Messy on Purpose: The MUAs Behind the New Brow Look
The clean-girl era is fading, and the mood is shifting to something with more grit: textured, lived-in, a little undone. The looks below lean that way, and brows are a big part of it.
That kind of undone only works if your brows stay where you put them. Anyone can tell you a brow gel holds, but it lands differently when the person saying it does this for a living.
So here's a shout-out to the makeup artists who've been reaching for Firm Hold Brow Gel and the Brow Sketch Pencil lately.
Lucy Hart, @hartyyy
Midnight-blue smoke, slicked-back hair, brows left fluffy on purpose.
Lucy is our founder, and the reason Wolfie exists. After 15 years as a working MUA, she got tired of brow products that flaked, went white, or coated hairs and did nothing at all. So she built the ones she actually needed.
Inspired by the Gucci SS27 runway, this look is the whole idea in one frame. The eyes do the shouting. The brows hold their shape, brushed up and a little undone, without asking for any attention.
Scarlett Feathers, @scarlettfeathersmakeup
Soft, glossy skin and brows with real texture. Created for Atelier Ninety Five (@atelier.ninety.five).
International MUA Scarlett Feathers has shaped brows for campaigns with Maebe and 4th & Reckless, which means days where nothing is allowed to slip. Her verdict on the gel, in her own words: "Best brow gel everrr."
On what it's like to work with on a busy set: "Brows that stay in place all day – even on busy shoot days with constant outfit changes and touch-ups. The brow gel stays put."
And on the pencil: "The pencils are SOOOOO good – the shades are spot on, the angled tip makes shaping super easy."
Natalie Vella, @nataliervella
Silver-champagne eye, sharp liner, brows defined but still feathered.
London-based makeup artist, educator and founder of IYKO Professional, Natalie is known for one thing above all: long-wear. She's spent over 15 years in the industry, including time as a lead artist at Charlotte Tilbury Beauty, and her whole speciality is makeup that lasts.
Her look here was inspired by Sam Visser for the Gucci SS27 runway. When a long-wear specialist reaches for your gel, you take it as the best kind of nod.
What they have in common
Different looks, different kits, different jobs, and a mood moving away from the clean-girl era toward something grungier. The same thing keeps showing up: brows that stay exactly where they were put, fluffy, feathered or defined, without ever looking like they're trying.
That's the point of Wolfie. Hold that gives you freedom instead of taking it away.
Vegan & cruelty-free, always.
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