Part 4: The Core Business Logic of Starting a Makeup Brush Brand

So, you want to sell makeup brushes. Great! But before diving in, ask yourself: "What is my core business logic?" In other words, how exactly are you planning to approach this business?

Sound vague? Let’s break it down step by step, peeling back the layers like an onion. Here’s a detailed guide to help you structure your ideas and build a successful makeup brush brand.

Step 1: Investigate Your Competitors

1. Who are your competitors, and how are they selling?

Look at your local and online competitors. Are they using e-commerce platforms, social media, or physical stores? Go deeper:

• Where is their traffic coming from? Social media? Paid ads?
• Do they upload makeup tutorial videos on YouTube?

2. What are their strengths and weaknesses?

• Check their review sections: What positive feedback are they receiving? What complaints are customers making?
• Test their products yourself or Ask someone who used them before.

Take note of standout features and shortcomings, such as brush texture, usability, and price. Apply these insights to your makeup brush design.

3. Who are their customers?

Who is buying their makeup brushes? Categorize these customers:

• Age range
• Gender
• Occupation
• Income level
• Education level
• Interests and hobbies
• Purchasing habits

Their customers are likely potential customers for you as well. Understanding who they are will help you create the perfect marketing plan to sell your brushes.

Pro Tip: Use market research templates like Google Forms or SurveyMonkey to quickly gather data on your target customers.

Step 2: Brand Positioning and an Unforgettable Story

1. Tell a compelling brand story

Every successful brand has a story that resonates with its audience. Ask yourself:

• Why does my brand exist? What values does it represent?
• What problem does it solve?
• How can I emotionally connect with my customers?

Sephora's brand story revolves around "diversity" and "making beauty accessible." By focusing on customer experience, they offer in-store product trials and online tutorials, empowering customers to explore beauty with confidence and support.

Zoeva's brand story is rooted in the personal journey of its founder. The founder aimed to create high-quality, easy-to-use makeup brushes that help women discover the art and power of makeup. Emotional elements such as promoting women's confidence and creativity are deeply embedded in the brand's narrative.

A successful brand story effectively communicates core values and establishes an emotional connection with consumers.

For instance, if your brand focuses on natural hair makeup brushes, you could craft a story around "sustainability," "animal protection," "exceptional makeup performance," and "artisanal craftsmanship." Such narratives make it easier for customers to understand and resonate with your brand values.

2. Clarify your product positioning

• Target customers: Who are you designing for? Teenagers? Working professionals? Professional makeup artists?
• Product type: Are you offering single brushes or sets? Natural hair or synthetic fibers?
• Usage scenarios: Is it ideal for travel, quick touch-ups, or high-end makeup applications?
• Price range: Are you targeting high-end or budget-conscious customers?

Continuing with the example above, by deeply understanding customer needs, you discover a lack of high-quality natural hair makeup brushes in the market. You can opt for a "high cost-performance + eco-friendly concept" to attract quality-conscious consumers.

Through detailed customer research, you might discover that most buyers prioritize:

1. Quality assurance: Customers want durable brushes with a luxurious feel but are often disappointed by low-quality options.
2. Reasonable pricing: High-end brands often overprice, deterring budget-conscious buyers.
3. Eco-friendly values: More consumers care about sustainability and animal welfare.

Here's where your opportunity lies:

• Define your positioning: Launch brushes that combine high quality with eco-friendly values, breaking the "high-end equals expensive" stereotype.
• Communicate value: Emphasize animal-friendly practices while ensuring competitive pricing.
• Build trust: Use online tutorials to showcase your brushes'craftsmanship, alleviating customer doubts.

This approach not only addresses market gaps but also cultivates a loyal customer base.

Step 3: Create an Actionable Marketing Plan

With your brand positioning in place, the next step is to turn insights into an actionable marketing strategy. Here's how:

1. Online marketing: Make it easy for customers to find you

• Website + Blog: Write articles about makeup techniques and product reviews to attract visitors.
• Social Media: Post stunning images and short videos on TikTok and Instagram. Collaborate with beauty influencers to increase brand visibility.
• Video Platforms: Upload makeup tutorials on YouTube to showcase how your brushes create flawless looks.

2. Influencer collaborations to amplify your reach

Find influencers or KOLs (Key Opinion Leaders) your target audience follows. Send them your products and invite them to promote your brand.

Actionable Tool: Use platforms like Upfluence or AspireIQ to find suitable influencers for collaboration.

3. Offline activities: Let customers experience your product

• Organize discounts or bundle promotions to drive in-store traffic.
• Offer free trials so customers can feel the unique quality of your brushes firsthand.

These strategies may not all apply, so identify where your target customers spend their time and provide value there. (Just like this article is providing value to you. ^_^)

Avoid These Common Pitfalls

Mistake 1: Designing products solely based on personal preferences

You're investing in a business that aims for profitability, not creating personal toys. You need to balance customer needs, budget, and commercial value.

Mistake 2: Trying to appeal to everyone

You can't please everyone. An 18-25-year-old teenager, a 28-45-year-old elite, and a professional makeup artist have different expectations. Define your target customer and tailor your marketing strategy to meet their needs.

A Simple Case Example

In 2024, I met a client who had worked for many years at L'Oréal as a Sales Training Manager.

"Asking professional makeup artists to use synthetic fiber brushes is like asking a Michelin-starred chef to use plastic knives. It's terrible." She remarked.

The reality, however, is that many people hold biases against natural hair makeup brushes due to the influence of well-known brands. Yet, most have never experienced the exceptional makeup performance and luxurious feel that only high-quality natural brushes can deliver.

She recognized this as an opportunity. For every professional who has ever used a natural hair makeup brush, the sensation and application experience leave a lasting impression that cannot be forgotten.

Here's what she did to seize this market gap:

1. Customized and launched high-quality natural hair makeup brushes at an affordable price.
2. Used a compelling brand story to dispel consumer doubts about natural hair brushes, emphasizing a commitment to animal welfare.
3. Educated customers on how to assess makeup brush quality, building trust and credibility.
4. Leveraged high-quality content on TikTok and Instagram to attract consumers who wanted premium products without paying a hefty brand markup.
5. Sold exclusively on her own brand website, increasing customer loyalty and gradually building a strong personal entrepreneurial identity. (With my expertise in SEO and marketing, I provided strategic advice to amplify her efforts.)

Today, after over a year of collaboration, her makeup brush sales have stabilized at €10,000 per month. She's gained more freedom, enjoys a steady income from her business, and balances her life while creating products she loves.

For more detailed case studies and actionable tips, visit Real case: Unveiling the journey from makeup artist to successful entrepreneur. (Click to jump to the brushvoices official website blog page)

Final Advice

Building a successful makeup brush brand isn't easy. You need to invest significant time in research and planning. Success is the result of meticulous thinking and precise execution. Every step matters—from research to design, from crafting a brand story to developing a marketing plan. By thoroughly analyzing the market, clarifying your positioning, and executing your plans step by step, you can greatly increase your chances of success.

If you encounter challenges during this process, feel free to reach out to me directly or visit our official website at www.brushvoices.com for more information and tools. With over 7 years of experience in brush design and operations, backed by a factory with more than 20 years of history, I have helped many small brands successfully establish themselves and achieve profitability.

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