The Power of Two: Brushes designed to perform better together, by Anisa

A Clear Consumer Preference for Curated Solutions

When Anisa Beauty launched new brushes both individually and as a duo, the results were immediate and decisive. During the first week of sales, 94% of all units sold were from the duo offering. This isn’t a marginal bias toward bundling; it’s an overwhelming consumer mandate for thoughtful product curation.

In a category where shoppers often feel inundated by choice, duos remove the guesswork. They offer a ready-made solution that signals compatibility and purpose. Consumers consistently gravitate toward well-structured systems that feel intuitive rather than piecemeal, and Anisa’s findings confirm that the modern beauty buyer values when brands do the pairing for them and rewards that clarity with stronger engagement.

Anisa Telwar Kaicker, Founder & CEO of Anisa International, said: “The data confirms what we’ve long believed: when tools are intentionally designed to work together, performance improves and routines become more intuitive. Our brush duos are not about adding more—they’re about adding meaning. Every pairing is created with purpose, to simplify the beauty ritual while elevating results. The response from our community reinforces that today’s consumer values thoughtful design and solutions that truly work.”

Data That Reinforces Category Expansion

Beyond preference, the brush duo data showcases a tangible impact on revenue and basket building. Customers who selected the duo purchased an average of 3.0 units per transaction, a notable increase compared to 1.9 units for single brush purchasers.

Even more telling is the behavior around add ons: 44.9% of duo buyers added additional items, with some purchasing multiple duo sets—up to four in a single order. This signals not just product enthusiasm, but enhanced consumer confidence. When the core offering feels curated and complete, shoppers are more willing to expand their routine, explore additional tools, and invest in complementary products.

What this demonstrates is that duos aren’t just selling well on their own—they’re elevating the entire category around them.

A Loyalty Driver, Not a One Time Trend

One of the most surprising data points, and a key insight for any brand watching, is that 86.8% of duo sales came from returning customers. In an era defined by fickle beauty shoppers who rarely stick with the same brand for long, this is a standout statistic.

The implication is clear: brush pairings are resonating not as novelty purchases but as functional upgrades. Consumers view them as additions to their existing tools, not replacements. That distinction is critical. It means these products support the way people actually use beauty tools: building gradually, refining their techniques, and seeking improvements without overhauling their entire kit.

A Blueprint for Brands Looking Ahead

Anisa International has long positioned itself at the intersection of design leadership and manufacturing excellence, supported by its portfolio of 78 patented and patent-pending designs. With this new data, the company delivers a broader insight for the beauty industry: pairing is not just a smart product strategy, but a measurable value driver.

For brands evaluating how to differentiate in a competitive market, the takeaway is straightforward. Consumers want curated solutions that enhance performance, simplify routines, and feel intentional. Brush duos offer all three. They increase order value, expand user engagement, and foster repeat behavior — the trifecta of modern retail success.

Anisa International’s findings don’t just reflect strong product performance; they point toward a meaningful shift in how beauty tools should be designed, marketed, and sold. And if the industry is paying attention, brush duos may well become not just a trend but the new standard for intelligent beauty merchandising.