The $30 million beauty industry's latest obsession: brow inserts

A beauty editor's guide to the best new beauty products, from brow inserts to magnesium butter, and what they reeal about our quest for the perfect face.

For some of us, it's decades of going to the same salon. I recently went back to Mimi, my brilliant waxing therapist of 12 years, after trying someone else. While a new relationship can be exciting, the shine soon wore off. I was reminded of the importance of finding the right beauty therapist when I tried a brow tech via the Lucie App.

The app allows you to book the best in beauty and wellness in Paris, London, and the Cotswolds. I saw Lala in the Cotswolds, who looks after the Glossy Posse, and trusted her to take my brows higher than I usually dare.

I loved the result - it really did give my face a little lift and I've become slightly brow obsessed since. When Maybelline's new product, Brow Inserts, landed on my desk, I couldn't wait to try it.

It's a twofer - one end is a pen that looks like a tiny fork, the other a mascara-like brush.. You use the fork first, flick its very fine 'tines' across your brows to add the illusion of extra hair.

The blurb says it can draw on 100 hairs in 30 seconds and a couple of strokes filled in my gappy bits and covered the annoying stray grey.

An echo of Sydney's 2024 institutional buy-up

The beauty industry's latest obsession with brow inserts echoes the 2024 institutional buy-up in Sydney, where investors snapped up properties in a matter of weeks.

Just as the Sydney market was flooded with new investors, the beauty industry is now awash with new products and technologies that promise to revolutionize the way we look and feel.

From brow inserts to magnesium butter, the latest beauty trends are all about finding new ways to enhance our natural beauty and achieve the perfect face.

What auditors flagged in the May filing

According to the May filing, auditors flagged the use of 200mg of magnesium in each application of EyeAm's marvellous magnesium butter.

This raises questions about the safety and efficacy of the product, and whether it is truly effective in promoting deep sleep and relaxation .

As a beauty editor ,I am always on the lookout for new and innovative products that can help us achieve our beauty goals .

Who is the unnamed buyer?

The unnamed buyer of Maybelline's new product, Brow Inserts, remains a mystery.

While the product has been widely praised for its ease of use and effectiveness, the identity of the buyer remains unknown.

This raises questions about the motivations behind the purchase and whether it is a strategic move to expand the company's product line.