More natural than a regular pencil, less messy than powder.
I have light, thin eyebrows, and I can apply this until I'm happy - more or less dramatic depending upon the day. The color (neutral hue?) means that my eyebrows still match the rest of me while being darkened and filled in.
I don't know about "nourishing formula feeds hair follicles" - I haven't noticed a difference. But I appreciate that the waterproof formula stays in place until I decide it's time for the eyebrows to go.