Novelty make-up brushes are having a moment


The make-up brush sector has had a shake-up thanks to the rise of disruptive brands such as Storybook Cosmetics and Unicorn Lashes

Novelty make-up brushes are having a moment

Once upon a time, make-up brushes were a means to an end for applying foundation, blusher and eyeshadow. Little more than a tool, they were regarded as unexciting necessities rather than novel luxuries.

But all that has changed thanks to a new wave of disruptive brands shaking up the sub-category. Storybook Cosmetics became an overnight success story when it launched its Wizard Wands for pre-sale at the end of last year.

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The brand, created by sisters Erin, Mandy and Missy Maynard from Omaha, Nebraska, US, went viral on social media as consumers delighted in its never-before-seen take on the humble brush. The sisters told Cosmetics Business: “We think our brushes have been so popular because...

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