Billion Dollar Brows

Billion Dollar Brows is an American makeup brand specialising in eyebrow products, founded in 2004 in Los Angeles by Natalie Plain [1]. It is owned by Petunia Products Inc. and built its name on at-home brow tools such as pencils, gels and powders aimed at giving consumers professional-style results without a salon visit. The company remains active, and as it has broadened its range beyond brows it has begun trading under a wider umbrella name, Billion Dollar Beauty, while keeping Billion Dollar Brows as its original brow line [2].

The brand reports a 20th anniversary in 2024 and describes itself as a worldwide operation that has, in its own words, expanded "beyond brows into beauty" [1]. It is woman-owned and woman-operated, and markets its products as vegan and cruelty-free.

Billion Dollar Brows was started by Natalie Plain, who came to cosmetics from a media background rather than the beauty industry. According to the company's founder story, Plain trained in broadcasting, held a White House internship under President Clinton in 1995, and worked as a television producer on projects including REAL TV and Paramount Pictures productions before launching the brand. While producing a feature on the eyebrow industry, she identified what she saw as a gap in the market: a lack of accessible, at-home brow products for ordinary consumers.

The company was founded in 2004 from a small Los Angeles apartment and was funded, by Plain's account, with credit cards. "It started with credit cards and a strong belief that I could create better brow products for consumers," she has said [4]. The first product was a brow conditioner.

After its 2004 launch, the brand established a professional division, BDB Pro, in 2006 to supply makeup artists, estheticians and brow specialists. Early visibility came through television: the company's own timeline records a feature on the Rachael Ray Show in 2007 and a QVC debut in 2008, the same year it reports beginning international salon expansion [1].

Product development over the following years produced several patented items. The Brow Buddy tool was patented in 2013, and the Billion Dollar Box collection, a build-your-own modular makeup format, followed in 2020 [1]. The brand later moved further into mainstream retail, citing a Target partnership and a series of Fashion Week appearances in 2021, a Walgreens launch and the release of its Raising Brows pen in 2022, and a partnership with Cosmo Prof spanning more than 1,000 stores in 2023 [1].

Billion Dollar Brows is owned by Petunia Products Inc., with Natalie Plain serving as founder and chief executive [1]. The company operates a sister identity, Billion Dollar Beauty, which is the broadened umbrella brand it adopted as its catalogue grew to include eyes, face, lips, hair and tools alongside the original brow range. The two are the same company rather than separate businesses; the professional division still operates under the legacy billiondollarbrows.com domain, while the main consumer site uses billiondollarbeauty.com [2].

The company frames its purpose as solving everyday beauty problems, describing its aim as providing "solutions to modern beauty challenges with timeless, professional-quality cosmetics" [3]. Its positioning combines a professional pedigree with accessible, lower-priced retail products, and it emphasises being woman-owned and woman-operated. The brand sells directly to consumers online and through retail partners, and separately to the trade through BDB Pro, which the company says stands "behind 1M+ brow transformations" and offers professional pricing and access to its patented tools [5].

The original and core line is brow makeup. Signature products include the Universal Brow Pencil, a dual-ended retractable pencil with a spoolie brush, the Brows On Point Micro Brow Pencil, the Brow Buddy kit and the Raising Brows pen. The modular Billion Dollar Box collection lets customers assemble a compact, portable set of products.

The brand markets its formulas as vegan, cruelty-free and paraben-free, and states that its products ship from California [2]. It holds Leaping Bunny certification for cruelty-free status [6] and describes itself as BeVeg vegan certified. Two of its formats, the Brow Buddy tool and the Billion Dollar Box, are noted by the company as patented [1].

Billion Dollar Brows is active. The company continues to launch and feature new products, with a Cream Blush and Highlighter Stick promoted as a current bestseller, and its recent history shows ongoing retail expansion across Walgreens and Cosmo Prof [3]. Its distribution is described as worldwide, and the ongoing shift toward the Billion Dollar Beauty name reflects a brand still broadening its range rather than winding down.