I'm reporting live from Cosmoprof North America in Las Vegas, the biggest beauty tradeshow in the U.S. Every day, I've been tasked with picking my favorite new emerging beauty brand, so here's my second obsession: It Cosmetics' Brow Power pencil, which not only enhances your brows, but helps eyebrow hair grow back, too.

As anyone who has ever gone too far with their tweezers knows, once a brow hair is plucked, it may not return.

Yes, we all have those pesky hairs that always seem to pop back and obscure our precious arch, but oftentimes after tweezing your brows will become shorter and thinner than before. When I look back at pictures of myself as a teenager -- before I knew what a tweezer was -- I'm always shocked by how much fuller, darker and longer my brows were then than they are today.

There's a reason for that: During the plucking process, the hair follicle can become damaged, which makes it unable to produce a hair.

It Cosmetics co-founder Jamie Kern knows the drill. After working as a news anchor for years, her brows were not what they used to be. "I've gotten my brows plucked so many times over the years that my left brow was almost bald," Kern told me from the floor of Cosmoprof North America.

So she created a brow pencil to help solve this problem. It Cosmetics' new Brow Power Universal Eyebrow Pencil contains patent-pending brow enhancing technology to help hairs grow back. "Our ingredients specifically target hair growth," says Kern. Two years in development, the company turned to natural hair growth ingredients like saw palmetto, nettle extract, horsetail extract, green tea extract, and grapeseed extract help restore the brow hair follicles.

This product comes just in time for fall, and the bold brows that are one of the season's beauty hallmarks. Directional shows like Chanel, Prada, and Narciso Rodriguez showed the type of dark, super-defined arches that were first made popular by Brooke Shields in the '70s and Madonna in the '80s. Already showing up on magazine covers and ad campaigns, the "now" brow is dark and enunciated, precisely groomed and perfectly polished.

I tried the Brow Power pencil last night and was struck by its ease of use.

The key is its unique shape: The tip is oval so you can turn it two different directions to get a thick line or a thin line, depending on where you are applying it. I turned the pencil horizontal to color the slender outer edges of my brows, and then vertically to shade the thicker inner corners.



The crayon-like texture goes on very lightly, so you can layer for the particular oomph you're after -- whether it's a more natural look or bold a "statement" brow. The formula is smudge-proof and waterproof (I wore it on the treadmill this morning and I was the only thing running!), making it perfect for those on the go, along with those going through menopause.

"I've met many women who are afraid of their brows coming off during a hot flash," said Kern. "Brow Power was developed with this in mind."

Another segment this product aims to please is women undergoing chemotherapy. Hair loss is a side effect of many chemotherapy treatments, and brow-loss is common also.

With that in mind, for every Brow Power pencil sold, It Cosmetics is donating one pencil to the Look Good, Feel Better program to help women face the effects of cancer with confidence.

The charity is close to Kern's heart, as members on both sides of her family have battled with cancer. "I thought brows was the perfect topic to partner on with Look Good, Feel Better," she says. "When you buy a pencil, one will be donated to a woman with cancer, and this product will give them back great brows."

"Each chemist working for the American Cancer Society had to approve every single ingredient in the product to make sure it's safe enough for women undergoing chemotherapy," says Kern. "So it's safe for sensitive skin, along with being paraben-free, noncomedogenic and hypoallergenic."

A great product with equally great intentions, Brow Power Universal Eye Pencil, $24, is available on Itcosmetics.com.

Make sure you don't over-pluck your brows with these tips from brow guru Ramy Gafni.