I had been using Benefits gimme brow for forever, which I like, but it is a little pricey... Found this at Ulta and decided to give it a try since the price was awesome! lol... works just as good, if not better for me! The only thing I would change is the applicator. While it's not as big as most other brands I've tried, it is a bit bigger than the gimme brow applicator. I prefer the smaller one, but for the price, you really can't beat it!!! it's definitely worth giving a try!