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    Features

    Apply Now

    Flocked tips, sponges, brushes and other applicators take on new dimension as powerful consumer influencers.

    Apply Now
    Apply Now
    blendSMART chose Garrett Hewitt International to manufacture all their brushes for their spinning makeup brush. The brand says they are excited about a new category in cosmetics—“beauty automated;” empowering women with a motorized tool that spins at 190 RPM to make makeup application easier, more consistent and less time-consuming.
    Apply Now
    Pennelli Faro’s Ecosophy brush has a soft touch, flexible handle and an “organic” look. It is made entirely with food packaging production waste material, the hair is Dermocura Synthetic fiber and the ferrule is recycled aluminum.
    Apply Now
    The flattened surface of the The Artis Brush Elite Mirror Circle 1 is modeled after a lipstick bullet tip, and is made of engineered CosmeFibre.
    Apply Now
    The Total Control Foundation Brush from NYX curves slightly inward, allowing it to fit around the natural curves of the face and into hard-to-reach spots.
    Apply Now
    Taiki developed (patent pending) the FlexAppli, which the supplier calls the “next generation applicator.”
    Apply Now
    Recently Geka presented its new mascara brush softSECRET, which is made with “Sandwich” technology, a patented process that works with two different plastic materials.
    Apply Now
    The UK brand Airbase chose HCP’s stock 55G mascara for their Lash Extend Mascara and Long Wear Mascara.
    Apply Now
    Albéa’s Excess Lash provides a false-lash look, with eyes made up in three stages.
    Apply Now
    GCC developed this innovative applicator as a 2 in 1 for brow products to make it a beauty on-the-go package. The doe foot on the tip can be used to draw your brows easily, then use the brush to comb the brow mascara evenly for a perfect look.
    Apply Now
    The shape and flock thickness of this fine applicator from JFA Flock enables a thin, natural eyeliner directly on the eyelashes.
    Apply Now
    Avon’s Lash Act Build & Define Mascara features what the brand calls “a game-changer wand.” Twist its handle to either collapse or expand the brush head.
    Apply Now
    ICS developed a duo-end pencil with a custom silicon blurring smudger that has a unique, duo slant on both sides.
    Apply Now
    This custom designed dual-flocked applicator sponge from The Penthouse Group has a ‘smooth side’ for building the foundation with complete coverage, and a ‘flocked side’ to enhance the user’s special features.
    Apply Now
    The new Gellie Sponge from HCT is much more durable and plush than competing materials such as silicon and TPE.
    Apply Now
    Porex’s specialty is developing and manufacturing 3D flow-through applicators.
    Apply Now
    Urban Decay’s Finger Brush is the ultimate blend of form and function for concealer application.
    Apply Now
    Taiwan KK/Cosjar offers a stick applicator shaped as a syringe.
    Apply Now
    Cosmogen’s mini silicone applicators are specially designed for lips and eyes.
    Apply Now
    Anisa International’s multi-purpose cleansing brush for bareMinerals features a textured reservoir surrounded by soft, synthetic fibers that gently massage and deeply purify skin.
    Apply Now
    A new dropper with a rubber bulb, from Virospack, features a special curvature in the center that subtly simulates the figure of a woman, indicating the area to be “tightened” for the intake product.
    Apply Now
    The Revlon Platinum Tweezers, the first with a truly ergonomic design, allow users to easily and accurately tweeze with minimal grip force due to its bilateral concave fingertip grips with non-slip elastomeric “treads.”
    Apply Now
    Bryce G. Rutter
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    Jamie Matusow, Editor-in-Chief06.05.17
    As makeup, particularly Prestige makeup, continues to climb in terms of global sales, applicators have taken on an increasingly important role. After all, whatever the formulation, the utmost goal regarding cosmetics is achieving a flawless blend, whether on eyes, lips or face. The same applies to high-end skin care formulations. To this end, brands and suppliers are working hard to ensure that criteria such as unique tool configurations, superior product pick-up and placement, materials, ergonomics, texture, feel, comfort, attractiveness, design, deco and functionality are all part of a perfect mix. And the trend is not limited to the Prestige market; suppliers say many Mass Market brands are also focusing on the “ultimate” applicator.

    Beauty bloggers and social media are at least partially responsible for having changed the course of what was once identified as a little foam cushion at the end of a plastic stick—or even more commonly, a fingertip.

    Not only can today’s applicator draw both consumers and bloggers to the product, it can encourage them to share the “cool tool” on social media. In YouTube videos, makeup

    Continue reading this story and get 24/7 access to Beauty Packaging for FREE


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