Meet Brow Aid: The Irish Beauty Brand Going Global

When Brow Aid was founded in 2020, it set out to disrupt the brow category by redefining how consumers approach brow health and styling. Now, following success in its native market, the Irish-born brand is expanding into the UK and US.

Brow Aid is the creation of renowned industry expert and Brow Master, Kim O’Sullivan. With more than 20 years of experience shaping the brow landscape, O’Sullivan channelled her expertise into a premium product line that blends high performance with self-care. Her goal was clear: to shift the narrative around brow grooming from a purely aesthetic pursuit to one rooted in confidence and wellbeing. “At Brow Aid our mission is to revolutionise the way you experience brow care and styling,” says Kim. “We understand the unique needs of brow enthusiasts, and our meticulously crafted collection is designed to empower you to recreate perfect brows in the comfort of your own home. Our luxury brow products are formulated with the finest ingredients, carefully selected to nourish and enhance the overall health and wellbeing of your brows.”

Since its launch five years ago, Brow Aid has earned shelf space with high profile retailers, including Brown Thomas and Arnotts in Dublin, and has attracted the attention of Katie Jane Hughes, Nikki Wolfe, Vogue Williams, and Hung Vargo.

Each product in the range is formulated with clean, cruelty-free ingredients that deliver the dual benefits of skincare and makeup. Designed not only to style but to treat and enhance the natural structure of the brows, the collection delivers a new standard in brow care.

Among the brand’s bestsellers is the S.O.S. Advanced Brow & Lash Recovery Mask, a patented overnight treatment clinically proven to regrow brow and lash hairs in just eight weeks. Powered by a potent blend of Chinese knotweed and green tea leaf extract, it nourishes and strengthens the hair, while a unique pentapeptide helps trigger the regrowth phase of the hair cycle.

For fuller, more defined brows, the Masterstroke Brow Trio is the complete package: a micro liner for creating hair-like strokes, a retractable pencil for shaping, and a spoolie brush for blending. Another favourite, the Definer & Highlight Duo Pencil, combines a precision brow pencil with a universal highlighter to lift and brighten the brow and eye area.

The final favourite is the Brow Blade, a 4-in-1 pencil complete with a refill, brush, and built-in sharpener. Its distinctive, angled tip allows for tailored strokes, from ultra-fine to thick, making it easy to create the perfect brow, no matter the shape, size, or style.

Brow Aid is now available online at browaid.com, shipping to both the UK and US, with prices ranging from £13 to £28 ($17 to $35).