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    Features

    Taking Applicators To the Next Level

    Brands are blurring the lines between professional applicators and brushes, and those designed for consumer use.

    Taking Applicators To the Next Level
    Albea’s Eureka sponge applicator
    Taking Applicators To the Next Level
    Geka’s endlessSPHERE mascara brush.
    Taking Applicators To the Next Level
    One of The Penthouse Group’s new lipgloss applicators by Erzi.
    Taking Applicators To the Next Level
    HCT’s infused brushes deliver skin care benefits.
    Taking Applicators To the Next Level
    The brush by Cosmogen, with a Y-shaped well, for Touche Eclat Le Teint Yves Saint Laurent’s liquid foundation
    Taking Applicators To the Next Level
    Anisa International has a new dual-sided brush collection.
    Taking Applicators To the Next Level
    Stila’s Shape & Shade Custom Contour Brush by Garrett-Hewitt
    Taking Applicators To the Next Level
    Blending sponges by Qosmedix
    Taking Applicators To the Next Level
    Virospack’s dropper pipette, frequently chosen for foundation makeup.
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    Marie Redding, Associate Editor05.20.16
    Makeup brushes, sponges and all types of beauty applicators are continuing to rise in popularity, as suppliers say the demand from brand marketers isn’t slowing.

    Beauty vloggers are still reaching massive numbers of beauty fans on social channels such as YouTube, demonstrating how to use all types of brushes and sponges in various sizes and shapes, to create just one makeup look.

    A Rising Demand

    As a result, more brands are launching different types of applicators and brush collections, as more consumers are willing to purchase them separately—expecting a better performance. “Brands are developing more professional, single applicators that are sold individually as stand-alone products, not just as side accessories,” says Charlotte Wastyn, makeup product manager, Albéa.

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