WOWBROW

WOWBROW is a Norwegian brow- and lash-care brand founded by Tanya Bryhn. It grew out of a salon business she started in Oslo in 2016, before she launched the WOWBROW Cosmetics product line in 2023 [1]. The company behind it, WOWBROW Cosmetics International AS, is registered in Sandvika, Norway [2]. Although the brand sells through country-specific storefronts across the Nordics and a Swedish e-commerce site is one of its main shopfronts, its origin is Norwegian rather than Swedish [3].

The brand specialises in at-home treatments for eyebrows and eyelashes, built around serums, lamination kits and related makeup and tools. Its stated aim is to make professional eye-beauty simple and accessible for a general audience, translating salon techniques into products people can use at home.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Tanya Bryhn opened the first WOWBROW salon in the Torshov district of Oslo in 2016 [1], describing it as a small space focused on brow work. Over the following years the salon business expanded to several locations around Oslo and the surrounding area. On its Norwegian salon site, Bryhn is presented as "Norges fremste brynsekspert" — Norway's leading eyebrow expert — and the business states it has treated more than 120,000 clients.

According to the company, Bryhn developed the product line after years of salon work showed her what customers wanted and what existing brow care lacked. In 2023 she launched WOWBROW Cosmetics, extending the salon's expertise into a retail range [1]. The company frames the shift as a way to reach people who could not visit a salon, with a mission to "make beauty simple and accessible for everyone."

The salon side of the business grew steadily through the late 2010s. After the first Torshov location in 2016, WOWBROW opened salons in Lillestrøm and Frogner in 2019, added a CC Vest location in 2020, and opened further salons in Barcode and Sandvika in 2023. By its own account the company operates five salons across the Oslo region.

The launch of WOWBROW Cosmetics in 2023 marked the brand's move from a service business into consumer products [1]. The following year the Brow & Lash Serum received a Beauty Oscar from the Swedish beauty-editor collective Skönhetsredaktörerna in 2024 [4].

WOWBROW is owned and operated by WOWBROW Cosmetics International AS, headquartered at Claude Monets allé 24 in Sandvika, Norway [2]. This company oversees both the original salon business, which trades under the wowbrow.no name, and the cosmetics line sold through the wowbrowcosmetics storefronts. The brand's Swedish-language e-commerce site, run on a .se domain, functions as one of its retail channels rather than indicating Swedish ownership [3].

WOWBROW positions itself as a salon-born brand, presenting its products as the result of more than a decade of hands-on brow expertise rather than a purely commercial launch. The company describes its purpose as making "professional eye-beauty simple, accessible and fun for all, everywhere," and treats brows and lashes as everyday essentials rather than occasional extras.

The brand summarises its outlook through four stated values: expertise you can trust, meaningful innovation, being "bold and lovable," and accessible beauty. Its consumer-facing tagline, "Salongbehandlingar hemma" — salon treatments at home — captures the central idea of moving professional techniques into a home routine. A yellow signature colour runs through its identity.

The range centres on brow and lash care, alongside supporting makeup and tools. Its best-known product is the Brow & Lash Serum, sold as "The Original," with a newer formula and a separate Grow Gasm lash serum among the lineup. Other items include an Instant Lamination Kit, brow mascaras, brow styling wax, tweezers and lash tools.

WOWBROW places particular emphasis on formulating its serums without prostaglandins, a class of ingredient that some lash products use and that pregnant or nursing users are commonly advised to avoid; the company states its serums exclude it [5]. According to the brand, the serum draws on peptides, biotin and plant-based ingredients including Acetyl Tetrapeptide-3 and clover flower extract, and it cites clinically tested results of a 5.1 percent increase in lash volume after two weeks and 8.2 percent after four [6]. The company also describes its products as vegan and states that neither it nor its ingredient suppliers test on animals, making the products cruelty-free [5].

The brand distributes both through its own online storefronts and through Nordic retail partners, which it lists as including Lyko, Vita, Åhléns, CocoPanda, Salling and Cubus [1].

In 2024 WOWBROW's Brow & Lash Serum received a Beauty Oscar awarded by Skönhetsredaktörerna, a Swedish group of beauty editors [4]. Founder Tanya Bryhn has also been profiled in Norwegian media including ELLE, VG and MinMote.

WOWBROW is an active brand. Its editorial blog published new posts through mid-2026, the most recent recorded in June 2026, and the underlying salon business continues to operate alongside the cosmetics line. The company markets across several Nordic countries through dedicated storefronts, positioning itself as a small Norwegian brow-and-lash specialist expanding within the region.