Beauty Accessories: a sector that is anything but “accessory”!

Anisa Telwar Kaicker founded Anisa International in 1992 with one ambition: to redefine the beauty accessories sector. At the time, brushes were considered a secondary sector. She believed, on the contrary, that they should be considered essential artistic tools designed in an innovative and responsible manner. In 2003, three important milestones were reached with the opening of her own manufacturing plant in China, the use of synthetic fibers well before they became the industry standard, and the granting of several patents. More recently, Anisa Telwar Kaicker created Anisa Beauty, her direct-to-consumer brand, which brings her closer to the end user. This entrepreneur has a single goal: “to improve the beauty experience.” She explains...

Where does Anisa stand today among the leading brush manufacturers? Why do people choose Anisa? What are your main strengths?

Anisa Telwar Kaicker: We are now clearly a global leader in brush design and manufacturing. And the world’s most influential beauty brands trust us. Our commitment to innovation, integrity, and rigor is recognized. We don’t just manufacture brushes: we develop patented designs and sustainable fibers that improve the performance of our products. Customers choose us for our turnkey solutions, our creativity that drives sales, and our understanding of brand strategy and end-user needs. Our strengths lie not only in my desire for vertical integration, but also in our commitment to sustainable development and our undisputed creative leadership.

You are a creator, designer, manufacturer, and distributor of your products. You therefore control the entire chain.

Anisa Telwar Kaicker: Owning the entire supply chain allows us to guarantee exceptional quality, innovation, and control at every stage from design to final delivery. We can make decisions quickly, adapt to market changes, and adhere to ethical manufacturing practices without compromise. It also allows us to be reliable partners. Thanks to this total control of the chain, we can adapt very precisely to the needs of each brand we work with.

What share of your revenue comes from the United States, and what share is exported, and to which countries?

Anisa Telwar Kaicker: The United States remains our main market, accounting for 60% of our revenue. But our global presence is growing significantly. The remaining 40% of our business is generated with strong partners in Europe, Asia, the Middle East, and Latin America. We are particularly focused on markets such as South Korea, France, and the United Kingdom, where demand for beauty accessories is accelerating.

You are participating in Make Up in Paris this year. What are your ambitions for Europe, and more specifically for France?

Anisa Telwar Kaicker: We have participated in Make Up in Paris in the past. Our presence this year is a clear sign of our renewed interest in the European market. France remains the epicenter of beauty and is a priority for us. Our ambition is clearly to strengthen our partnerships with European brands that prioritize innovation, sustainability, and original design. We are convinced that European consumers are looking for greater transparency, responsibility, and creativity.

Given the somewhat chaotic evolution of international trade, what is your room for maneuver?

Anisa Telwar Kaicker: Owning our own manufacturing facility gives us a level of agility and stability that many companies don’t have. We are constantly investing in automation, compliance, and resilience in our supply chain. Whether it’s managing customs duties, sustainability regulations, or changing consumer expectations, we have the infrastructure and knowledge to adapt and evolve quickly. We are also exploring all opportunities for offshoring and diversifying our raw materials to reduce risk and increase flexibility. For us, international trade is not an obstacle. On the contrary, it is an opportunity to consolidate our position as a global leader.