How My Two Brows Grew Into a Life-Changing Brand With 1 Million Sets Shipped

March 12, 2026·27 min·1 clip

A fighter pilot who lost his eyebrows to alopecia built a brand that shipped over a million temporary brow sets.

The problem starts on Jason's face. While training as a Canadian Armed Forces fighter pilot, alopecia took his hair, including his eyebrows. The options he found were expensive and still did not feel believable. So he treated the gap like an engineering problem and built temporary eyebrow tattoos for people who wanted a more natural way to get part of their face back. The niche was narrow, but Jason makes a fair case for it: a specific problem can still support a real business when the pain is strong enough. My Two Brows also had proof built in. Jason wore the product himself, so putting his face on the brand was not a marketing trick. It was the plainest way to say, this works for me. Serena stays with that trust question and asks whether customers responded to seeing a founder who understood the problem from inside it. The answer was yes, but not instantly. Jason joined alopecia Facebook groups, talked about the product, and learned that even visible proof did not make skepticism disappear. Free product helped. He sent sets out, asked people to come back with reviews, and let word of mouth and user generated content do a lot of the convincing. The category had extra baggage too. Jason says hair loss and quasi medical spaces can be crowded with false claims and letdowns, so credibility mattered more than polish. The company was selling brows, but it was also asking people to trust someone who had lived the same problem. The scale makes the story land. Since launching in 2021, My Two Brows has shipped over a million brow sets in 275 styles to customers around the world. The emotional notes still hit Jason. Customers told him the product changed their lives, and Serena ends on the unusual advice that if you want to feel your product's impact, hand out your cell phone number.

As heard by us

A practical ecommerce story about niche pain, founder credibility, and customer proof.

Shopify Masters gives My Two Brows a clean founder-market fit story: Jason Berndt lost his eyebrows to alopecia, disliked the costly, unrealistic options available, and built a temporary eyebrow tattoo brand around a problem he knew personally.

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Need a sharp founder story about trust turning into traction?

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