HCT designs synthetic brushes to replace natural range for New id

The move towards synthetic brush applicators is led by customers who wish to promote the cruelty-free nature of their products, explained Cindy Lim from HCT Packaging, which designed New <id’s new range.

High quality synthetic fibres were used for the New <id range that had been specially manufactured to be softer than their natural counterparts, allowing for smooth application, the company explained.

An aluminium handle was used, complete with the company’s logo screen printed on the side, to give the brushes a premium look.

High performance with new technology​

According to Lim, today’s technology allows for synthetic brushes that can perform as well if not better than the natural versions.

“In the past, consumers often worried that synthetic hair doesn’t pick up powder and the brush looked too straight and rigid due to the characteristic of the filament,”​ she told CosmeticsDesign-Europe.com.

“However, with the advanced technology we have now, we can crimp synthetic hair to resemble natural hair in terms of look, function and feel. Moreover, synthetic hair brushes don’t shed like natural ones,”​ she added.

Animals not harmed for most natural hair​

While many of the company’s opting for synthetic brushes are often environmentally conscious brands and those wishing to promote cruelty free cosmetics, natural hair collection practices are changing in the industry.

Lim explained that as the industry becomes more aware and educated, collecting methods change and animals are rarely killed or harmed for the hair.

“Usually hair is being cut from a long haired goat or pony, or it is collected as a by product,”​ she said.