Anisa recently unveiled a trio of cruelty-free brush collections with unique designs for optimal makeup application.
- The collections included the QD Fiber range, a patent-pending design for concentrated application of high-impact powder formulas. The brushes include a four-sided fiber for enhanced pickup and minimal product fallout/dusting.
- The company’s Diffusion Brush Collection comprises a dual-fiber brush head with tips that are extended by 50% for optimized pickup and delivery of a soft, lightweight, buildable finish. The collection is inspired by the glassy skin and no makeup makeup trends and pairs well with liquid, cream and powder formulas, according to the company.
- The Feathering Brush Collection includes a design with a laser-cut ferrule for extra control for light layering of powder formulas, creating a soft-focus effect and sheer finish.
The company also showed off a new trend collection of edgy designs, called "Life of the Party."
New Showroom & Manufacturing Capabilities
The company also unveiled a new showroom in Santa Monica to engage brands on the indie-rich West Coast. The 1,400 square foot space features a library of product designs, including cosmetic and skin care brushes, brush cleaners, storage solutions and an assortment of lashes. Guests can also check out the company’s latest technologies and launches.
The studio is spearheaded by Cindy Chang, senior vice president of business development, and Tamar Garabedian, senior director of business development.
“We’ve always had a strong presence in California working with our existing customers in Los Angeles, San Francisco and the surrounding areas,” says founder and CEO Anisa Telwar Kaicker. “Building strong relationships and authentic collaboration is at the core of our organization, and Anisa LA is another way to better support our partners. In addition, the west coast is becoming an epicenter for the caliber of clean and emerging beauty brands we want to partner with. We believe our new studio in Santa Monica will continue to strengthen those relationships.”
Anisa is also touting its integrated production capabilities, which allows the company to directly address compliance on issues such as safety, fair labor practices and adherence to cruelty-free standards—a critical asset for many of the largest multinational beauty brands.
Now, with an LA-area office, the company can offer similar compliance for indie brands. The message, according to founder and CEO Anisa Telwar Kaicker is that it’s critical to be thoughtful about what’s touching your customer's face.
Meanwhile, Anisa is boosting automation, with a new Chinese facility opening in January 2020. The upgrade allows the company to build in additional manufacturing efficiencies to maximize price competitiveness and reduce its overall carbon footprint.