The Brow Gel Boom: Why Custom Brow Styling Products Are Winning in 2025

Brow beauty is back—and not just as makeup. In 2025, brow gels are taking center stage as consumers seek natural lift, long-lasting definition, and skin-care-inspired formulas for their brows.

Searches for “laminated brows,” “clear brow gel,” “brow sculpting” and “soap brow alternatives” have surged globally, signaling a major shift in what consumers want: performance without stiffness, hold without residue, and hybrid benefits like nourishment and growth support.

For beauty brands, now is the time to enter or expand in the brow category—with tailored brow gels, serums, and hybrid formulas manufactured for performance, clean claims, and social media appeal.

Why Brow Gels Are Booming

💡 Consumer demand drivers:

• Shift away from overdrawn brows toward “clean hold” and “fluffy lift”

• Growing use of lamination and brow perms → need for aftercare

• Gen Z trend cycles favor minimalist makeup + well-groomed brows

• TikTok virality of “clear gel challenges” and “brow freeze” videos

• Interest in skin-loving actives in brow formulas (like peptides, panthenol, biotin)

Key Product Trends in 2025 Brow Styling

1. Clear Brow Gels
These offer invisible, long-lasting hold with a natural finish. Consumers expect them to be water-resistant, flake-free, and non-sticky. For B2B innovation, there's growing interest in clean formulations with custom wand designs, hybrid gel textures, and precision applicators tailored to different brow densities.

2. Tinted Brow Gels
Combining pigment with structure, tinted gels offer color, hold, and subtle filling in one step. They are ideal for quick, minimalist routines. OEM opportunities include fiber-enhanced formulas for a fuller look and film-forming agents that ensure all-day wear without smudging.

3. Laminating Brow Gels
Inspired by the brow lamination trend, these gels give a lifted, brushed-up look with maximum hold. Brands can develop soap-brow alternatives that deliver the same styling power but with a cleaner, skin-safe formula and easier removal.

4. Brow Growth Serums
These double as styling and care products, formulated with lash- and brow-strengthening actives such as peptides, biotin, and panthenol. The dual-purpose format—bridging skincare and makeup—is gaining popularity in both premium and mass markets.

5. Hybrid Brow Creams or Balms
Creamy formulas that combine brow balm texture, soft styling hold, and nourishing oils. These are well-suited for brands targeting male grooming or skincare crossover products, offering subtle enhancement with conditioning benefits.

What Consumers Want in Brow Gel Formulas

• Alcohol-free and fragrance-free

• No flaking or crunchiness

• Non-sticky and easy to remove

• Natural finish that lasts 8–12 hours

• Vegan, cruelty-free, and ophthalmologist-tested

• Optional: actives like peptides, biotin, or panthenol for brow health

XJ BEAUTY’s OEM Capabilities for Brow Styling

We help brands build brow product lines from concept to shelf, including:

• Clear, tinted, or hybrid gels with clean hold polymers

• Custom wand and brush designs (conical, flat, mini, curved)

• Brow gel tubes, twist-up pens, mascara-style formats

• Fiber-enhanced formulas for fuller look

• 2-in-1 brow + lash safe formulas

• Regulatory support for EU, FDA, halal, vegan, ophthalmology-tested claims

Whether you're launching a full brow range or adding a single hero product, our OEM/ODM expertise ensures you deliver formulas that perform and packaging that stands out.

Final Thoughts

Brow styling is no longer just a makeup step—it’s a daily ritual. With clear brow gels leading the way, and hybrid innovations emerging fast, the category is ripe for B2B brand development.

With XJ BEAUTY’s support, your brand can tap into this booming space with custom brow products tailored to your market, style, and skincare positioning.