Makeup brush cleaning wipes, a profitable niche

By Deanna Utroske contact

- Last updated on GMT

Makeup brush cleaning wipes, a profitable niche
According to a Harris Poll commissioned by Anisa International, the market for wipes and cleaning sprays could grow significantly with just a bit of consumer education.

The market research firm Harris Interactive reached out to over 1,000 women in the US last month, more than half of which use makeup brushes.

“Interestingly, 65 percent of women who clean their brushes do so to avoid bacteria, breakouts and blemishes. They understand the consequences, but they still don’t clean them as often as beauty experts recommend,”​ says Anisa Telwar-Kaicker, founder and CEO of Anisa.

Business opportunity
This finding suggests that brands looking for a smart line extension might want to consider getting in on the brush cleaning product business. Anisa, an international beauty tool company, is already making headway in that market.

The company “has collaborated with top beauty brands to develop brush cleansing wipes and sprays that combine ease-of-use and convenience, allowing brushes to dry in just minutes,” ​according to the media release about the Harris Poll results.

Time-pressed consumers could well find such products useful:  “While the traditional method of brush cleaning is still effective, these new products offer a stress-free solution to cut the cleaning and drying time and avoid damaging the brush,” ​claims Anisa.

Besides the hygienic benefit, the convenience and tidiness of specialized cleaning products will be a real value-add for consumers. The Harris Poll found that 85% of consumers who do clean their makeup brushes regularly use products within in easy reach: water, shampoo, dish soap or olive oil. So perhaps, cleaning agents that can be marketed as pure and gentle (as these household items seem to be) will resonate with consumers looking for branded alternatives.

Running the numbers
Survey respondents were asked why they do not clean makeup brushes at least twice a month as recommended. 22% say that the cleaning and drying takes too much time. Nearly as many consumers don’t know makeup brushes need cleaning.

The researchers found that 17% of consumers at large do not know how to best clean the brushes. And that holds true for 31% of millennials.

“This survey indicates that there’s a need for beauty brands to educate consumers about the importance of cleaning, the proper techniques and the revolutionary new products available that minimize the amount of time it takes,”​ says Telwar-Kaicker.

The market researcher also acknowledges that, 19% of the survey respondents buy new brushes rather than clean them.

Natural alternatives
Wipes have garnered some negative attention recently due to the post-consumer environmental impact of the product. There are, however, biodegradable beauty wipe alternatives​. Bamboo, a fast-growing, renewable resource can be used to make the nonwoven fabric that holds the necessary cleaning formulation. Kaia Naturals is already selling facial cleaning clothes made of the popular fibre. 

Wipes, as a category, remain viable. “And truly biodegradable alternative clothes could well bolster the beauty wipe market for the foreseeable future,” Cosmetics Design reported​ last month.

Related topics: Market Trends, Color Cosmetics

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