In 2010 Siân Richards' London Brush Company launched a ground breaking product that could clean, condition and restore makeup brushes. It became an overnight success and an Industry standard. Goat Milk Brush Shampoo is an innovative product that Richards holds very close to her heart. 'For years I had cleaned my brushes with Brush Cleaner which is basically a concoction made from acetone, alcohol, oil, color, fragrance and water. The idea that I was soaking my beautiful natural hair brushes in these extreme chemicals seemed senseless to me combine that with taking chemicals in my makeup kit as I travelled the world on movies, my love affair with brush cleaner was definitely over.'
Richards wanted to create a product that was a one stop easy treatment for makeup brushes, and in producing it she researched many types of recipes before LBC arrived at their Goat Milk version. ‘We landed with Goat Milk because it is such a great emollient and very nourishing without leaving any residue.’ Richards went on to comment ‘We use premium grade ingredients too, who knew that essential oil had grades too.’ With the high demand her makeup clients put on her to produce top quality brushes, she just could not offer a sub standard brush cleaner.
So as the brush cleaned had a successful launch naturally copies do start to appear in the market, there are now a few copies of her original who jumped on her idea seeing profitability in this product. 'Yes, my original Goat Milk Brush Shampoo has indeed been copied and made cheaper, we tested out the new ones and they don't clean anywhere nearly as well as mine - because they don't have my recipe,’ Richards can smile with confidence. ‘I have also had hundreds of emails and messages from makeup artists and industry heads who have told me, they tried the cheaper options, but came back to our original because it did the job better and left no residue on the hair.'
When asked how she feels about others making a cheaper option, Richards says 'My brand has always been about using premium grade ingredients and yes they come at a price, but they do a much better job. I was dismayed that these copies came out to make a quick buck because it’s such a shame to downgrade a great product, what their customers don't realize is that because of the potency of my recipe, a little goes a very long way. So in trials, one of my brush shampoos lasted as long as two of the copies (ends up cheaper) and went onto clean deeper as well as conditioned better with no residue, one of them left an oily film on the hair that was rather alarming, but the original is still the best!'
This year has seen Richards again stay ahead of the flock and launch a VEGAN version to support her vegan collection of makeup brushes called nouVeau. It's a winner too... Pick up your London Brush Company original Goat Milk Brush Shampoo at Alcone Company 322 West 49th Street
(between 8th & 9th Avenues) New York City, New York 10019.