The former freelance make-up artist took a leap of faith and ventured into the world of business. Here, Sue Biller lets us into her commitment to delivering premium quality, vegan, and cruelty-free make-up brushes.
“I grew tired of paying top dollar for high end makeup brushes and having to import from overseas with the poor R/$ exchange rate, duties, and shipping fees," says Sue. Considering that it took her a year to develop the range, she says she was very specific about quality, performance and price. “Our brushes are handmade, 100% vegan & cruelty free, using only premium quality VeganLuxe™ synthetic fibres. This ensures the softest brush with excellent pigment pickup, colour payoff and blendability. I launched with a 10-piece set initially with plans to expand the range.”
Glamour: What inspired you to transition from being a freelance makeup artist to founding The Makeup Worx and creating your own line of make-up brushes?
Sue Biller: My idea came off the back of finding a solution to a problem! For years, I have struggled to source high quality, reasonably priced make-up brushes locally. High end, luxury brands are hideously over priced – after a certain threshold, you’re paying for the brand name and glitzy retail premises. Anything I bought from overseas was always subject to the exchange rate, shipping and import duties. And mass produced, pharmacy brands just didn’t have the range or quality I was looking for. I knew that I couldn’t be the only make-up lover with this dilemma. So, I wanted to fill the gap and produce a premium yet affordable range, available locally.
Glamour: Could you elaborate on the challenges you faced when importing high-end make-up brushes from overseas for the South African market, particularly regarding the exchange rate, duties, and shipping fees?
Sue: My brushes are not mass produced and my supplier focuses on small production runs. This enables me to import manageable quantities, mitigating the costs of shipping and imports. But yes, it has been challenging, sourcing a quality product whilst maintaining a respectable price point! We’re competing with ridiculously low priced, low quality, easily accessed, mass produced products flooding the market. In contrast, there are still many discerning consumers who understand the adage “you get what you pay for.” They’re hankering after bespoke quality and don’t mind paying for it.
Glamour: How did your experience as a freelance make-up artist influence the design and development process of your premium quality make-up brushes?
Sue: If you have the right tools, you don’t need to spend a fortune on high end make-up products. A good brush can make even the most mediocre of products pop. It’s all down to the softness of the brush, its ability to pick up pigment and its blendability. Having worked with a myriad of brush brands over the years, I came to know exactly what worked best.
Glamour: Can you walk us through the journey of developing your range of makeup brushes, from the initial concept to the final product?
Sue: I took all the elements of my favourite brushes used over the years, and distilled them into about 15 different designs. I did loads of research on technology, materials, and prices, and started out with a handful of suppliers. I had no prior recommendations and of course, they all required development costs, so it was a gamble. I sent them my sketches and requirements and requested prototypes. In the end, the choice of supplier was easy.
There was only one who understood the assignment and the quality I was after. From there, it was a question of refining the designs and fibres, until we had perfection. I spent a lot of time testing the samples rigorously to ensure they worked across all mediums (creams, powders, and liquids). And then I would wash them multiple times to make sure the fibres wouldn’t shed. I then had to choose a colour and material for the handles.
Once this was all buttoned down, we were ready to start production. Parallel to all this, I had to work on costings, ensuring that my price points for each brush were achievable. I also had to come up with a brand name and packaging and get a logo and website designed. That was the easy part!
Glamour: What criteria did you prioritize when designing your make-up brushes in terms of quality, performance, and price?
Sue: All three were equally important. Quality and performance were non-negotiable. And I wanted the range to be affordable too. To say it was a balancing act would be an understatement!
Glamour: Could you explain the significance of using VeganLuxe™ synthetic fibres in your make-up brushes and how they contribute to the overall quality and performance?
Sue: When I started out doing make-up, sable and goat hair were the fibres of choice, for good reason. They had a softness and blendability that could not be rivalled by anything synthetic. However, they were also very expensive and not cruelty-free. In the last 7 years or so, the industry has seen a huge shift towards clean beauty and sustainability, and 99 percent of high-end brands have switched from animal hair to vegan fibres.
Technology is now so advanced that you can create a synthetic fibre that’s as good as a natural one, at a fraction of the price. VeganLuxe™ fibres are luxuriously soft and are made to mimic natural hair. They look, feel, and perform just like the real thing, and most importantly, they’re cruelty free! Synthetic fibres are also more robust than natural ones, and they wash like a dream!
Glamour: What sets your 10-piece make-up brush set apart from other options in the market, and are there any particular features or benefits you'd like to highlight?
Sue: The beauty of the range is that the brushes can be bought individually or in sets. Apart from the premium fibres, our wooden handles have a luxurious “weightiness” to them and are triple lacquered, for extra durability. The name of each brush is stamped on to the handle, as a guide. (Experience tells me that women find this super helpful). Of course, once you’re familiar with each brush, you’ll soon realise that they all have a multitude of uses. All of them can be used with creams, liquid, and powders too, and they’re fully washable!
Glamour: You mentioned plans to expand your range. Could you provide any insights into what products or features we can expect from future additions to The Makeup Worx line?
Sue: The initial 10 piece range comprises the core basics, your “must haves”. Phase 2 will include add ons, eg. a lipstick brush, brow definer, and a few more face brushes! I’ve also designed and signed off on the cutest travel set! Watch this space!
Glamour: How do you ensure that your handmade make-up brushes maintain consistent quality, and what measures do you take to ensure they meet the highest standards?
Sue: I sign off on a pre-production “control” sample, and then I personally inspect every piece of incoming stock against it. Fortunately, I’m also working with one of the best suppliers in the industry. They also have internal checks and balances, which does give me peace of mind.
Glamour: what message would you like to convey to make-up enthusiasts in South Africa and beyond about The Makeup Worx and your commitment to delivering premium quality, vegan, and cruelty-free make-up brushes?
Sue: My mission is to surprise and delight make-up lovers by offering them premium quality products, for less than they’d expect to pay. As a small brand, I can achieve that, without the hefty price tag or hype. Ok, well maybe just a little hype. Hype is good.
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