Innovation Corner: new blendSMART makeup brushes look to push boundaries

By Lucy Whitehouse contact

- Last updated on GMT

Innovation Corner: new blendSMART makeup brushes look to push boundaries

Related tags: Human skin color

In the first of our new monthly Innovation Corner series, we take a look at blendSMART, a makeup brush line from Worth Beauty: the company calls it the world’s first automated rotating makeup brush.

According to Worth Beauty, blendSMART is ‘designed to mimic the motion of professional makeup artists’, with its interchangeable heads that rotate at 190 RPMs - faster and more consistent than a human hand, blending to professional standards.

The blendSMART range was expanded in October last year, with two new interchangeable brush heads added to the line. The US-based company has sold its products in Europe via the retail channel QVC, and has recently announced it is set to launch with Sephora EU in the coming months.

It will be available via Sephora’s France, Italy, Spain and Poland partners initially, and will roll out across 14 EU countries by the end of this year as part of Sephora EU’s move to expand its online-only product lines.

A category that lags

The company believes the makeup applicator market is due an overhaul, and believes its innovation with blendSMART will start the ball rolling.

“The beauty industry has seen innovation in skin care as well as oral care, but makeup application is still dominated by traditional brushes. Additionally,  airbrush-results require expensive equipment and honed application skills,”​ it says.

Its product range looks to meet genuine consumer need, according to Worth Beauty, in pushing forward the category.

blendSMART came from a solutions perspective. With today’s growing beauty needs for buildable, layered coverage, blendSMART wanted to combine innovation and technology to improve the makeup application process and deliver more consistent results  - for both the junkie and novice.​”

It has updated the design of its tool, ahead of the launch on Sephora EU in March.

blendsmart comparison

Demand for next generation tools

The brand notes that demand for both products and tools that meet consumer need for multifunctionality and a more connected experience is on the up.

“Consumers of all ages are gravitating to products and tools that allow for easy-use and multi-functionality,​” it says.

“blendSMART will achieve for makeup application what other automatica tools have done for oral care and skincare. [It’s] a revolution in skin care application.”

Do you have a finished product, ingredient or packaging innovation you want to share? Be part of our next Innovation Corner: email here​.

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