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concept store

we design best-in-class products by crowdsourcing customer feedback.

items in the concept store are available at a significant discount. all we ask for is your honest feedback.

tried-and-true favorites.

items in this section have already received community approval and are officially a member of product lineup.

brush 05
best seller

brush 05 - $57 $28.50

InStyle Mag Best Blush Brush 2021. Our most popular face brush is now available for community testing. Handcrafted in Japan using natural bristles.

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new

modular vanity system - $20 $10

our latest product features 5 distinct components that can be held together by magnets, giving you complete control over your vanity.

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the essentials collection

the essentials collection - $129 $64.50

this brush set features our best-sellers since the brand's launch in 2019, and is without a doubt the best place to start exploring Japanese fude.

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the essentials collection plus

the essentials collection plus - $313 $139

a luxurious upgrade at more than 50% off. Aside from our best-sellers since the brand's launch in 2019, this set features 3 additional community favorites and is without a doubt the most luxurious way to try handmade Japanese brushes.

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the crease bundle

the crease bundle - $96 $55

for eye makeup lovers.

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brush 30
new

brush 30 - $99 $49.50

luxurious, impossibly soft and perfectly airy. designed based on community feedback and likely our final large powder brush release.

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brush 31
new

brush 31 - $99 $49.50

our flagship foundation brush is bundled in a larger ferrule and has a slanted design to maximize the contact area to efficiently deliver a luxurious, streak-free finish.

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work in progress

we'd love your input

participate in the design of our upcoming products and be first in line to try them at substantially reduced prices.

sun protection
design survey

sun protection


together, let's explore skincare products in the sun protection category.

what minimum SPF do you look for in a sunscreen? do you prefer a mineral or chemical formula?

eyelash curler aesthetics
design survey

eyelash curler aesthetics


does our current eyelash curler need a new color? what about the new one we're planning for next year?

commonly asked questions

how does the concept store work?
why do you ask for feedback on finished products?
what are design surveys?
do you ship worldwide?