Thirty years in, makeup brush and tool manufacturer Anisa International is still finding ways to reimagine its category.
Nixing the once-prevailing, one-size-fits-all approach to makeup brush design, Kaicker started off by taking into consideration the viscosity of a brush’s intended product pairing, as well as the ingredients it would routinely come in contact with, to determine the most suitable shape and structure of each brush. “When I entered the industry, people were using their fingers for foundation and concealer,” Kaicker said.
Kaicker has also swelled her portfolio beyond just brushes, expanding into facial rollers, eyelashes, brush cleaners and cosmetic bags over the years. “We don’t do makeup, we don’t do skin carewe really focus on how to perfectly pair launches in the industry with a tool that is going to make use easier and give the consumer the application they desire,” Kaicker said.
In 2016, Anisa International launched its naturals collection, which was made with cruelty-free fibers, and by 2017, the company stopped using animal fibers in the production of all of its products. Now a vegan and cruelty-free company, Anisa International uses synthetic fibers, and the former has more than 30 patented innovations to date.
“We’ve seen artistry come back,” Kaicker said. “You have your influencers who do not have to be, maybe, classically trained at a MAC counter, but also are the true educators of artistry, and we feel that we’re attracting and aligning with them.”
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