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.
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