When it comes to makeup brushes, perfection is in the palm of the beholder.
With thousands of options on the market, consumers are spoiled for choice, but the ideal tool is a matter of personal preference. The desire for softness, precision, ergonomics, or even “” potential can fuel a search for new brushes, but each user has their own set of requirements. Over the years, multiple brands have attempted to address those needs with expansive collections, or feedback-fueled additions, but few have approached the process like.
On paper, founders Tom Shen, Kenny Leung, and Dien Nguyen aren’t who you’d expect to start a beauty brand. They aren’t makeup artists or product junkies, but their lack of cosmetic credentials is part of the reason why they focused on the industry. “We chose beauty’s New York offices. “We wanted to make sure that every time we received feedback [our own] personal experience wasn't tied to that. Every single review, good or bad, we take it at face value.
Well-versed in open source coding, the group sought to apply the tech principal to product design. “Open source involves a lot of passionate individuals working towards a singular goal,” Shen says. “They spend hours coding, and in the end, the product they develop becomes better than the market equivalent.” User fueled and feedback-driven, their business model and direction required input from hundreds of people.
Their crowdsourced process may be modern, but Rephr relies on handiwork to create its products. Made in Kumano, Japan, a manufacturing hub focused on brush making, each piece is a collaboration with local artisans. “When we went there the first time it was astonishing, they’ve been making brushes for hundreds of years and it is a part of their culture,” Shen says. Still, it took time to find a balance between the speed the internet demands and a process steeped in tradition.
The connection is far from the only one Rephr has built. A glance at their website reveals a community of beauty lovers with a personal stake in the products. Eager to share their opinions or potentially inspire the next standout tool, they helped propel the brand towards an impressive Kickstarter campaign. For their part, Shen, Leung, and Nguyen have found the collective interest the most exciting part of the venture.
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