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Has the next generation of makeup applicator arrived?

By Deanna Utroske

01-Dec-2016
Last updated on 01-Dec-2016 at 19:05 GMT2016-12-01T19:05:06Z

Has the next generation of makeup applicator arrived?

Molly Cosmetics would like to think so. That company’s SiliSponge is making waves in the popular beauty press and generating quite a bit of buzz in the digital and social spaces where women talk makeup.

The new beauty tool is getting good press, with items on Allure, Glamour, Cosmopolitan, Teen Vogue, Bustle, PopSugar, and many others in recent days. The company’s ecommerce site indicates that the SiliSponge is currently sold out and accepting pre-orders for a forth restocking.

The brand

Molly Cosmetics is based in Hong Kong and launched in April of this year. Through the site, Molly Cosmetics sells primarily lipsticks, and a selection of other color cosmetics, nail color, brushes, false eyelashes, and such.

The tool

The SiliSponge is, according to the Molly Cosmetics product page, made of PU. It looks something like a clear squishy stone, a fragment of jellyfish, or as many online comment sections reveal, a small silicone implant.

The product description notes that cleaning the tool is simple. And, that the SiliSponge is disposable—a feature that likely won’t go over well with natural beauty enthusiasts.

It’s best attribute is apparently that is doesn’t absorb makeup. “It doesn't soak in a thing!” boasts the Molly Cosmetics site.

The description goes on to explain that “the foundation needed is literally just half the amount compared to directly using brush or sponge. Spreading product with it will take some getting used to, final blending can always be finished with oval brush or usual sponge (for example beautyblender), that means washing the oval brush or the sponge will be minimized and they will last a whole lot longer.”

It’s curious that the Beautyblender is called out by name as a companion tool, since many of the popular media posts about the SiliSponge are insinuating that the Molly Cosmetic tool will possibly replace the Beautyblender.

The buzz

Makeup application tips, tricks, and trends help determine how relevant a product formulation is as well as how economical a packaged volume of product is for the consumer.

This tool (and others like it) should it catch on, would do both. The non-porous sponge moves makeup on the skin differently and doesn’t retain much product at all, as brushes and blenders can. These are just the sort of applicator features that intrigue consumers and present challenges to formulators and brands.

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