A new American start-up is looking to revolutionize the way women in the West apply their makeup.

The Color Me beauty device © Color Me

The Color Me beauty device © Color Me

Color Me is an electronically operated automatic sponge that vibrates at 15,000 pulses per minute to mimic gentle finger tapping as it buffs and blends foundation into the skin.

The product, created by entrepreneur Leah Ashley and makeup artist Eric Jimenez, is designed to cut down the time it takes to apply make-up and improve evenness, as well as reduce the amount of product required per application. According to the brand, it can be used with foundation, BB creams, moisturizers, concealer, blush and bronzer. You can also use the tool for highlighting and contouring effects.

Jimenez has previously worked as Global Makeup artist at Urban Decay and Beauty Ambassador at Benefit and launched Crème de la Mer, while Harvard-educated Ashley helped grow subscription beauty service Birchbox into a major player.

Priced at USD 54 for the starter kit, with sponge refill sets for USD 9, the product will go on sale later this summer via Ulta and Colormebeauty.com.

The trend for electrically assisted make-up application has been popular in Korea for a few years, with products including the BRTC Smart Artist Auto Pat device available and designed to be used as a BB cream applicator.