Rephr is a Toronto-based start-up that's on a mission to crowdsource the perfect set of beauty brushes by collecting feedback from professionals, artists and a wide range of people. Notably, the company's founders don't come from cosmetic backgrounds, which is precisely why they chose to venture into beauty, as their own personal experiences won't color the feedback received. To start, co-founder Dien Nguyen describes that "We asked a simple question: ‘what is something in the beauty industry that truly needs an upgrade in terms of quality? Resoundingly, the answer was makeup brushes.”
Currently, the brand is developing six prototypes based on the principles of open-source coding in technology design. By working with a group of dedicated product testers, Rephr is continually refining the design of its makeup brushes to achieve the perfect length, texture and ability to pick up product.