The World's Favorite Brow Gel Is 50% Off Today

There are few brow gels that everyone agrees are unbeatable. Brow preferences are hard to generalize; some people like 'em thick and luscious, while others want understated brows that just frame their features. In all the land, there are two brow gels that make both sets' dreams come true: Glossier Boy Brow and Benefit Gimme Brow Gel. And as it happens, today the latter's a generous 50 percent off. 

Gimme Brow's stolen hearts since it launched in 2016, and the fervor only increased after Benefit updated the formula in 2018 (a reformulation actually making a product better? Incredibly rare). Since then the gel's accumulated thousands of five-star ratings wherever it's sold, at Ulta alone garnering close to 13,000 five-star reviews and the title of its best-selling brow gel. 

If you don't have the patience to futz with your brows every morning, shoppers say it doesn't get faster than the minute Gimme Brow takes to apply. Cool, warm, and neutral options are available among the gel's 10 shades, so all shoppers who struggle with their brows have choices. The color and hold stay all day but wash off easily, shoppers write, combing barely there arches and "caterpillars" into beautifully defined brows.

Benefit Gimme Brow

Shop now: $12 (Originally $24);

"This is literally a tiny mascara wand that transforms your brows from splotchy to full in seconds. Doesn't get all over like powder and you won't look overdone like pencil," one shopper says. Countless others attest that it's the best brow product they've tried, superlatively easy for covering gray hairs and pumping up sparse areas. The effect is on the natural side, yet it's powerful enough to make shoppers' thinning brows a spitting image of their youthful selves — especially if you follow the advice to brush it against the grain of your hair for more fullness. 

Another person proclaims that thanks to the gel, they look like they have eyebrows (quote: "From having no eyebrows, to having eyebrows!"), and one more dubs it the "best eyebrow filler EVER," excellent enough to make all other brow products gather dust. Once you've tried it, reviewers say it's a "til death do us part" situation. "I've tried everything, and Benefit is the best way to make good brows with little skill and training. This is my HG and diehard." They continue, "I will never buy another brand again." 

The only downside is that normally, a tube of the eyebrow-giving gel runs $24. But as part of Ulta's 21 Days of Beauty sale, that price is split down the middle, meaning you can grab the wonder-working, "MAGIC" brow enhancer for $12 today only. In the words of a last shopper: "This is a miracle discovery from Ulta."

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