We tried L’Oreal’s Brow Magic and it will make you feel worth i

We tried L’Oreal’s Brow Magic and it will make you feel worth i

(Pocket-lint) – L’Oréal often uses the Consumer Electronic Show (CES) to reveal new prototype devices it’s been working on, and they’re usually great ideas. For 2022, these devices came in the form of Colorsonic and Coloright.

For 2023, however, the company may have outdone itself. The two prototypes revealed at CES come in the form of Hapta and Brow Magic. We’ve had demos of both, and while the Hapta – which is a robotic makeup applicator – was very impressive in action, it’s the Brow Magic device that won us over.

Pocket gauze What is L’Oréal’s Brow Magic and how does it work?

L’Oréal’s Brow Magic is an electronic eyebrow makeup applicator at home and is designed to provide perfect brows without the need for several products or pencils, time or more extremes like microblading or tattooing.


Brow Magic was created in partnership with Prinker – a company that specializes in printed and non-permanent tattoos. The electronic, handheld device features 2,400 tiny nozzles and uses print technology with a print resolution of up to 1,200 dots per inch (dpi).

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In order to create an accurate brow shape for the device to then print onto your face, you’ll first need to use the Brow Magic app which uses L’Oréal’s Modiface AR technology to scan your face and given recommendations.

After your face is scanned, you can choose the desired shape from the recommendations, thickness and effect.

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It is possible to change the recommendation, such as choose longer or shorter as well as choose the color you want. Once you’ve made your choice, it’s recommended to use the Brow Magic primer and then move the Brow Magic device across your first brow and swipe the device in one sweeping motion.

How are the results of L’Oréal’s Brow Magic and how does it work?

We were treated to a demo of L’Oréal’s Brow Magic and it’s a game changer for achieving great brows if you don’t know what you’re doing normally. Eyebrows can dramatically change a person’s appearance, but it’s not always easy to figure out what you really need to fill in, or what the best shape or style of eyebrows is to suit your face.

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The Brow Magic app quickly scans a face and provides recommendations in about a minute, so when we say fast, it really is fast. Certainly faster than whipping out your trusty brow pencil and drawing strokes and blending anyway.

More than that though, Brow Magic makes creating perfect brows so incredibly simple. Of course, there are those who are great at designing brows for themselves and others, like those trained in Brows HD for example, but for those who have no training in those areas, Brow Magic does all the hard work for you.

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Based on our demo during CES 2023, Brow Magic is very easy to use and the results are excellent. We didn’t use it on our face – instead it was drawn on one arm, but the brow brush strokes created were very detailed.

Brow Magic results are said to last all day, or up to two days when used with Brow Magic Primer, and it’s said that you can remove them using normal makeup remover. We weren’t able to test this element, but certainly the experience from start to finish and what is produced is great.

How much does L’Oréal’s Brow Magic cost and when will it be available?

L’Oréal Brow Magic is set to retail between $149 and $199. Final pricing hasn’t been confirmed yet, but that’s still an affordable price point for the technology.

L’Oréal has said it aims to roll out the device before the end of 2023 in the US. It’s said to be coming to Europe in 2024, so the perfect brows hopefully won’t be too far away. In the meantime, we’ll stick with our trusty pencil, but we’ll be excited to see this device finally show up and test it properly.

Written by Britta O’Boyle.

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