I once calculated how much it would cost to use this product everyday for 2 years. it was somewhere around $0.12 a day. which isn't bad for a brow product. Anastasia dipbrow is a good alternative, it is a bit creamier than this.
To my knowledge, i think tarte is the only one who makes a brow mousse besides maybe Anastasia since she is the queen of brows but she is about the same price if not more. but a little goes a long way so this product lasts a good while.
I wouldn't go for the ELF, it gets everywhere. I know this is expensive but it lasts all day, doesn't smudge, and the product as a whole will last longer. Eyebrows are so popular these days that a investment is worth it.