Essential Brow Gel


Essential Brow Gel

Returns are always on us!
  • Buildable, tinted brow gel
  • Offers flexible, flake-free hold
  • 3 flattering shades
Thicken, tint & tame

Who doesn’t love the look of full, fluffy brows? This creamy, conditioning gel gets you there in just a few strategic swipes, and the flexible formula keeps your shape in place without flakes. With three flattering shades to choose from, it’s easy to achieve #browgoals day after day.

Using upward strokes, brush brows in the direction of hair growth to define your shape. Layer to reach your desired intensity.


Use the shorter bristles on the dual-sided brush to deposit color, then comb through with the longer side to evenly deposit color.


About The Brand

Sasha Plavsic founded ILIA after her mother encouraged her to read the ingredients on the label of her favorite lip balm. She was shocked to discover that many of the ingredients weren’t safe. Sasha set out to recreate her favorite lip balm with clean, skin-centric ingredients, and the idea for ILIA was born. Today, ILIA challenges the conventions of clean beauty to create safe, potent formulas that protect and revive your skin.

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Customer Reviews

  • Not 'Boy Brow' but close

    Phoebe B. April 07, 2021

    I’ve been searching for a non-toxic equivalent to my beloved Glossier Boy Brow and this Ilia brow gel comes close, but it’s not quite there. The brown color is great (not too red or black). The formula goes on smoothly but then ends up a little flaky, so after application I have to check that I don’t have a bunch of dark speckles all over the place. The brush is a nice length, but it’s pretty full in terms of volume, and I wish it were a little stubbier. There’s a lot of product, which is great, but also makes it difficult when first applying becuase you get a lot on the brush. I use an old brush from a differnt product to apply it (for now). Overall, the best non-toxic replacement for Boy Brow I’ve tried so far–it’s just not perfect.

  • Second Time Buyer!

    Annie November 23, 2020

    I love Ilia, really anything Follain carries I love, but I really love Ilia. I bought this to replace Glossier Boy Brow which I’ve used relgiously for the past 5 years, not kidding. I wanted a more natural option but with the same application as BB and this product fit the bill. It is a “gel” and goes on very natural. The product is a bit goopy at first but after a few uses it works itself out. I have blonde-brown hair with red tints and felt like the brown (color I bought the first time) was a little dark for my hair and fair complextion. I’m trying the blonde this time!

    3 persons found this helpful. Mark as helpful
  • great brows

    Ashley L. July 31, 2020

    I’ve been using boybrow for years but went hunting for a clean version. also I didn’t like how quickly I ran out of boy brow. this is even better. I love the hold with this. the medium brown is great shade for me not too dark. darker than boy brow but not much. winner!

    5 persons found this helpful. Mark as helpful
  • Best Brow Gel

    Becky April 02, 2020

    Best brow gel! I used to use Boy Brow from Glossier, but have moved into primarily clean makeup. This product will not disappoint. Love the pigment, and keeps my brows in place. Gives a nice natural look, but you can layer on for a more dramatic look. Love it!

    4 persons found this helpful. Mark as helpful
  • pros and cons

    Abi January 20, 2020

    I’ve had a hard time finding a clean beauty brow solution, so I love that this product checks those boxes. It darkens the brow hair that is already there for a natural look that I like! Unfortunatey, it is pretty flaky. I have to use a second brush to go through my brows to remove the flaky bits, so it is not the quick, everyday solution that I was hoping for.

    6 persons found this helpful. Mark as helpful
  • LOVE IT- Natural, fuller eyebrows!

    Laura L. January 03, 2020

    I used to be super attached to Benefit’s Brow Gel but after wanting to switch over to cleaner products and finding this one, I am never going back. This one works even better than my previous one and is super easy to apply and looks great! Very subtle natural, fuller eyebrow look!

    2 persons found this helpful. Mark as helpful
  • quick brow fix

    Rossivia M. December 15, 2019

    I have very thin eyebrows and don’t always feel like using a brow pencil everyday. this is a quick fix and my brows actually look thick. love it!!!

    2 persons found this helpful. Mark as helpful
  • So-so

    Gina November 15, 2019

    While this works okay, it definitely won’t end my search for a clean replacement for Gimme Brow. If you are a bold brow gal, this doesn’t do too much to add depth or fullness. It tames your brows with a very slight (SLIGHT) color deposit. I’ve been using Thrive Causemetics Instant Brow Fix – which has a ton of color but not enough structure – and following up with this product for now.

  • Great brow gel!

    Kerry October 24, 2019

    I didn’t expect to like this brow gel this much! I highly recommend, the wand offers good coverage and the gel spreads evenly and looks very natural. Highly recommend! Hoping that it lasts awhile as that is my biggest complaints with many brow gel products.

  • Great product!

    Isabella D. August 23, 2019

    I bought this product in the shade “blonde” and it’s wonderful. I used to use Benefit’s “Gimme Brow” in shade 1 and they are so similar, if not the same shade. I have blonde hair and darker eyebrows and this worked great. Love the coverage and the brush! Totally recommend!

    3 persons found this helpful. Mark as helpful