Gloopy. I think that's the technical term for this formula; fluid consistency works for shaping brows but is too watery to hold the shape. The brush is short and too shallow for cleaning, the gloopy residue builds quickly over the bristles, submerging them. After only a couple of applications, the brush becomes a sponge more suited to slathering product than defining brows. I used one of my brow spoolies and would have continued in this way if I'd achieved better results from the formula. There must be a brow gel out there that is neither too watery or too stiff...