Lilumia Make Up Brush Cleaner

Lilumia Brush Cleaner
Lilumia Brush Cleaner

Think dishwasher – for your make up brushes. The Lilumia Brush Cleaner uses water and a cleanser to run your brushes through all the cycles they need to become completely clean. It’s a pretty clever thing because it’s also got a dry cycle so in theory, your brushes will come out good as new. The downside is that it’s rather big, given that it only cleans six brushes at a time (thinking about make up artist’s kit here… they could easily use three times that in one busy day), and it’s currently not available in the UK (US $149). I am almost certain that this will be copied in some way – and there will be plenty of big brands wishing they’d thought of it so I hope that the Lilumia Brush Cleaner is patented up to its eyeballs.

I imagine that this device is aimed at professional make up artists as well as consumers, and obviously, nothing implies professional like a group of near naked girls, as seen on the Lilumia site.

Lilumia Brush Cleaner
Lilumia Brush Cleaner

I’m honestly pretty horrified that *this* is how it’s being marketed. I’m totally baffled to be honest! I can’t see how this is selling the product at all – if anything, it’s reducing it’s authority as a serious gadget. Any clues, anyone? Actually, yesterday I was approached by a non UK brand to discuss a body scrub – when I looked at their site, it was all about ‘babes’ (their word) and although there were a few plus size pictures, not really an even representation of ‘normal’ bodies in all varieties. Like the plus sizes looked token, not a natural fit. I’ve also refused to feature a fake tan brand for their horrendous Instagram feed which pictures the most emaciated women almost always in bikinis and under various ‘health’ hashtags. I get it that you want to see as much body as possible if it’s a body product, but there is a line, and that brand crossed it by promoting unhealthy and unattainable body sizes under the guise of a celebration of tanned limbs. They are completely banned from my site.

Similar to this

If you are able to purchase the Lilumia Brush Cleaner you might want to throw in the “Sexy CEO” plunge T-shirt that just sent feminism back to the dinosaurs.

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Jane Cunningham

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15 responses to “Lilumia Make Up Brush Cleaner”

  1. Caroline

    Pfft that would be comical if it wasn’t so gross. That image would actively discourage me from purchasing. smh.

    Reply
    1. Maria

      Totally agree

      Reply
  2. Charlie

    Honestly can’t see how this would ever take off? Anyone who has six brushes or less would be better and quicker to just do it by hand than spend a hundred quid on a tool to do it for them, a tool that is massive, and anyone with more than six brushes, like I have about thirty, would find this as laborious as just washing them, how long is a cycle? Seems a daft idea to me.

    As for the advertising, thats an absolute joke!

    Reply
  3. Jayne

    Leaves me cold, some sexist stuffed shirt who thinks he’s an advertising guru no doubt; the product, you can keep that in the US. I use my hand held steam cleaner to thoroughly clean all by brushes and I know then that they are good to go, it costs me very little to do and they dry in no time!

    Reply
  4. rebeccamcmahonmakeup

    What do you mean? I’m just home from a job and, of course, I’m washing my brushes in a full face of makeup with glamour waves and nothing on except a skimpy bikini. Standard.

    Reply
    1. Safiyah

      looool as you do right?! hahaha

      Reply
  5. Just My Look

    my god its like some kinda victorias secret bikini ad, so irrelevant!! the brush cleaner is an interesting idea though.

    http://www.justmylook.me

    Reply
  6. olivia

    What a weird advertisement! Does it mean young people have healthy eggs, therefore, clean brushes will aid in this? I just don’t get it!

    Reply
  7. N

    Does that brush washer company actually think that marketing will appeal to women and beauty professionals? I can imagine a company meeting with chauvinist men thinking that is a great idea, like a scenario with the sexist ad men from the show Mad Men set in the 1960’s. The marketing alone would keep me from buying this if I liked the idea, but I don’t. I have over thirty brushes I rotate and wash them after each use. I can’t imagine that contraption, which would take up most of my bathroom vanity space, doing as thorough and fast a job as I can do. You would have to set it up,change the water, clean it, etc. No thank you.

    Reply
  8. Minty

    Baffles me too… Just why????

    Reply
  9. anne marie lepretre

    Stupid ad for a new product, would totally turn me off. Anyway it is a gadget to clean brushes and there’s some plastic ‘babes’ in undies in the background, pathetic, really pathetic!

    Reply
  10. Julia

    I think the idea is good,however, the way they are marketing it totally puts me off from buying it. Sexist, dated,tasteless are just a few of the words which this ad brings to mind. Huge pr miss,

    Reply
  11. Fierra C

    Thank you for your comments and feedback. I apologize that this photo offended anyone and will be adjusting our marketing prior to release. We do not want to overshadow the Lilumia makeup brush cleaning device as a great product and would like to invite all potential customers to give it a try! The Lilumia releases August 7th and you will find out that our device actually cleans 11 brushes at a time! We are very excited about this! Our focus is to make the process of cleaning our dirty makeup brushes less of a chore for women who wear makeup. In order to fit all standard size brushes the space would be needed. This is a device to CLEAN your brushes so keep in mind that it does not need to be placed in your bathroom which could take up much needed counter space. The version for professional makeup artists is something we are working on and hope to release next year! Some may still find it helpful to wash 11 at a time without manually cleaning compared to cleaning only 1 at a time but we understand the constraints. We plan to expand internationally soon! (Utility and design patent has been filed)

    Reply
  12. Georgie

    I feel the same way, I think it’s absolutely revolting. They should have approached some well-known makeup artists and asked them to test it out and maybe pay them to be part of the advertising campaign… I LOVE the idea of the machine. I wish there was something like this for actual paintbrushes because even though it’s not really time consuming (half an hour altogether at most) I just cannot stand cleaning my brushes after painting etc… Not to mention the stench of white spirit which permeates the house!

    Reply
  13. Cy

    Terrible marketing. There is absolutely NO relation between the products and these half-naked ladies. Lilumia Marketing team, what were you thinking?? Actually, let me rephrase, WHO was doing the thinking?? Some old, bald, misogynistic bloke in a suit who believes the best way to sell a product, ANY product it seems, is to surround it with models in a bikini?? God you are so out of touch it’s almost funny….
    Hire some new blood, try to get some real make-up artists involved & start from scratch peeps, because even if your product is great, I’m not buying it on the sole basis of your horrible, terrible ad.

    Reply

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