Schwan Cosmetics' Brow Friends Forever (BFF) brow liner is designed to blend and correct for natural-looking brows while offering a high degree of natural ingredients.
The concept features a waterproof and sweat-proof formula featuring natural oils as well as pigments and powder fillers. The formulation comprises 91% natural origin content and ingredients offering vitamins E and C.
The formulas are available in six shades, including a universal brown shade that reportedly accommodates all tones. Custom colors are available upon request, per Schwan.
BFF addresses several common consumer preferences for brow preferences. A recent consumer survey published by Global Cosmetic Industry revealed the following:
What is most important to consumers when considering the purchase of an eyebrow product or services is color match (75%), ease of application (68%), long-wear (59%), texture (gel, cream, powder, etc.; 55%), ease of removal (44%), does not clump (40%) and waterproof (39%). Brow product attributes at the bottom of her list include specific brand name (19%), natural/organic (17%), and product is “clean” and eco-friendly (17%).
A home panel test of 39 volunteers conducted by Schwan Cosmetics reportedly found that 97% of users confirmed BFF provided long-lasting brow results.
BFF's mechanical pencil design supports easy, precise application, per the supplier. The pack features vibrant colors, shiny materials and pearlescent shades inspired by Y2K aesthetics.
"BFF addresses the growing consumer demand for clean beauty products,“ said Elza Davida, product manager brow at Schwan Cosmetics. "We noticed the limited availability of mechanical brow liners with high natural origin content (NOC) that meet these criteria. With BFF, we wanted to fill this gap by offering a sustainable, high-performance brow liner with a focus on clean ingredients. This is another step forward in our liner leadership journey as we refuse to compromise on performance.“