Billion Dollar Brows Angles For A New Audience With Mass-Market Offering Arch

Beauty shoppers don’t need a billion dollars to achieve bangin’ brows.

Billion Dollar Brows is introducing mass-market range Arch with brow pencils, pomades, gels and tools under $10 as a low-priced alternative to its signature masstige collection. The range will debut within weeks at Hush, and is expected to follow up its entrance at the trendy beauty e-tailer with launches in drugstores, grocery markets and big-box chains.

“I shop anywhere from 99 Cents Only Stores to CVS and, more often than not, I’m disappointed by the quality of brow products that I find. Companies spit out products for the masses, but the quality is not there,” says Natalie Plain, co-founder and CEO of 14-year-old Billion Dollar Brows. “We are one of the few brow brands that still sells to salons big and small. We make sure all our products are salon quality.”

Arch from Billion Dollar Brows

Billion Dollar Brows’ $18 Universal Brow Pencil is a perennial bestseller, so it made sense for the company to fashion a version for Arch. Plain describes the formula of Arch’s $7.99 Perfectly Arched Brow Pencil as not as stiff as its counterparts in the mass segment. It features a spoolie brush for blending and two shades to suit light to dark skin and hair tones.

Anastasia Beverly Hills heightened the prominence of pomade with Dipbrow, and Arch is putting its spin on the product in a pot with $8.99 Throwing Shade Brow Pomade. “There’s been some backlash to pomades that are too drying or look too heavy. Our formula glides on, and it’s not too waxy. It applies like a powder, but it has the staying power of a pencil,” says Plain. “It’s become the norm to have a pomade in your makeup bag.”

Billion Dollar Brows has gen Z customers in its sights with Arch. Plain says, “Billion Dollar Brows tends to skew older, but we want to make sure young girls can afford our products, too. Our tagline is, ‘Brows are a universal language.’ They’re for everybody, and we are working to make them universal.”

Arch Billion Dollar Brows

In two years, Plain projects Arch’s sales could match the sales of Billion Dollar Brows’ namesake brand. She also anticipates Arch broadening beyond brow merchandise into color cosmetics generally, and is particularly intrigued by the possibility of an athleisure compendium of products for mass consumers. “It would be no makeup, makeup for a very clean, healthy, polished face,” says Plain.

Billion Dollar Brows is already moving outside of brows in its original line. Following the success of its Brow Brush and Smudge Brush, it’s unveiling nine makeup brushes and three brush kits: The Eye Brush Trio, The Contour Trio and The Face Trio. The brush assortment is priced from 29.99 to $39.99, and infused with charcoal for antimicrobial effects and ease of cleaning. The Australian retailer Mecca has picked up the brushes, and Plain believes they can be strong performers on Amazon.

Brows have been a hot category in the recent history of the beauty industry, but competition is fierce with the likes of Anastasia Beverly Hills, Benefit Cosmetics, NYX and WunderBrow duking it out for eyebrow dollars, and skincare is surging after a stellar stretch for makeup, which remains robust even as its momentum slows. Last year, Billion Dollar Brows’ sales flattened, a circumstance that helped convince Plain to experiment with the mass extension.

Billion Dollar Brows

Plain underscores that brow products continue to be mainstays in beauty routines. However, she says major innovations might be required to catapult brow product sales growth to new heights. In the meantime, Plain senses retreat from the overdone Instagram brow. “Where we are seeing potential is in the woman who wants an everyday brow and doesn’t need to be posting on Facebook or Instagram,” she says. “She’s living her life, she’s a mom and busy woman, and she doesn’t want an overly bold brow.”