Run – Don’t Walk! Benefit Cosmetics’s Gimme Brow Is Out Today!

For beauty connoisseurs and the eyebrow obsessed, last year’s recall of Benefit Cosmetics’s iconic Gimme Brow was a tragic and trying time. In October, the brand voluntarily recalled the product out of caution, stating that a batch did not meet its “stringent quality standards.” It was just a recall, insinuating that the product would return. But somehow during this frenzy, people thought the product was being discontinued.

To be clear, the product was never discontinued, but it did disappear for a while. And now POPSUGAR can exclusively reveal that Gimme Brow is coming back with a new-ish name and look. Meet Gimme Brow+, the same volumizing brow product we know and love but with a few tune-ups. The product will be available everywhere starting next week!

We know you have questions, as did we. Has the formula changed? Why the new look? And what’s that plus sign about?

Having tried Gimme Brow+, we can attest that the microfibers don’t feel or look different from the original Gimme Brow. Benefit told us, though, that the formula was modified slightly to include updated ingredients and to meet the latest standards set by Benefit’s parent company, LVMH. That said, it still volumizes in a natural way, and we really didn’t notice a difference in how it applies or looks. As for the box? It went from blue to pink packaging, a subtle difference that we barely noticed upon seeing it for the first time. The plus sign is really to tell people exactly what it does – it “adds” volume. Another update? As Bustle reports, Gimme Brow+ is getting shade extensions.

Gimme Brow+ will is now available everywhere Benefit Cosmetics is sold.