Benefit Cosmetics and Anastasia Beverly Hills dominate the brow category, making it challenging for other brands to compete. The two combined account for a third of search results on Sephora and Ulta, and consumers even search for their branded product names (such as Anastasia’s “Brow Wiz”) more often than their generic counterparts.

However, U.K.-based Wunder2 managed to become Amazon’s number one bestseller for brow makeup thanks to a creative strategy. Instead of confronting Anastasia Beverly Hills and Benefit Cosmetics in social or content creation – the two areas where they are strongest – the brand takes an Amazon-first approach and invests aggressively in search.

On Amazon, the brand focuses on its major product, the Wunderbrow Semi-Permanent Eyebrow Gel. All product variations are consolidated on a single page, optimizing the volume of ratings and reviews, according to L2’s Brow Wars report. This also enables the top-selling SKU to act as a buoy, lifting other variations to a higher sales rank (and thus visibility) than if they were listed individually.

Wunder2 Brow

Wunder2 also features stellar content on its Amazon product page to further boost visibility, including relevant UGC, before-and-after pictures, and tutorial videos. Outside the e-tailer, the brand buys more PLAs against brow-related search terms than any of its rivals – driving consumers to Wunder2’s site rather than the competition.

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