Makeup Brushes and Eyeshadow Insights
Kaidron Community Insights — Makeup Brushes & Eyeshadow
The tools behind the look — and the eyeshadows that make it worth reaching for them.
This week's survey covers two tightly connected parts of the makeup routine: the brushes this community relies on every day, and the eyeshadow products they're reaching for to fill them. Together, the data reveals a community that has invested seriously in its tools, has clear standards for how they should perform, and is highly engaged with eyeshadow as both a daily ritual and a creative outlet.
On the brush side, the findings are precise. Three-quarters use brushes daily, most own a substantial collection, and the majority — surprisingly — actually use most of what they own. The most pressing frustration is durability: bristle shedding leads all complaints by a wide margin, suggesting the category has a quality threshold that many products are failing to meet. Durability, not brand name or aesthetics, is what drives the purchase decision.
On the eyeshadow side, powder palettes dominate overwhelmingly, neutrals anchor colour choices, and excellent performance is the near-singular driver of repurchase. The discovery picture is equally striking: in-store browsing, Instagram, and beauty apps form a near-perfect three-way tie — a multi-channel community that can be reached through multiple touchpoints at once.
How They Use Their Collection
Daily use is the norm, collections are substantial, and — unlike the assumption that brushes go unused — the majority of this community actually reaches for most of what they own.
How many brushes they own
Brand loyalty — or lack of it
Brushes used per full routine
"Durability is the category's brief. Before brand, before price, before aesthetics — this community wants brushes that last."
Cleaning Habits, Frustrations & Brush Lifespan
Weekly cleaning is the community standard — gentle soap or shampoo is the go-to method — but bristle loss and shape degradation remain persistent pain points that no cleaning routine can fix.
How often they clean their brushes
Cleaning method of choice
Purchase Behaviour & Brand Preferences
Sets and individual brushes are bought in near-equal measure, and brand mixing is the overwhelming norm. Real Techniques leads by a clear margin in community mentions.
What influences their purchase
Individual or sets?
Natural vs synthetic preference
Brand mention bars show relative popularity — indexed to Real Techniques as the most-mentioned brand. Based on open-text responses counted individually. Approximate figures only.
How Often, What Format & Which Shades
Eyeshadow is firmly a regular habit — and the powder palette dominates format preference by a margin that leaves almost no room for debate. When it comes to colour, neutrals lead overwhelmingly.
Eyeshadow format used most
Most appealing colour shades
Finish preferences (select all that apply)
Palette Collections, Spend & Purchase Cadence
Collection sizes are substantial at both ends — many own over ten palettes — while spend clusters in the mid-premium range of £10–£50, with a meaningful audience prepared to go higher.
Palettes currently owned
Typical spend per palette
Preferred palette size
Most important when choosing
Discovery is happening everywhere at once — and performance is the only thing that converts it into a repurchase.
How They Discover & What Drives Repurchase
Discovery is genuinely multi-channel — in-store, Instagram, beauty apps and TikTok are all within five percentage points of each other. Performance determines whether any of it converts.
Where they discover new eyeshadow products
What drives them to repurchase
Want to reach an audience that actually acts on what they see?
This data belongs to a community of active beauty consumers — people who save, share, and recreate content daily. If you're a brand or creator looking to connect with them, let's talk.
Book a Call