03.25.2015
6
8
Brow Power Universal Brow Pencil
Rating
$24
Category:Makeup > Eyebrow Fillers & Shapers > Brow Pencil
Last Updated:03.25.2015
Jar Packaging:No
Tested on animals:No
Review Overview

Brow Power is a fairly standard, retractable eyebrow pencil. Packaged in a twist-up tube that contains a spoolie brush on one end, this pencil is actually quite hard and waxy, making it difficult to apply.

Once on, it doesn't smudge, and does an adequate job of enhancing the brows. It just simply doesn't perform any better than any number of less expensive eyebrow pencils, or even powder eyeshadows. For what this costs, you should expect (and get) more.

IT Cosmetics claims that this pencil contains a complex that "restores follicle health," but there are no independent studies to back it up. The second ingredient—plant extract saw palmetto—is reputed to help male-pattern baldness, but there's insufficient research to support its use for this purpose. Plus, brows may shed for reasons much different from what causes hair on the scalp to fall out.

This pencil comes in one medium brown color, which IT Cosmetics says "works on all hair colors," but those with very fair eyebrows will find that it doesn't look natural.

Pros:
  • Retractable packaging means no routine sharpening is needed.
  • Doesn't smudge.
Cons:
  • Hard, waxy texture makes application challenging.
  • Medium brown color will not work on all hair colors.
  • Pricey.
Claims
Ingredients
Brand Overview

Strengths: Vitality Cheek Flush; Hello Lashes 5-in-1 Treatment Mascara; Hello Light Anti-Aging Creme Illuminator; Vitality Lip Flush.

Weaknesses: Most IT Cosmetics products are overpriced; the loose-powder products tend to be quite messy; unimpressive eyeshadows; over-inflated anti-aging claims for a majority of the products in the line; the serum seems impressive, but comes up short on its anti-aging promises.

IT Cosmetics (the IT stands for “Innovative Technology”) is the creation of Jamie Kern Lima, a former Miss USA pageant contestant and TV news anchor. Lima founded IT Cosmetics in 2008, selling her products in boutique stores and on QVC, then expanding into Canada in 2009. Since then, the line has gotten a lot of exposure with featured reports and stories on network television, including prominent mentions on the ABC reality show Dancing With the Stars.

Other than this abundant television exposure, the main draw of IT Cosmetics is its claim that the company works with leading plastic surgeons from Brazil to create products containing the very latest anti-aging technologies. That sounds intriguing, but is a bit silly when you consider that most plastic surgeons don’t know anything about skin care or cosmetic ingredient research. Consulting a cosmetic surgeon about anti-aging formularies is like consulting a taxi driver about how to fly an airplane! You’d think Lima and her team would instead want to consult a dermatologist, but even that’s not a slam-dunk for ensuring your anti-aging products are a cut above the rest, given that dermatologists also are not trained in skin-care formulations.

The labels on most IT Cosmetics products reveal a variety of age-defying claims centered around ingredients like antioxidants, peptides, vitamins, and collagen. Those are indeed great ingredients, but because many of IT Cosmetics’ products are packaged in containers that expose these delicate ingredients to light and air, any benefit is reduced as soon as you open the jar or compact (something the plastic surgeons from Brazil obviously didn’t know).

There are also some distinct weaknesses in the line, including an average yet pricey eyebrow pencil, powder illuminator, and eyeshadow whose performances don’t justify the expense (especially not when you factor in the high shipping fees QVC charges).

Of course, IT Cosmetics also has some products that are worth checking out. The line boasts an excellent powder blush, mascara, creme illuminator, hydrating cream lipstick, and many other products—including a full-coverage concealer that is truly full coverage—that are very good. However, while these products are good, they are not so unique that similar products can’t be found elsewhere for less money. As with any line that has a mix of good, so-so, and bad products, shopping using our reviews to guide you is a great way to ensure you’ll at least get your money’s worth, and your skin will be the better for it.

For more information on IT Cosmetics, visit www.itcosmetics.com.

About the Experts

The new Beautypedia Team proudly and unequivocally maintains the commitment to help you find the best products possible for your skin. We do this by relentlessly pursuing and relying on published scientific research so you will have unbiased information on what works and what doesn't-and the sneaky ways you could be making your skin worse, not better!


The Beautypedia Team reviews all products using the same research, criteria, and objectivity, whether the product being reviewed is from Paula's Choice or another brand.

Member Comments
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02.25.2015
i disagree

I have cancer and received this product at a "feel good..look better" campaign. Love brow power!!!! I have white hair and dark eyes but brows aren't totally filled in. This color is perfect and natural looking and does the job.

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Recommend
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Reviewed by
linda
01.06.2015
Totally 100% Disagree!!

I 100% disagree with this review in terms of performance. I find that many pencils are too red or too dark but this color is neutral and buildable. The shape of the tip is wide one direction and narrow the other making for versatility in fill angles. If you need a little extra point, roll it up a little too far and put the cap back on. Remove the cap and you will have a nice edge for precision. One tube lasts well over 6 months with daily use making the price a bargain.

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Recommend
Reviewed by
April W
04.19.2014
I disagree

I have to disagree with your review. In my opinion this is a great pencil. It's buildable for color which does make it universal. For fair haired people just follow the instructions a lighter hand and the color is very pale if you need darker color just continue to build. Followed by the brush which helps soften the effect. The waxy effect is there to not only help make it smudge proof but it helps control those brow hairs. No need for stiff brow gel!

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Recommend
Value
Reviewed by
Marcine H
04.19.2014
I disagree continued

I gave this a 3 in the ratings because my only complaint is I wish I could get more of a point to the tip for shaping.

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Recommend
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Reviewed by
Marcine H
04.19.2014
I disagree

I have to disagree with your review. In my opinion this is a great pencil. It's buildable for color which does make it universal. For fair haired people just follow the instructions a lighter hand and the color is very pale if you need darker color just continue to build. Followed by the brush which helps soften the effect. The waxy effect is there to not only help make it smudge proof but it helps control those brow hairs. No need for stiff brow gel!

Value
Results
Recommend
Reviewed by
Marcine H
03.16.2014
Love this pencil

I have tried many many eyebrow products, from powders to pencils to tints and I always find myself going back to this particular pencil. Though the waxy texture is listed as a con I find it a huge pro. You don't get so much colour with the strokes and its much easier to control the coverage and I find it looks so natural. Mine came in a great kit but I'm seriously considering buying another for backup.

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Recommend
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Reviewed by
Laura M
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