Anisa International debuts A-Line Collection of high-performance brushes
Late last month, Anisa International, a leading global cosmetic brush design and manufacturing company announced the launch of its latest product innovation: the A-Line Collection. Featuring a minimalistic and travel-friendly design, the collection includes five complexion brushes and four eye brush designs for comprehensive use.
To learn more about the collection’s design, the potential consumer impact, and future plans for further development, CosmeticsDesign spoke with Sarah Heath, Chief Marketing Officer at Anisa for her insights.
Behind the design
When approaching the collection design with an eye for innovation in this space, the Anisa development team “wanted to create various brush shapes and sizes to showcase the application and performance options,” Heath shared. To accomplish this goal, the team created options that incorporate “varying handle lengths and diameters for a minimalistic aesthetic preference and to meet distinct application needs,” she explained.
More specifically, the design acknowledges the need for a product option that is “the ultimate pairing for solid stick formulas that require controlled blending,” which is uncommon in cosmetic brushes currently available to consumers. Further, she added, “these brushes were designed to act as an extension of your hands – instead of using fingers to apply makeup, you have a tool that you can use to apply makeup effortlessly and with precision,” which is an important consideration for today’s cosmetic brush user.
In addition to being slightly more cost-effective to the end-user due to “one less part being used/anodized during the production process,” the A-Line Collection is also produced in “travel-friendly sizes – portable and compact enough to place in a travel case.”
Innovation and potential impact
Unlike other currently available cosmetic brush options, “the A-Line Collection features unique head shapes to inspire our customers,” shared Health, “plus the design includes our patented fibers, including TRX 3TM, SQ+, and Star Fiber.”
As detailed in a recent company press release, the innovation in the design resides in the collection’s “cylindrical brush handle, which has a flat base to stand on a vanity or countertop, keeping the fibers cleaner.” Further innovation comes from “the mid-sized handle length, which offers users maximum control within their product application,” as well as the customizable functionality developed through the “various innovative brush head designs.”
For manufacturers and suppliers to the cosmetics industry, as detailed in the company release, the option for customization is also a careful consideration and “brands can make the brushes their own with a wide assortment of decoration options including pad print, silkscreen, laser, hot stamp, etc.”
Having recently launched the A-Line Collection at MakeUp in LosAngeles and at Cosmoprof Worldwide Bologna 2023, there is great potential for a unique industry impact through the release of this innovative new design. By addressing consumer demand for cosmetic brush options that can provide improved performance with solid stick cosmetic formulations, Anisa is addressing a niche segment of consumer need for high performance cosmetic brushes at an affordable price point.