SU STAIN AB LE B EAUTY TOOLS

TRIUNE
Triune Cosmetic Brushes is a company dedicated to filling the
void of highly functional, yet sustainable beauty tools. Using
Triune brushes provides our customers with a unique beauty
application experience, dramatically reducing the impact on the
natural environment. Our condensed product assortment takes
a less is more approach, fulfilling every need in applying makeup
with only three brushes. Efficient, virtuous, and attractive, each of
our brushes is handmade with the highest grade of sustainable
materials. In doing so, we at Triune aspire to reinvent the standard
on sustainable sourcing practices and highly innovative concept
design in the beauty tool industry.

01

EXECUTIVE SUMMARY
At Triune, our ultimate goal is proving that sustainability does not come at the
cost of functionality. Offering efficiency in a virtuous and an attractive manner
is at the heart and soul of our company. Triunes revolutionary 3-in-1 brush
technology allows our customers the advantage of a fast and efficient beauty
regimen, eliminating the problem of unorganized clutter. In an industry as
broad as beauty, brushes and applicators often take a peripheral backseat.
Consumers are very conscious with what is going directly onto their skin, but
often overlook the tools needed to apply it. Tackling an underserved market
segment poses a challenge. With brand integrity and transparency, we at
Triune plan to overcome this obstacle and set ourselves at the highest prestige
in the beauty tool industry.

KEY SUCCESS FACTORS

Efficiency, Virtue, & Attractive Design
Eliminate the problem of unorganized clutter
Bring awareness of sustainability to the beauty tool industry
Brand Integrity & Complete Transparency

02

MISSION
Triune provides the tools you need to look,
feel, and be your most beautiful self. Our
mission is to set new standards in the
beauty industry through innovative design
in the utmost sustainable manner.

VISION
We strive to reconcile our customers
need for functionality and beauty in her
makeup tools and the global need for
sustainably sound product design.

03

VALUES
Quality
Using only the highest quality materials, manufacturers, and designs, we strive to
provide the best possible product to our customer. Our commitment to finding
newer and better ways to create beauty tools is on a constant rolling basis.
Transparency
Our promise is to be honest and provide thorough information on our products in
an effort to elicit informed and conscious decisions from our customers.
Responsibility
Good design is functional and beautiful, while still respecting the earth and its
resources. We aspire to make tools with each step of the products life cycle being
taken into consideration.
Wellness
From our customers to our employees to the earth, we hope to create something
that brings wellness and health to all involved in the process.
Innovation
Innovative and groundbreaking design is at the heart of our company; were here
to supply our customer with unique and interesting application tools for the
ultimate beauty routine experience.

04

TARGET MARKET OVERVIEW

For Triune, our customer is a social, independent, and vibrant
woman on the go. Between the ages of 25 and 44, shes college
educated with a secure job and has a midscale income of around
$50,000-$55,000. She lives in a suburbanized area with similar
perspective and middle-classed people. Being single, she has a
decent amount of discretionary income enabling her to spend
more on higher quality and sustainably sound products. Due
to her busy lifestyle, she looks for things that can save her time
and eliminates clutter to better organize her daily routines. Her
attention to details and whats going on in the news leads to her
consciousness on the environment and how to reduce her impact
through the products she purchases and uses. (Nielson, PRIZM)

05

MARKET ANALYSIS
Revenues of $7,015.7 million accounted for the United
States makeup market in 2013 of the $38,359.2 million
global total. This sets the US at being the third highest for
total revenues in the makeup industry, behind Europe and
Asia-Pacific. For breaking down the categories on types,
face makeup is the largest segment in the US totaling at
$2,490.7 million with eye, lip, and nail categories trailing
behind. Trailing behind are the eye, lip, and lastly nail
market segments.
Over the course of four years, the size of the market has
grown at 1.9% from $770.4 million in 2009 to $831.0 million
in 2013 (MarketLine 2).

06

CURRENT TRENDS
Through analysis of both consumer attitude and behavior, it is clear
that sustainability is a growing trend in the beauty marketplace. More
than half of consumers consciously choose sustainable options over
conventional ones (Global Consumers, Nielsen). Conversely, as every
womans life gets busier, its important to have beauty tools that can
comply with their hectic schedules. Today the average womans
makeup routine is approximately seven and a half minutes long. This
creates the significant need for brushes to expedite this process using
a multi-purpose functionality (Salestouch).
The predominant factors that determine a purchase from consumers
in the North American region are price and accessibility. Millennials
(age 21-34) consumers constitute more than 40% of online purchases
with 56% of total cosmetic purchases being done online (Clutter,
Nielsen).

07

COMPETITIVE LANDSCAPE
High Functionality

High Sustainability

Low Sustainability

08

Low Functionality

COMPETIVE OVERVIEW
SUSTAINABILITY

FUNCTIONALITY

KATIE B COSMETICS

10

SMASHBOX

16

SEPHORA

12

SONIA KASHUK

11

AVEDA

18

NVEY

EcoTools

Bdellium Tools

Alima

PLEASE SEE APPENDIX B FOR FURTHER INFORMATION

09

CURRENT SOURCING
Our competitors source from an array of manufacturers and locations all around
the world, with the majority being in Asia. Manufacturers such as Shenzhen Kiyale,
Hakuhodo, Taiki, and Chikuhodo are all based in Japan with manufacturing and
licensing partnerships with some of the top cosmetic brands in the industry.
Due to these manufacturers competing for contracts to produce brushes for
renowned cosmetic brands, competition is quite high. In order to set themselves
apart, manufacturers have began to be more innovative in their brush designs.
For example, the toothbrush-shaped Masterclass Brush Collection from MAC was
actually designed by Taiki (Taiki). By collaborating with innovative manufacturers,
makeup brands are provided with a broad assortment of beauty tools that are
revolutionary, but not completely sustainable.
When focusing on a direct competitor such as Aveda, its easy to see how and why
their system works so successfully while still maintaining to have a smaller carbon
footprint. Using their vertically integrated system and manufacturing out of their
headquarters in Minnesota, Aveda is able to not only control what is going into their
products, but also how they are being made; wind power, carbon offset purchases,
and being Green-e certified all contribute to a more sustainable manufacturing
system (Aveda Windpower).
Triune is here to bridge this gap by offering attractive, yet highly functional and
sustainable products.

10

CURRENT DISTRIBUTION
Report for 2013:
Pharmacies/drugstores

30.4%

Supermarkets/hypermarkets

25.5%

Department Stores (incl. Duty Free)

21.4%

Specialist Retailers

9.3%

Other

13.4%

SOURCE: MARKETLINE REPORT

11

FUTURE GROWTH
The performance of the market in the five-year period of 2013-2018 is forecasted to have a
compound annual growth rate (CAGR) of 3.8%, expecting to drive the market to a value of
$8,443.8m by the end of 2018 (MarketLine 2).
One factor driving this growth is the slow decline of unemployment and the rise of the
American economy. Close to 40% of consumers are optimistic about the U.S. economy,
showing a 34% increase in consumer opinion since 2011, which translates into consumers
with higher spending budgets (LifeStyle Monitor). With this in mind, one of the top five
categories that consumers show interest in increasing their shopping for is cosmetics
(LifeStyle Monitor).
Sustainability also represents another important market opportunity for growth. If
sustainable product sales rates are growing at a rate at least double that of regular
products, then integrating sustainability aspects into cosmetics products could help the
beauty industry grow that much faster (Global Consumers, Nielsen).
Because the cosmetics industry, particularly the niche market of beauty tools and brushes,
has long been ignored by more sustainability-focused brands, this leaves a large hole in the
marketplace and an underserved and undereducated target market. By introducing a mix
of sustainability and functionality, companies can take advantage of marketplace trends to
continue to grow their business and the industry as a whole.

12

DEMOGRAPHIC
Our target customer is between the ages of 21 and 34, and is
mainly female, with a possible male brand outreach as well.
Our target customer group is made up of mostly singles or
couples in the first five years of marriage, possibly beginning a
new family. They are college graduates, with a relatively high
income, placing them in the upper middle class with strictly
white collar careers. Often, they are still saddled with student
loans, so their discretionary income is only moderate. The
total Millennial (age 21-34) population in the United States
accumulates to 65.4 million people. Of that, the number of
Millennial women who Triune directly targets is 33.2 million.
They live in suburbanized areas with households having a
median income of $51,137 (PRIZM Segment).

13

PSYCHOGRAPHIC
As a Millennial, our customer can be characterized by many of the following
generational attributes likely to try new technologies. At the same time, the
majority believe people should consume less. Therefore, technologies that are
able to accomplish tasks efficiently, while also eliminating the need for more
consumption, are ideal for this customer group (WARC).
This customer is also increasingly interested in compass brands, brands
that they can be loyal to and that align with their own personality and views.
While sustainability and ethics are among the top concerns for this customer
when making purchase decisions, these qualities continue to fall behind
characteristics such as innovation and reputation (Proconsumer).
Due to the age range of this target market, we can expect a consumer that
is both technologically savvy and aware of social and environmental issues
in the world today. In the face of these growing problems, our customer is
extremely interested in the intersection between technology and problem
solving. Their spending habits prove to be strong in these areas.

14

SHOPPING HABITS
A global report found that the predominant factors that determine a purchase
from consumers in the North American region are price and accessibility when
selecting beauty and cosmetics (Nielsen). From the same report, 23% of North
American customers admitted to buying particular cosmetic brands almost
exclusively, showing a serious amount of brand loyalty.
Millennials (age 21-34) are extremely responsive to e-commerce shopping. In a
recent survey, over half of the respondents who planned to buy products online in
the next six months were Millennials, with cosmetics as one of their top intended
purchases. Millennial consumers constitute more than 40% of online purchases
with 56% of total cosmetic purchases being done online (Clutter, Nielsen).
Sustainability is another driving force behind our customers purchasing decisions.
In a recent report, over half of the respondents disclosed that they would spend
additional money for a more environmentally friendly product (Global Consumers,
Nielsen). Triunes affordable and virtuous products are offered through our userfriendly website, fulfilling every factor driving our customers purchasing decisions.

15

CURRENT GARMENT LIFECYCLE

How long are brushes kept? How are they disposed of? We conducted our own
survey analysis to gather firsthand information about a cosmetic brushs lifecycle. The
components of the lifecycle include the use, care, materials, and disposal. The following
information is based on the results from the survey.
Use
People use around four to six brushes on a daily basis. The time span
that brushes are kept is between two and four years, and sometimes
more than six.

Care
The survey indicated that people dont clean their brushes on a regular
basis. Washing them on an annual or biannual basis allows makeup to
lump and cake ensuing a difficult application.

Materials
Generally, people have no preference with regards to the materials
used in the making of their cosmetic brushes. In spite of that, they
prefer mid- (Sephora, etc.) and high-end brands (Bobbi Brown, MAC,
etc.) rather than those from drugstores.

Disposal
The most unanimous answer gathered from the survey is that when
disposing of their brushes, people typically just throw them away.

16

These results reveal that consumers are generally uninformed on their cosmetic tools, and the
care and disposal of them. This creates the huge opportunity for Triune to bridge this gap and
educate our consumers on achieving the greatest use out of their brushes.
FOR MORE INFORMATION AND FULL SURVEY PLEASE SEE APPENDIX C

INSPIRATION

17

LINE SHEET

18

NAME

FACE
BRUSH

WET
BRUSH

EYE
BRUSH

CARRYING
CASE

CLEANING
CLOTH

STYLE #

TRI01

TRI02

TRI03

TRISET

TRICASE

PRICE

$52.00

$52.00

$34.00

$135.00

$3.50

COLOR

BLS

BLS

BLS

GRC

BLM

FOR FULL PRODUCT ASSORTMENT, PLEASE SEE APPENDIX E and F

FOR FULL COST SHEETS, SEE APPENDI

MANUFACTURERS
DuPont is one of the worlds leaders in science and engineering
technology, as well as in fiber tecnology. DuPont has also recognized the
role sustainability plays in manufacturing, and has increased its efforts
to expand its sustainable options. These efforts include hiring a Chief
Sustainability Officer and publishing annual sustainability reports and
goals (DuPont Sustainability Goals).

Anisa is one of the most, innovative and trusted manufacturers in the

cosmetic tools field. Anisa has collaborated with numerous high-profile
brands as well as developed new technologies and materials with outside
companies, such as DuPont, to create truly unique product offerings
(Anisa Studio A).

A division of Jon-Ko Products, San Diego Bag & Supply is located

domestically in San Diego and has been producing bags for the past
50 years. The company specializes in cosmetic bags and other highperformance and custom bags, as well as advising on how to produce as
sustainably as possible (San Diego About Us).
FOR MORE INFORMATION PLEASE SEE APPENDIX A

19

MANUFACTURERS
Sustainable Supply serves as an online wholesaler for eco-friendly
cleaning products. The company focuses on reducing carbon emissions by
offsetting all transportation emissions measured through their company.
The company also has an extensive distribution system set up throughout
the U.S. to minimize the amount of shipping necessary to distribute
products (Sustainable Supply).

Nashville Wraps is a printing and packaging company, based in the U.S.,

who focuses on sustainably minded packaging solutions. Over 75% of their
products are made domestically, and the majority of their paper products,
including all of the products we are using, are composed of 100%
recycled paper (Nashville Wraps).

Envirofriendly Printing is a domestically based company that focuses on

all sustainable printing techniques. They utilize wind power, 100% recycled
paper, and soy-based inks, so our consumer education and collateral
prints will have a low environmental impact (Envirofriendly Printing).

20

MATERIALS
NATRAFIL

The Natrafil fiber was developed in a collaboration between DuPont, one of the worlds leading
fibers developers, and Anisa, a leading makeup manufacturing and design house, as well as
our brush manufacturer (Premium Beauty News). As described by DuPont on their website, the
inspiration behind the development was the different strengths of animal vs. synthetic hair for
makeup brushes (DuPont Science of Synthetic Filaments).
Animal hair is inherently textured, allowing makeup to catch in between the natural ridges
in the hair and then release when pressure is applied to the face. Synthetic hair, on the other
hand, is engineered to be smooth, and the surface is often too slippery for makeup to be
transferred onto the face. Because of this, nearly 95% of all powder brushes are animal hair,
creating a sustainability and animal cruelty crisis (Business Wire).
In manufacturing, the Natrafil bristles are available in shorter cut pieces, minimizing product
waste. Because it is a synthetic fiber, there is also no need for a sterilization step in production,
cutting down on costly chemicals (DuPont Tech Support).
The Natrafil fiber is the first of its kind: a synthetic fiber that is engineered to create a textured
surface for makeup to latch on to. A unique tipping process allows the brush to pick up and
release makeup in an identical, if not superior, way to animal hair (DuPont News).

ALUMINUM

The brush ferrules will be constructed out of aluminum. Of that, 10-25% will be post-consumer
recycled aluminum, as is standard from our manufacturer. According to our contact at Anisa,
post-consumer aluminum can only be utilized for up to 50% of the ferrule material, without
sacrificing quality and function.
Aluminum itself can be recycled numerous times, as it can easily be melted down and utilized
again without losing any of its quality. This process of re-melting aluminum is much less costly
than mining new materials (Waste Management).

21

MATERIALS
WOOD

According to our contact at Anisa, the white oak wood sourced to make each makeup brush
handle comes from a plantation that is actively growing trees and fueling forestry efforts to
offset any wood cut down.
Wood is one of the only natural materials available for cosmetic brush handles. It is both
renewable and, depending on the amount of treatments applied to the wood, can actually be
considered carbon negative, due to its ability to store carbon through its deterioration (Falk 2).
In fact, by utilizing wood in a long-lived product, such as these brushes, we can actually help to
reduce fossil fuel emissions on a grand scale (Most Natural Resource).
Wood is the one of the most expensive options offered for a handle material, according to our
manufacturer contact. However, we feel that it is worth the extra cost to reap the sustainable
benefits.

MICROFIBER

Microfiber is one of the most sustainable ways to clean products like cosmetic tools. The fabric
is made out of polyester and nylon fibers that are able to catch extremely small particles of
makeup residue and dirt. While these fibers are not inherently sustainable, microfiber cloths
are able to minimize waste much more efficiently than other cleaning methods. Because
microfiber is six times more absorbent than other fabrics, these cleaning cloths can reuce
water and chemical usage significantly, and because they are durable and washable, they
replace the need for disposable cleaning supplies (Sustainability Road Map).

NATURAL UNBLEACHED COTTON

Our case is a natural unbleached cotton duck canvas. The cotton is renewable, biodegradable,
and recyclable, as well as sourced from a fair trade supplier.

22

FUNCTION
When compared to animal hair:
59% of makeup artists reported better pickup
53% reported more uniform application
53% reported better release
(Premium Beauty News)
Functionally speaking, Natrafil is one of the best fibers available for cosmetic tools,
outperforming both synthetic and animal hair brushes on many different aspects.
Natrafil has also been highlighted for its ability to work well with organic makeup,
which is free of synthetic binders that help the makeup to stick to the brush. Due
to the design of the fiber, organic makeup takes much more effectively to Natrafil
brushes, as opposed to animal and synthetic hair (Premium Beauty News).
As shown before, our product is able to function as three brushes in one. With the
ability to retract the inner bristles, the user can choose the amount of coverage and
the type of brush they need, without the added hassle and bulk of carrying around
multiple brushes. In addition, by utilizing fewer molds and combining brush uses,
we are able to cut down on tooling and manufacturing waste, creating an allaround sustainable product.

23

CARE
The bristles are designed for durability and require less maintenance than
other brushes, specifically animal hair brushes which carry the risk of bacteria
and allergens, as well as hair breakage. Not only does this make the brush more
valuable, but it also cuts down on water use and any harsh chemicals used to
clean brushes (Anisa email).
Our recommended cleaning process is to use a microfiber rag, which is available
with each separate brush purchase and is included in each set purchase.
Microfiber will be able to trap any remaining makeup particles or dirt left on the
bristle tips. By dusting off the brush in between each use, the user can quickly and
easily clean and maintain their brush. Microfiber towels are lighter, more durable,
and more effective in reducing bacteria levels than traditional cleaning alternatives
(American Cleaning Company).
If the brush does need a deeper cleaning, the microfiber towel can also serve as
a cleansing towel. Because microfiber is six times more water absorbent than
regular cotton towels and uses 95% less cleaning solution, each cleaning will
require far less water and/or chemical cleaning solution than with a regular brush
cleaning process (Sustainability Road Map). Each microfiber towel is also washable
for up to 500 washes, by machine or by hand, so it can be used alongside the
brush indefinitely (Sustainable Supply).

24

DISPOSAL
Natrafil is a form of polyester or plastic, which is not an inherently sustainable material.
However, because the bristles are built to last, are extremely efficient, and require little
water or chemical based cleaning, the lasting material will make up for the original energy
lost in the manufacturing processes. That being said, the bristles are not recyclable, so they
must be cut off and thrown away before recycling the other parts of the brush.
However, wood and aluminum are both extremely useful as post-consumer materials.
Wood can be recycled into numerous products, including mulch, sawdust, chips, and
compost, or can be sent to biomass-to-energy centers, where they use the stored carbon
to create energy (CalRecycle). Because wood is biodegradable, it will also decompose
completely in a landfill, and because the process to make and refine wood is much less
energy-intensive and carbon-emmissive than other metals or plastics, wood can still be
considered carbon neutral, or even carbon negative (Falk 2).
Aluminum is one of the most well-known completely recyclable products. We continue
to use almost 75% of all aluminum produced in the U.S., and the average turnaround time
for aluminum to be disposed of, recycled, re-melted, and made into a different product is
about 60 days (Aluminum).
In addition to product materials, all of our packaging is both recycled and recyclable,
representing a long material life (Nashville Wraps). By selling our complete makeup set in a
case, we are also able to eliminate unnecessary packaging waste and give extra function to
our products.

25

IMPACT MEASUREMENT
13

TRIUNE
BRISTLES

HANDLE

PACKAGING

ENERGY

GIVING

COMPETITORS

26

AVEDA

NVEY

BDELLIUM

ALIMA

ECOTOOLS

18

FOR MORE INFORMATION PLEASE SEE APPENDIX G

B CORPORATION ASSESSMENT
Our third-party life cycle assessment was obtained through the B-Corp Impact
Assessment tool. This assessment consists of a series of questions, broken up into several
categories, including governance, environment, community, consumers, and workers.
According to the B-Corp website, assessment standards and questions are developed by
a Standards Advisory Council, made up of sustainability and industry leaders, and are
also influenced by business feedback. The ultimate goal of the assessment is certification
as a B corporation, which is defined as a company who uses business and profit
strategies as a means to solve social or environmental issues (B Corp).
Each metric is compared to an average score won by three groups of businesses:
ordinary, profit-driven businesses, sustainably driven companies, and certified B
corporations. These measurements provide a standard to compare with which to
compare our products.
For the sake of this assessment, we completed the environment section in total, as well
as certain applicable parts of the community section, mainly areas on suppliers and
distributors, as well as charitable giving, While there are many other elements of the
assessment, these elements were the only ones required to get a full picture of the
brushes life cycle
FOR MORE INFORMATION PLEASE SEE APPENDIX G

27

BRANDING

28

BRUSH BOX

LOGO STICKER

BLACK TISSUE
PAPER

CASE

BRANDING

INFO PAMPHLET

(included with every order)

29

WEBSITE

PHILOSOPHY
HOME PAGE

30

wwww.triunebeautytools.squarespace.com

WEBSITE

HOW IT WORKS
SHOP

31

CONSUMER EDUCATION
Wood: Not only is wood itself a biodegradable and completely renewable resource,
but our wood is sourced from a sustainable forestry operation that is committed to
growing the worlds forests.

Aluminum: The ferrules in our brushes are composed of between 10 to 25% postconsumer recycled aluminum. Aluminum is one of the most recyclable metals
available, so the metal used in our ferrules can easily be reused.

Bristles: Our bristles are a special synthetic blend, developed by DuPont, called
Natrafil, which is engineered to have the same, or better, performance of natural
hair, without its cruelty, breakage, or allergen concerns. Natrafil bristles are also
designed to last longer and need less cleaning than regular brushes.

Our brushes are 100% handmade by trained Chinese artisans.

32

CONSUMER EDUCATION
Our case is a natural unbleached cotton duck canvas. The cotton is renewable,
biodegradable, and recyclable, as well as sourced from a fair trade supplier. By
using the case, you can help us cut down on unnecessary and wasteful packaging.

Microfiber Cleaning Cloth: Each case also comes with a microfiber cleaning cloth.
Microfiber is one of the most sustainable ways to clean your makeup brushes.
Instead of using water and harmful chemicals to clean your brushes, you can
simply dust off your brushes in between uses, keeping your brushes looking good
as new. If you do want a deeper clean, use a bit of cleanser with some water to
scrub your brushes. With microfiber, you can use When your cloth begins to show
dirt, you can simply toss it into the washing machine. Each cloth is good for at least
500 washes, lasting you for years to come.

All brushes are packaged in 100% recycled paper boxes with recycled tissue
paper. These can both be recycled along with all other paper products.

33

CONCLUSION
Triune aims to pioneer as the leader in the makeup brush
market, reinventing the standard on sustainable sourcing
practices. This will not only broaden consumer awareness on
how to be sustainably conscious, but also on the underserved
beauty tool market. Our 3-in-1 brush technology catapults
us further among the others alleviating beauty routines,
and reducing the impact on the environment by being
90% recyclable. We can achieve our goal with our efficient,
virtuous, and attractive products and by offering complete
transparency on our design and manufacturing paving the
way for other beauty brands.

34

APPENDIX

APPENDIX A
1.

APPENDIX A
2.

3.

Phone Call:
Hee Jeong Son
Vice President of Business Development
Anisa International
646-489-7539
NY, USA
Phone call from 11:04-11:32, approximately 28 minutes
Hee Jeong called to give me information on sourcing and pricing. She broke down the various components of the makeup brushes
and what their approximate costs would be, in relation to the original $15 total unit cost. She also explained where their company
sources their individual materials from.

APPENDIX A
4.

APPENDIX A
5.

APPENDIX A
6.

APPENDIX B
Perceptual Map
The map is judged on each axis based on a series of five characteristics or assets. The companies were ranked in each category on a
scale of 0 to 5, ranging from lowest applicability to highest.
Sustainability
Each company was evaluated by five categories of sustainable behavior: bristle material, handle material, packaging components, manufacturing and energy use, and philanthropy. Results were based on both how much information each company chose to provide, or
their level of transparency about each category of sustainability, and how thorough their response to each issue is.
0 - No Mention of Bristle Material
1 - Brief Mention of Material (no mention of sustainability)
2 - Mention of Sustainable Material (with little follow-up information)
3 - Sustainability is key part of product
4 - Sustainability is discussed and integrated at length
5 - Leader of marketplace in this area of sustainability
Bristles: Because PETA has denounced the use of animal hair in cosmetic tools, most brands that market themselves as sustainable, as
well as many brands focused on functionality, manufacture mainly with synthetic bristles (PETA). Companies were judged on whether
the bristle materials were mentioned, whether the brushes were animal hair or synthetic, with synthetic bristles being the more sustainable option, and whether there was any observable effort to make these synthetic bristles more sustainable.
Handle: With the exception of a few leaders in sustainability, most companies provide little to no information on this category. Companies were judged first on rather handle materials were mentioned, and then on the sustainability of that material.
Packaging: This category includes any included carrying cases, as well as the packaging that accompanies each product. Efforts considered include using recyclable materials in paper/cardboard packaging, sustainable fabrics use in carrying cases, and the functionality of
packaging past in-store use (i.e. does the packaging double as a carrying case or does it have another efficient use to prevent waste?)
Manufacturing/Energy Use: Most companies did not provide any information regarding this category, but a few leaders in the sustainability market did highlight their efforts to achieve carbon neutrality, as well as find new more sustainable ways to power manufacturing processes.
Philanthropy: This category was by far the most popular category for sustainability, and was ranked determined on the amount of
money given, as well as the relevance of the philanthropies and charities to the sustainability and ethical realm.

APPENDIX B
Functionality
Each company was evaluated based on five categories of functionality and use: multi-use capabilities, ease of use, versatility, durability,
and travel ability. Depending on the category, each company is judged both on their offerings of specific industry leading brushes, as
well as an overall product assortment.
0 - Category does not apply to brand/product at all
1 - Category applies very little to brand/product
2 - Category applies somewhat to brand/product
3 - Brand/product is strong in this category
4 - Brand/product is known for this category
5 - Brand/product is industry leader in this category
Multi-Use Capability: Because our product is characterized by its ability to be used as multiple different brushes, this category measures the competition in this exact marketplace. Brands were judged based mainly on specific brushes that showed innovation in this
area. Double-ended brushes were also ranked highly in this category.
Ease of Use: This category measures the functional aspects of the brushes against the user-friendliness of the products.
Versatility: This category looked at the brands product assortment as a whole, measuring the range of options and versatility of offerings.
Durability: Durability and reliability were judged based on the quality of the materials, if given, construction quality, and the reputation of the brand.
Travel Ability: Travel ability deals both with the ability of brushes to retract and become travel-sized, as well as eliminate the need to
carry multiple brushes to cut down on luggage.

APPENDIX B: Sustainability
Functionality Competitors:
Katie B Cosmetics: no mention of sustainability on website, uses all natural hair (not cruelty-free)
o Bristles: all natural goat hair (no mention of cruelty free status)
o Handle: no mention of materials
o Packaging: no mention
o Energy/Manufacturing: no mention
o Philanthropy: no mention
Source: Katie B Cosmetics, Katie B Retractable Makeup Brush Bags
Smashbox: Smashbox Cares (extremely vague charity organization), Sustainable Forestry Initiative, all products are not tested on animals (brushes that use natural hair are still supposedly cruelty-free)
o Bristles: Certified as cruelty free by PETA
o Handle: no mention of materials
o Packaging: certified by Sustainable Forestry Initiative (all packaging is recyclable with certified paper and soy inks)
o Energy/Manufacturing: no mention
o Philanthropy: Smashbox Cares, mentioned on website (no links or mention anywhere else)
Source: Sephora online retailer: Smashbox Telephoto Brush, Smashbox Cares webpage
Sephora magnetic brushes: Sephora Inside Out program, supply chain transparency mention, added Corporate Sustainability job title
in 2014 (Laura Doan, AWE)
o Bristles: no mention
o Handles: no mention
o Packaging: packaged in a carrying case (saves package waste)
o Energy/Manufacturing: purchased 8300 MWH of green power in 2013 to integrate sustainable power into operations (GPP Sephora)
o Philanthropy: breast cancer awareness, local causes
Source: Sephora Values Inside Out
Sonia Kashuk: includes information on ingredients, cruelty-free goat hair
o Bristles: cruelty free goat hair (not certified)
o Handles: no mention
o Packaging: no mention
o Energy/Manufacturing: no mention
o Philanthropy: company focus on philanthropy and charity
Source: Sonia Kashuk webpage

APPENDIX B: Sustainability
Sustainability Competitors:
Aveda: 85% of packaging is made of recycled materials, publishes yearly earth and community care reports, manufacturing with 100% wind power, commitment to natural ingredients, full circle recycling program, Flax Brush line (30% flax, 70% plastic-of which 90% is recycled), recycled metals
and materials, largest user of recycled plastics and renewable energy in the beauty industry
o Bristles: cruelty free synthetic (taklon) bristles
o Handles: 30% recycled aluminum, Flax Sticks (30% flax fiber, 70% polypropylene-90% recycled resin)
o Packaging: 85% of packaging made of recycled materials, Full Circle recycling program
o Energy/Manufacturing: 100% wind power, larges user of renewable energy in the beauty industry
o Philanthropy: work with indigenous tribe in Brazil to develop products
Source: Aveda website: Manufacturing, About, Flax Sticks products
Bdellium: Bambu brush sets are made of sustainable bamboo handles and cruelty-free brushes that are sometimes treated with antibacterial
agents, mixture of vegan synthetic and natural hair bristles, lots of info on materials, specifically a brush company and markets as an eco-friendly and
antibacterial option
o Bristles: vegan synthetic bristles
o Handles: 100% sustainable bamboo
o Packaging: no mention
o Energy/Manufacturing: no mention
o Philanthropy: no mention
Source: Bdellium Tools webpage
NVEY Brushes: 100% compostable (must be industrially composted), brushes must be sent back to company to be recycled/can be composted
locally but bristles must be cut off first (Green Living Online),
o Bristles: cruelty free synthetic bristles, bristles and ferrules recyclable
o Handles: first certified 100% compostable brushes, made of corn resin, certified by NATRUE and NSF to prove organic status
o Packaging: no mention
o Energy/Manufacturing: no mention
o Philanthropy: no mention
Source: NVEY Brushes webpage

Alima Pure: certified B corporation, offset all carbon emissions through contributions (carbon neutral), 1% revenue to environmental
organizations, vegan and cruelty free, pure mineral makeup with transparent ingredient lists
o Bristles: vegan, cruelty free bristles, certified by Leaping Bunny
o Handles: no mention
o Packaging: no mention
o Energy/Manufacturing: carbon neutral for three years, offsets all carbon emissions through donations
o Philanthropy: 1% of revenue to environmental organizations
Source: Alima Pure webpage: About Us, Our Commitment
Ecotools: bamboo brushes, recycled aluminum ferrules, low price, cruelty free bristles, 1% of revenue to For The Planet
o Bristles: cruelty free, recycled aluminum ferrules
o Handles: sustainable bamboo
o Packaging: no mention
o Energy/Manufacturing: no mention
o Philanthropy: Living Beautifully project, 1% of revenue to environmental organizations
Source: Ecotools webpage

APPENDIX B: Functionality
Katie B Cosmetics: set of completely retractable travel brushes
o Multi-Use: not multi-functional
o Ease of Travel: all brushes retract into their own case (shrink to
about half their full size)
o Versatility: not versatile
o Durability: protected in case, professional level quality
o Ease of use: click out motion, seems slightly difficult to get back in
case
Smashbox: telephoto brush
o Multi-Use: three different levels of coverage
o Ease of Travel: full size brush (not retractable) with case, eliminates
need to carry three brushes
o Versatility: extremely versatile
o Durability: Smashbox level of quality
o Ease of use: easy twisting mechanism
Sephora: magnetic brushes, double down set
o Multi-Use: one brush, magnetic heads
o Ease of Travel: still difficult to travel with (heads are just as bulky as
brushes)
o Versatility: extremely versatile
o Durability: no case around bristles to protect them, quality construction
o Ease of use: seems bulky to get on and off, magnets
o
o
o
o
o

Sonia Kashuk: double duty brush set

Multi-Use: one brush, two heads, low functionality
Ease of Travel: does eliminate some need for more brushes
Versatility: only more versatile than regular brushes
Durability: high quality brush
Ease of use: easy to use, possibly bulky/dirty to hold

o
o
o
o
o

Aveda: range of brushes

Multi-Use: a few retractable and double-ended brushes
Ease of Travel: not focused on
Versatility: not focused on
Durability: seem high quality (professional level)
Ease of use: easy to use

o
o
o
o
o

Bdellium:
Multi-Use: no retractable or double-ended brushes
Ease of Travel: not focused on
Versatility: not focused on
Durability: high quality brush
Ease of use: easy to use

o
o
o
o
o

NVEY
Multi-Use: no retractable or double-ended brushes
Ease of Travel: not focused on
Versatility: not focused on
Durability: high quality brush
Ease of use: easy to use

o
o
o
o
o

Alima
Multi-Use: no retractable or double-ended brushes
Ease of Travel: not focused on
Versatility: make some double duty brushes
Durability: high quality brush
Ease of use: easy to use

o
o
o
o
o

Ecotools
Multi-Use: no retractable or double-ended brushes
Ease of Travel: not focused on
Versatility: not focused on
Durability: high quality brush
Ease of use: easy to use

APPENDIX B: Metrics

APPENDIX B

APPENDIX C

APPENDIX C

APPENDIX C

APPENDIX C

APPENDIX C

APPENDIX C

1.

APPENDIX D

APPENDIX D
2.

3.

APPENDIX D

4.

APPENDIX D

5.

6.

APPENDIX E

APPENDIX F
Sephora Tally:
By searching through Sephoras online private label product assortment, we were able to determine which products would
be our best sellers and plan our assortment accordingly.
Looking at the brushes product assortment, we tallied up how many of each general type were represented in the assortment: face/powder/blush, wet application (foundation/concealer), and eye application.
Here is what we found:
Powder: 15
Blush: 11
Contour: 7
Bronzer: 3
Face: 36 total
Foundation: 10
Concealer: 5
Wet Application: 15 total
Overall Eye: 6
Crease: 6
Blend: 7
Eye: 14 total (any cream application was taken out of total)
All numbers taken from Sephoras website: http://www.sephora.com/makeup-brushes

APPENDIX G
OUR ASSESSMENT: BREAKDOWN
Brushes: Bristles are made out of synthetic fibers and are cruelty-free, as well as completely free of animal products. The Natrafil fibers are also designed to be more durable and require less cleaning than
other synthetic hair brushes.
Handle: The handle is made of wood, which is biodegradable, and is sourced responsibly from a sustainable forestry operation.
Energy/Manufacturing: Because our product is completely handmade, we are able to save inestimable
amounts of energy in possible manufacturing emissions. Our materials are also less energy-intensive
than others: wood, for example, requires much less energy and emissions to harvest and utilize than
other other metals or plastics (Falk 2).
Packaging: A majority of our products will be sold in a carrying case, eliminating the need for wasteful packaging. Those brushes sold separately will be sold in 100% recycled paper boxes with recycled
inside packaging.
Philanthropy: Triune will donate to 1% for the Planet, which takes 1% of our annual revenue and puts
it towards environmental efforts.

APPENDIX G
B CORP ASSESSMENT

The B Corp assessment measures many categories, one of which is Environment. The assessment asks questions about inputs, suppliers,
and emmissions. The scored assessment then measures your score against ordinary businesses, sustainable businesses, and other B Corp
certified businesses.

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