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As you all know, e.l.f. Cosmetics is one of my favorite brands. They are affordable and high quality – what more can I want? If you didn’t know, brow gels are my absolute favorite brow product. When elf came out with a brand new brow gel, I had to pick it up! Keep reading for my elf Cosmetics Wow Brow Gel review.

About e.l.f. Cosmetics

  • they were founded in 2004
  • elf is a drugstore brand found in grocery stores, drug stores, Ulta, and other random retailers
  • 100% cruelty free and vegan
  • hypoallergenic products

Overall, e.l.f. is committed to bring high quality beauty products to the average consumer at a low price.

This is the second article about elf that I’ve posted in a week – I know, I know! But I can’t help it, I love elf so much. I just mentioned this brow gel in my 10 elf cosmetics favorites article, and realized since it’s so new, no one has really reviewed it yet! So here we are.

Shopping from the e.l.f. Cosmetics website is the best! They have free shipping with an order of $25 or more (and sometimes free shipping on everything!) and often have free gifts with purchase.

They also have a student discount and a pretty good rewards program. During the holidays, they often have a sale that includes everything on their website… Plus, you can get lots of e.l.f. products that aren’t sold in stores. I’ve never had a problem with my orders, shipping, or any broken products so I will continue to order from their website, I love it!

I found this brow gel at an Ulta location, but haven’t seen it in every store yet – and haven’t seen all the shades in stock anywhere – so you might have to order this one for now.

Related: Check out current makeup sales, deals, and promotions here! 

Shop at e.l.f. Cosmetics | Ulta

elf Cosmetics Wow Brow Gel Review

Here’s the description from the elf Cosmetics website:

“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!”

Based on my experience with the product, I would have to say that these claims are 100% correct!

Overall, this is a really good brow gel, especially for the price.

Here’s my before and after, using ONLY the Wow Brow gel!

elf Cosmetics Wow Brow Gel! Review

Volume and Hold

The recent trend of the harshly defined “Instagram Brow” has died out, and natural, bushy brows are in – and I am personally SO glad! A natural (yet still defined) brow is much easier to achieve, and brow gels are the PERFECT product to use to achieve them!

This brow gel is infused with fibers, which adhere to your brow hairs making them appear fuller and more voluminous. This is the same exact concept as a fiber infused mascara that makes your lashes look fuller!

Additionally, brow gels help to hold your eyebrow hairs in place so they don’t move around throughout the day. Wow Brow keeps mine in place all day, and doesn’t feel tacky or crunchy or heavy at ALL.

Easy to Use

The applicator spoolie on the Wow Brow Gel is super tiny and adorable – and perfect for eyebrows.

I find that this product applies pretty dang evenly, and hardly ever clumps or gets on my skin. For the most part, it only gets on my brows, which is awesome! If any does get on my skin, it is super easy to wipe away with a clean spoolie once it dries (just like you’d scrape off a flake of mascara).

Since it’s hard to get product anywhere that isn’t your brows, it feels pretty fool proof to apply. I could probably put this on without a mirror and feel confident that I don’t look super silly. If you don’t regularly groom your brows, it could make a few stray hairs appear bolder than you want them to – but that can easily be fixed with tweezers.

If you’re bad at shaping your brows with a pencil and just want a little bit of definition, this is totally the product for you.

elf Cosmetics Wow Brow Gel! Review


The Wow Brow Gel comes in five shades: Taupe, Neutral Brown, Brunette, Deep Brown, and Black.

I use the shade neutral brown, which is also the shade I use in elf’s brow pencil.

I think that a blonde shade would be useful in the future, but honestly brow gels don’t have to be precisely the same shade as your natural hair – they are tinted, but they won’t cover your hair as opaquely as a mascara. Taupe is probably light enough for most people!


This is where elf always gets us… The whopping price on this bad boy is $4.


I cannot believe how inexpensive this product is!

For comparison, I used to use the Essence brow gel that costs $3, solely because it was the most inexpensive brow gel I could get. I then started using Glossier Boy Brow, which is incredible. Glossier fills a bit more fully than the elf one and provides more hold, and will still be what I use on very hot or glam days. But Boy Brow also costs 4x as much as the elf one!

I’ve been using elf Wow Brow every single day since I bought it! For the price, it is 100% my new, everyday brow gel.


Elf Cosmetics recently launched a brand new makeup item - "Wow Brow Gel" is an affordable drugstore fiber-infused brow gel that I am absolutely obsessed with! Check out the full review at beautybrainsblush


Overall, I cannot believe that people are not talking about this product. It is a dupe for Glossier Boy Brow and is an amazing product in itself! Plus, it only costs $4. You can’t beat this!

Shop at e.l.f. Cosmetics | Ulta

I hope my elf Cosmetics Wow Brow Gel review was helpful in some way 🙂

Have you tried elf Cosmetics Wow Brow Gel? What did you think of it?! Tell me in a comment below!

xoxo, Kailey

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