Growth Includes New-to-Market Product Lines and Experienced Senior Staff
ATLANTA – Atlanta-based Anisa International, a global leader in the design and manufacturing of private label cosmetic brushes, accessories and applicators, kicks off 2014 with a major strategic expansion bringing innovation to new product lines and opening a New York office that will foster a vibrant community of designers collaborating to transform the makeup artistry tools and packaging industry. The company also enlisted new senior talent to support its enhanced business objectives.
“For 21 years, we’ve grown our position as experts in brush innovation – securing patents and building relationships with clients who trust us to bring functional and fashionable cosmetic brushes to market,” said Anisa Telwar, president and founder of Anisa International. “The plan has always been to diversify into other areas – nails, brush cleaners, classic bags and more – and now that we have established our reputation and can ensure the same quality control and forward-trending leadership across all of our new lines, the time for expansion is right.”
Product Lines Include Never-Before-Seen Accessories
Anisa International will bring new ideas to market, continuing its renown as a designer in tune with consumer needs. New lines include:
. Brush cleaners – Understanding that customers want convenience and ease of use, both at home and on the go, the company has developed a single-serve packet containing an eco-friendly wipe that allows her to clean cosmetic brushes with a few simple swipes; nearly eliminating the need to allow brush fibers to dry. This line will expand to include sprays, shampoos and more.
. Nail accessories – Nail art is an expressive trend, and late last year a range of tools were launched to help customers achieve the most complex styles, such as a dotter, easy-to-clean nail palette and brushes specifically for nail design and clean up.
. Top Bag Classics – From cosmetic to evening, the company is designing a range of bags that combine superior form and function with fashionable finishes. Expect to see unique bag offerings available mid-year.
“Our new product lines are natural extensions of our already successful lines,” said Telwar. “With the expansion, we are able to showcase our design capabilities to create products with better form and function, developed with more thought and collaboration.”
Fashion District Office Now Open, Plans to Foster Collaborative Design
Anisa International enters the Big Apple with an office and showroom at 530 Seventh Avenue. The refined art deco location will provide a venue where clients can collaborate with the Anisa team on perfect product pairing development, and can work in concert to develop their pipeline launches.
“We want this office to be a design incubator where industry professionals can come together and discuss what’s next, future consumer needs and what are the trends driving those desires,” Telwar said. “After more than 20 years in the beauty industry, it was finally time to stake our claim in New York.”
To guide design conversations and build a creative network in the New York office, Anisa International brought on team member Karim Fugel, vice president of bags and accessories. Fugel will specialize in driving the company’s portfolio of bags and accessories for both private label and upcoming branded sales.
To enhance brand equity across Anisa International’s entire portfolio of products, Telwar welcomed Jules Dykes to the team as the director of brand management. Dykes’ wealth of marketing and communications experience will ensure all new lines are rolled out with expert execution.
About Anisa International
Anisa International, Inc. is the beauty industry’s leading global cosmetic brush and accessory design and manufacturing company. Founded in 1992, Anisa is committed to providing its clients with innovative product design, socially responsible manufacturing, expert education, and marketing support to ensure creation of the best cosmetic brushes and beauty accessories on the market today. The international company employs more than 600 people at its corporate and creative headquarters in Atlanta, Ga., manufacturing facility in Tianjin, China and sales and marketing offices across the United States, United Kingdom and China. The company has appeared three times on Inc. Magazine’s Top 5,000 Fastest Growing Companies in America list, in 2009, 2012 and 2013. Information about Anisa International, Inc. is available at www.anisa.com.
