When Anastasia Beverly Hills launched at the end of the 20th century, it was, first and foremost, a brow brand. Founder Anastasia Soare was known for her patented Golden Ratio Eyebrow Shaping Method, and thanks to legendary products like Dipbrow pomade and Tinted Brow Gel, she arguably sparked the beauty world’s ongoing obsession with eyebrows. However, in 2014, the brand branched out into other types of makeup, and it’s been going so well that for the last three years, Anastasia Beverly Hills hasn’t launched a single brow product despite being known as the arbiter of brow beauty. But that’s about to change.
Anastasia Beverly Hills has announced that in early March, it will be launching Dipbrow Gel — essentially a hybrid of two of its most iconic products. According to a press release, Dipbrow Gel is “a highly pigmented, waterproof eyebrow gel featuring a smudge-proof, long-lasting formula that adds volume to brows, creating the appearance of natural dimension and fullness.” It’s made to applied directly onto brow hairs (as well as the skin), but like Dipbrow pomade, it can be applied with a separate brow brush. It can then blended for a natural-looking finish that promises to last more than 12 hours.
Dipbrow Gel will be available in 11 shades: Blonde, Auburn, Soft Brown, Medium Brown, Dark Brown, Ash Brown, Ebony, Granite, Caramel, Chocolate, and Taupe. Five of those shade (which ones, we don’t yet know) will also be available as Dipbrow Gel Mini travel size.
The brand has been spreading the word about the launch on Instagram, where fans are reacting with nothing less than joyous, emoji-filled anticipation. “This is so exciting 💜💜💜,” one commenter wrote in reply to a video introducing the product, while another said, “I’ve got to try this! 🙌🏾.” Even Kim Kardashian West’s makeup artist Mario Dedivanovic chimed in, declaring, “I need NOWWW.”
Anastasia Beverly Hills Dipbrow Gel will be available for $18 ($9 for the mini version) on March 4 at anastasiabeverlyhills.com and it lands in stores on March 7.
Here’s what Anastasia Beverly Hills has been doing recently:
Now check out 100 years of brows: