"It is not enough to push a technical innovation, it must also be integrated into a market and a usage habit," says Mylène Meunier, Cosmogen’s Sales Director. The French supplier of cosmetic applicators and packaging therefore carefully surveys the women’s needs, including on forums, blogs and social networks. "Women are not always comfortable with makeup application techniques. They want tools that can help them to achieve a perfect makeup at home even if they are not an expert.”

Through its innovations, Cosmogen therefore seeks to facilitate makeup application by proposing solutions inspired from professional tools but adapted for use by the general public.

Eyeliners

Cosmogen offers brushes and pens with a wide variety of tips to beautify and enhance the eyes. Felt tips allow the use of very fluid formulations, while silicone or synthetic fibre tips facilitate a precise application.

Eye art

To meet a strong trend in Asia as well as the demand from younger consumers, who are looking for a fun makeup, Cosmogen has developed seven tips (made of felt, hairs, synthetic fibres or silicone) to easily create graphic patterns on the eyelids.

Lip contour

To accurately highlight the outline of the lips, Cosmogen is launching no less than twelve curved felt tips that can also be used to plump up the lips when using the tip laterally.

MakeUp removers

The search for perfect makeup implies the possibility to correct the unavoidable errors made during the application process. Therefore, Cosmogen has launched nine tips that can be used to remove mascara or gently correct the lips contour. The tips are suitable for liquid formulations and several points are coloured in black for an absolute cleanliness effect.

Lip gloss

On this segment, women are mainly looking for a way to slightly colour their lips and bring brightness. The formulation must be imperceptible but able to plump up lips. To address these needs, Cosmogen launches eight ultra-soft applicators with several forms to fulfil their different missions and allow brands to stand out from the mass. Available on handles or bottles, they can also be coloured on demand.

Jumbo twist

By allowing consumers to easily reproduce the professional techniques, jumbo twists are also in line with the same general trend. Cosmogen thus proposes sponges and brushes addressing different needs: to hide imperfections, to apply blush, to sculpt the face, etc.

Cushions

In addition to the original Asian cushions, which can also be sourced by Cosmogen, the French supplier also offers less complex and more economical products to meet the demand of certain markets, such as Latin America and the USA. A sponge suitable for liquid formulations is placed in an easy to carry airtight jar.

A showroom in the deep heart of Paris

Cosmogen recently move into new offices at Boulvard Haussmann, #160, in Paris. These new premises in a very central location now also include a showroom dedicated to both brushes and packaging innovations, Cosmogen’s two main businesses.


"We wanted a tool and a forum for our customers. The showroom is like the heart of the reactor. This is where it happens, where ideas are born, mature and take shape. Then we met the conditions for where creativity happens,” says Renaud van den Berg, the company’s General Manager.