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Benefit Brows on Fleek

21 May 2016

By Nicole

There’s some exciting news for all the beauty lovers out there who enjoy nothing more than going out with ‘brows on fleek’ and some perfectly shaped arches.

That’s right: Benefit cosmetics, a huge player in the cosmetics game, have just announced the launch of their brand new eyebrow products and it’s their biggest collection to date! The latest collection contains a whopping 13 new products, all specifically designed for brow perfectionists everywhere.

brows

The collection has come after months of social media trending of the ‘instabrow.’ It seems that the contouring craze is over, and perfect brows are well and truly in. Girls everywhere have been taking to Instagram flaunting some seriously fierce and well-groomed brows as part of the latest ‘brows on fleek’ trend, so the timing of Benefit’s latest collection launch could not be more perfect!

And of course, the cosmetics giant had to kick things off in style, launching their latest products in none other than Las Vegas itself! 93 bloggers, vloggers and Instragram influencers hit Vegas to attend the launch of the new collection and experience what Benefit named ‘BeneVegas’. Wanting the launch to make the biggest impact possible this Summer, EVP of Benefit’s global marketing, Julie Bell, explained that Vegas is a magical place infamous for transforming people, just as brows are the most transformative feature of the face.

Already famous for their go-to brow bars, the launch of the new collection, which has been planned for three years, is set to put the up-market brand on the cosmetics map with the British brow market being reported to be worth as much as £20 million a year! With everything from highlighters, pencils, gels and brow tints, it looks like Benefit are making a real play for a slice of that brow action.

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