Will Benefit’s NEW Brow Wax Replace Your ABH Brow Freeze?


We’re a big fan of Benefit’s brow collection, so whenever they drop something new, best believe we’re front of the queue to try it out. Well, it’s 2023, and Benefit Cosmetics have finally launched their first brow wax, and drumroll, please… it’s in a tube! We’ve seen brow waxes in a jar, and we’ve seen gels in a tube, but this is the first time we’re getting a brow wax in a handy little tube thanks to the new Benefit Fluff Up Brow Wax, $26. So, we wanted to try it out to see how it compared to the famous Anastasia Beverly Hills Brow Freeze wax, $23, and one of our current faves from Benefit, their 24-HR Brow Setter Gel, $26.

Benefit Cosmetics NEW Fluff Up Brow Wax

What it is: A creamy brow wax with a flexible hold for fluffy, texturized-looking brows with a flake-free and crunch-free finish. The formula has a natural-matte finish and lasts for 12 hours through water, humidity, and sweat.

What’s in it: Candelilla Wax for flexible hold, Jojoba Seed Oil to help brows feel conditioned and nourished, Shea Butter for a creamy, flexible texture, and Argan Oil for softening.

What we liked: First off, we love the good-for-your-brows ingredients in this product, it feels like we’re getting a conditioner and brow styler in one! The creamy texture is really easy to work with and blends effortlessly into brows. It gives a flexible hold, which is ideal if you find typical brow gels or waxes give a way too dramatic finish for you. The formula kept our brows in place all day, and although they weren’t as brushed up as when we first applied the formula, they still looked tidy, perky, and well-groomed at the end of the day. It’s key to note that this is really designed to give a nice fluffy, tidy brow rather than extreme hold.

Fluff Up Brow Wax Vs. 24-HR Brow Setter

Fluff Up Brow Wax Vs. 24-HR Brow Setter


One’s a gel, the other a wax, and these are definitely two very different formulas. TBH, 24-HR Brow Setter is our current go-to – our everyday bestie, tamer of the brow, reliable little gel – so we wanted to see the difference between the two.

Color: 24-HR Brow Setter is clear and dries down with a soft shine. Fluff Up Brow Wax has a cream color that applies without color and has a matte finish.

Hold: 24-HR Brow Setter gets its name for a reason; once this baby sets, it stays. in. place (take your jumper off, rub your brows, and it stays put)! Fluff Up Brow Wax has a much more gentle approach, and while it keeps brows neatly shaped, any poking or prodding will shift them out of formation. That said, a little press back into place, and back they go, right where you want them.

Styling: 24-HR Brow Setter has a plastic bristle brush with two sides that allow you to comb, shape, and really brush through your brows; the strong hold also gives a more defined finish without adding volume. Fluff Up Brow Wax has a typical mini spoolie wand and adds subtle volume and shapes brows with the most natural, groomed finish. 

The verdict: If you have unruly brows that need a heavy-duty formula, you love the lion mane look, or you need your brows to last through it all, 24-HR Brow Setter is your gal. However, we know there are a lot of you out there that love a more natural look and a softer finish, and for this reason, we love the new Fluff Up Brow Wax. In fact, we think this might be our new no-makeup makeup essential. Trust, we’ll still be reaching for both, but the brow wax gives a really natural finish with the right amount of hold that is ideal for low-key looks.

Fluff Up Brow Wax Vs. Anastasia Beverly Hills Brow Freeze Wax


Other than the obvious format type – one is in a tube, and one in a jar – here are the differences we noticed between the two formulas:

Color: Brow Freeze is clear and Fluff Up Brow Wax has a creamy consistency, although the latter does not show in the brows (even dark brows) when thoroughly brushed through.

Hold: Brow Freeze locks brows in place, while Fluff Up Brow Wax is more flexible and has less rigidity.

Styling: Brow Freeze gives a more defined and intense look very reminiscent of soap brows. Alternatively, Fluff Up Brow Wax gives a more natural-looking brow that appears a little fuller and fluffier.

The verdict: Fluff Up Brow Wax definitely scores points for its on-the-go, user-friendly format. However, we like both waxes; it’s really a case of what brow style you prefer as to which formula is the best for you. For a stronger hold and more dramatic brow look, Brow Freeze is your gal; for a softer, more natural look and easy application, add Fluff Up Brow Wax to your cart. 

Which Brow Product is Right for You?

Well, if you’re a makeup junkie like us, you’ll find a place in your kit for all three because they all serve different purposes. If you’re someone with big brows who doesn’t love the drama and wants to keep it natural, 100% you’ve got to give Fluff Up Brow Wax a try. Plus, we love that the product is in a convenient tube. If you prefer a stronger hold and want laminated brows for less, try one of these other brow products, which will give you the hold, definition, and style you’re aiming for.

Disclaimer: Every product we review has been independently selected and tested without bias by our editorial team. We never take payment to review products, although some brands allow affiliate links, so we may earn a commission if you purchase a product by clicking on one of our links.