elf has its place and time, and I do reach for this! However, I still follow my Pears soap brows routine for special occasions, because soap brows are overall different. I will say that I like this, and the soap brow effect is similar. This product is designed to give your brows the “soap brow” effect, where they are fluffy, defined, lifted, and held in place all day. We are starting off the elf eyebrow makeup parade with their most popular brow item, probably of all time- the elf Brow Lift! Here they are trying to dupe an Anastasia Beverly Hills product, among other brands that sell lift/freeze/glue type of brow gels. Elf Cosmetics Eyebrow Products elf Brow Lift