The Italian manufacturer of professional makeup brushes has unveiled its latest innovations at MakeUp in New York on September 17 and 18, 2025.
Complementing its lineup of standard solutions, Pennelli Faro introduced new signature brushes, crafted using the “Shape On Shape” approach to tailored development.
Two new projects, developed in collaboration with IL Cosmetics Group — a leader in B2B cosmetics manufacturing — were highlighted at the show as a perfect showcase of the company’s bespoke development method.
The Hug-Me Full Round applicator was specifically designed to harmonize with IL Cosmetics’ domed Rodio baked powder pan. Its concave shape fully adapts to the hybrid texture, ensuring optimal pick-up and delivering a zero-waste, fallout-free application.
For its part, the Origami Arco applicator, also developed through the “Shape On Shape” approach, features a half-moon cross-section and a concave ferrule that create complete synergy with the product’s geometry. Its exclusive patented ergonomic design naturally follows the facial contours, enabling an application gesture that blends precision with softness.
Both solutions demonstrate how formula, pan, and applicator can be seamlessly engineered together to enhance product performance.
“At Pennelli Faro, we believe that every formula deserves its perfect applicator. With our Shape On Shape approach, we transformed this belief into a methodology: applicators are not designed as generic tools, but as made-to-measure instruments, morphologically and functionally complementary to each formula and pan geometry,” the company explained in a release.
