e.l.f. Wow Brow Gel Review: Does This Drugstore Gel Actually Deliver?
We've tested our fair share of brow gels, and we're always curious when a drugstore brand makes bold claims. The e.l.f. Wow Brow Gel has been turning heads lately—and with a price tag under $6, we had to find out if it's actually worth the hype or just another overpromising budget product.
Spoiler: We were pleasantly surprised. But let's dig into what makes this gel work, who it's best for, and whether it deserves a spot in your brow routine.
What Is e.l.f. Wow Brow Gel?
The e.l.f. Wow Brow Gel is a tinted brow gel designed to add color, shape, and hold to your brows. It comes in a traditional mascara-style tube with a spoolie brush, making application straightforward for beginners and pros alike. The formula promises buildable color and a flexible hold that won't flake or crack throughout the day.
Available in shades like Brunette, Auburn, and Black, it's formulated to complement various hair colors and skin tones. The gel texture is lightweight and sets quickly, which is exactly what you want when you're rushing out the door.
Performance: The Real Test
Color Payoff
We were impressed with how much pigment this gel delivers. A single swipe gives noticeable tint without looking muddy or overdone. Build it up with a second or third coat if you want more intensity, and the color remains natural-looking rather than mask-like. The shades are warm-toned and blend well with most skin tones, though we recommend swatching before buying to ensure you pick the right shade for your hair color.
Hold and Longevity
Here's where the "Wow" comes in. This gel holds your brows in place for a solid 8-10 hours, even through a full day at the office or a gym session. It's not as fortress-like as some high-hold formulas, but it maintains that natural-looking arch without the stiffness you get from heavier gels. We tested it on naturally textured brows and structured brows, and it performed well on both.
The hold is flexible—your brows won't feel brittle or crunch when you touch them, which matters if you value comfort as much as staying power. It doesn't flake off during the day, either, which is a real win for a gel at this price point.
Application
The spoolie brush is the real MVP here. It's dense enough to catch and deposit product onto each hair without being so stiff that it's difficult to maneuver. We found it easier to control than some higher-end options, making this a solid choice if you're new to brow products. Blend the gel through your brows in quick, upward strokes, and you're done.
How It Compares to Other Options
We tested the e.l.f. Wow Brow Gel alongside other popular formulas to see how it truly stacks up.
vs. Benefit Gimme Brow+: The Benefit Gimme Brow+ Volumizing Eyebrow Gel is a cult favorite, but it costs nearly 5x the price. It has slightly more hold and a thicker formula that creates more texture, but the e.l.f. gel is more lightweight and buildable. If you want a natural tint without drama, e.l.f. wins. If you prioritize volume and drama, Benefit edges ahead.
vs. Glossier Boy Brow: The Glossier Boy Brow is another expensive option that emphasizes a soft, feathered look. It's creamier than the e.l.f. gel and better for laminated or very fluffy brows. The e.l.f. gel provides more coverage and is better for taming and defining brows with visible gaps.
vs. NYX The Brow Glue: The NYX Professional Makeup The Brow Glue is a clear gel that's phenomenal for hold but offers no tint. If you want color and hold in one step, e.l.f. is the smarter choice. If you already have a brow pencil and just need hold, NYX is unbeatable.
Who Should Buy This?
The e.l.f. Wow Brow Gel works best for:
- Budget-conscious shoppers: At under $6, it's an exceptional value. You get color and hold without the $30+ price tag.
- Beginners: The easy-to-use spoolie and buildable formula make mistakes forgiving. You can layer and adjust until you get the look you want.
- People with naturally full brows: If your brows already have good density, this gel adds polish without adding heaviness.
- Those wanting a natural finish: This isn't a volumizing gel—it tints and sets without creating fake texture. Perfect for a "my brows, but better" aesthetic.
- Everyday wear: This is your reliable workhorse, not a special-occasion product. It's comfortable, long-wearing, and low-maintenance.
Where It Falls Short
No product is perfect. Here's what we noticed:
Limited volumizing effect: If you have thin or sparse brows, this gel tints and holds but won't create the illusion of fullness that volumizing formulas do. You may want to pair it with a brow pencil for filling in gaps first.
Shade range: e.l.f. offers fewer shade options than brands like Anastasia Beverly Hills, so finding your perfect match might be trickier if you have cooler undertones or very dark brows.
Texture: The formula is thinner than some competitors, so if you're after that chunky, textured brow look, this won't deliver. It's more about definition than drama.
The Verdict
The e.l.f. Wow Brow Gel is genuinely impressive for the price. It delivers on its promises—the hold is reliable, the color is natural-looking, and the application is easy. It won't replace luxury options like specialized brow serums for long-term hair growth or high-end volumizing gels for dramatic looks, but as an everyday tinted brow gel, it's a steal.
If you're looking for an affordable way to add color and shape to your brows without breaking the bank, this is worth grabbing. At $5.99, there's almost no risk in trying it. And if it doesn't work out? You've only lost a few dollars, not the $28 you'd spend on Benefit or Glossier.
We'd recommend this especially if you're trying to build a more polished brow routine on a budget or if you're just starting to experiment with tinted gels. It's the kind of product that deserves a place in the conversation about best drugstore brow products.
How to Get the Best Results
To maximize this gel's performance, apply it to clean, dry brows. If your brows are naturally unruly, start with a clear gel base like the NYX The Brow Glue for extra control, then layer the e.l.f. gel on top. Brush through with the spoolie in upward strokes, then set with a finishing spray if you want maximum longevity.
Store it in a cool place—gel formulas can dry out faster in heat—and don't leave it uncapped. Replace every 6-8 months for best results.
