The company’s latest collection brings leading-edge fiber design to the beauty industry in a way that makes sense in today’s marketplace. Though with beauty tools as with product, ethics aren’t all that matter. Performance and results as well as product appearance and sensorial features are key for consumer satisfaction.
“The only way to meet the demand of advanced formulas is to develop exceptional brush fibers – and animal hair no longer holds the same attributes as decades before,” says Anisa Telwar Kaicker, founder and CEO of Anisa International, in a press release about the new collection.
“Years of research confirm that women value how their beauty tools and products perform,” she adds.
Survey data
A Harris Poll commissioned by Anisa International surveyed women online in February of this year about their makeup brush and tool preferences and expectations.
The results show that for 96% of women performance is the most important factor in a makeup brush purchase decision. Nearly as many, 95%, said that durability is also important. “Additionally, 79% consider environmentally and ethically responsible manufacturing to be an important consideration,” according to a company press release about the data.
The survey results also highlighted an opportunity for brands to educate consumers. 65% of those responding to the Harris Poll do not know what their brushes are made of.
But 54% “would only buy brushes made of man-made fiber.” It follows then that if synthetic brushes were clearly labeled as such, these consumers would opt for those brands.
Brand insight
There’s a lot more than consumer demand behind the color cosmetics industry shift to synthetic brush fibers. Brand knowhow is influencing tool maker innovation in this category.
“Our man-made fiber collections were designed in collaboration with top beauty brands to address [their needs] by offering makeup brushes that consistently outperform the various animal hair fibers used in traditional brush heads,” Telwar Kaicker tells the press.
Additionally partnerships with multinational science and materials companies ensure that the latest materials and tech inform brush innovations.