored like yours. It fills yours in really well

    • Hi Beth! I wonder if you might even like the look of using a brow pencil or powder under the e.l.f. Wow Brow. Eyebrows can be so very frustrating, can’t they? It’s tough finding just the right products to get the look you want.


  2. Hi Miss Lauren, I can’t believe how cheap your products are over there compared to here in Australia 🇦🇺 but then I have to take into account the exchange rate, I’ve just sent an email to ELF cosmetics about how they don’t stock enough of the brand in stores here, I’m hoping to get a response back from them, your reviews are always on point and good to read, Thank You for what your doing.
    Wishing you all the Success this offers you.

    Janelle 😊

    • Hi Janelle, I don’t know if you’ve heard back from e.l.f. yet, but I thought of you when I saw Nikkia Joy’s recent e.l.f. video. She lives in Australia and picked up several e.l.f. products from her local Kmart. Do you have a Kmart store near you? If so, you might try checking there to see what they have stocked. I hope they might carry some things you’re interested in trying! 🙂


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