Pre-pandemic, beauty applicators usually took the form of small, lightweight spatulas that could easily fit into boxes with products – a nice-to-have tool that could easily be misplaced.

With the advent of COVID-19 and rising consumer awareness of germs and bacteria, the humble applicator has now become a “standalone must-have”,​ said Stephane Bulle, VP of packaging Innovations at packaging company Meiyume.

“Especially with the onset of the COVID-19 pandemic, the demand for hygienic applicators have become a priority for many consumers as they look to minimise germ exposure and find a more sanitary way to go about their beauty routines.”​

Talisa Poh, founder of Singapore-based Klynn Beauty, agreed that applicators were likely to become a critical tool in the consumers’ beauty arsenal.

She told CosmeticsDesign-Asia​ that the firm has recently been receiving requests for a facial mask applicator from its customers.

“We’ve had a lot of requests for it. We actually have a batch of facial mask brush applicators coming in as we speak, and our customers will be able to purchase it as an add-on.”​

Like Bulle, Poh attributed this demand to the heightened awareness of hygiene due to COVID-19.

“It’s way more hygienic to use a brush applicator as we avoid using our fingers that can contaminate the product as well as transferring any bacteria and germs that are on your hands onto your face.”​

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Published by Amanda Lim, Cosmetics Design Europe, August 19th 2020