Five years after launching prestige brush brand Anisa Beauty, founder Anisa Telwar Kaicker is choosing its first retail partner: Amazon Premium Beauty.
The move is part of Telwar Kaicker’s plan to put the brand in front of more eyes.
“We’ve been testing this DTC concept for five years and what has happened now to DTC is it’s so hard to find a customer and we’re not in retail,” she said. “Amazon is just that easy experience. It makes it easy for people to shop. I’m just trying to learn as much as I can about what customers want from brushes.”
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The November launch follows a flurry of beauty brands including Clinique, Kiehl’s Since 1851, Too Faced and Lancôme joining the platform as companies increasingly view it as an important selling tool. Overall, in 2023, Amazon sold a billion-plus beauty products in the U.S. and currently there are more than 100,000 brands available in its beauty store.
The platform also certainly has the ability to attract more brands, with more than 100 million unique beauty customers on its books. Morgan Stanley predicted that Amazon will take over from Walmart Inc. as the biggest beauty retailer in 2025.
Anisa Beauty is part of Anisa International, a leading manufacturer of makeup brushes for the likes of the Estée Lauder Cos., Rare Beauty, Sephora and many others. The eponymous brush brand launched in 2019, with makeup and skin care brushes and industry sources estimated that its brush sales would come in between $25 million and $50 million in 2024.
Its most recent launches are the Angled Cream Blush Brush, $32, and Multi-Powder Blush Brush, $32, crafted to enhance the latest blush trends and formulas.
“The brush cannot exist on its own,” said Telwar Kaicker. “When I saw so many amazing blush products in the market I thought it would be great to bring out some brushes that could have a conversation so we could be part of what’s going on.”
The brand launches around one to two bushes per year. While make up brushes are the buzziest, skin care brushes are gaining traction.
“Makeup is the most understood,” said Telwar Kaicker “Our skin care brushes are actually getting a lot more recognition, though. I need the makeup brushes to attract so that people could then say ‘oh what do you mean I need a skin care brush?’”