IF YOU'RE AN ARTIST in search of a particular tool that doesn't exist, what do you do? Like all great artists who preceded you, you make the exact tool that you need. Hollywood Makeup Artist Rea Ann Silva did just that with her makeup sponge. The only makeup applicator that won't create ridges or edges on your face.
In a way, making her own was the easy part. She just used scissors to cut away all the edges. But she did not stop there. She worked with manufacturers for years to get them to create a version that could be mass-produced. The beautyblender was born. Then she called MUDHAUS to help her figure out how to convince customers to buy something that usually came free with their makeup. Well, for starters, you get what you pay for. And who wouldn't want the special applicator used to get movie stars ready for their close-up?
Anyhow, starting with that thought, we crafted a message and identity around Rea Ann's professionalism, all the stars she's worked with and the ultimate form-driven beauty of the object itself. And guess what? People are happy to pay for something that works after all.