Consumer Survey: 60% of Shoppers Will Pay More for Brushes with Long-Lasting Bristles

Ever bought a makeup brush that started shedding bristles after just a few uses? You’re not alone. For years, consumers have grappled with the frustration of investing in tools that fail to stand the test of time—until now. A recent global consumer survey has shed light on a clear trend: 60% of makeup shoppers are willing to pay a premium for one key feature: long-lasting bristles.

Conducted by Beauty Industry Insights, the survey polled 2,300+ regular makeup users across the U.S., Europe, and Asia, aged 18–45. When asked to rank priorities in makeup brushes, “bristle longevity” topped the list, beating out “softness” (52%) and “price” (48%). Notably, 72% of respondents who had purchased low-cost brushes in the past reported replacing them within 6 months, citing “bristle fraying” and “shape loss” as primary reasons.

Why Durability Drives Spending

The shift toward long-lasting bristles stems from three key factors: cost-effectiveness, performance, and sustainability.

1. Cost-Effectiveness: The Long-Term Savings

For many consumers, it’s simple math. A $20 brush that needs replacing twice a year costs more long-term than a $40 brush that lasts 3+ years. “I used to buy cheap brushes, but I was throwing money away,” says Sarah, a 28-year-old makeup enthusiast from London, in the survey. “Now I look for brands that guarantee bristle resilience—I’ll pay extra to avoid the hassle.”

2. Performance: Consistency in Every Stroke

Beyond cost, durable bristles maintain their shape and texture, ensuring consistent makeup application. A brush with frayed or bent bristles can streak foundation or fail to blend eyeshadow, ruining the desired look. Professional makeup artist Mia Chen notes, “Clients notice when a brush feels ‘worn out’—it affects the final result. Durable bristles mean I can rely on my tools session after session.”

3. Sustainability: Aligning with Eco-Conscious Values

With 68% of Gen Z and millennial respondents citing “reducing waste” as a shopping priority, durable brushes fit eco-friendly lifestyles. Frequent replacements contribute to landfill waste, while long-lasting tools minimize environmental impact. “I want my beauty routine to be kind to the planet,” explains 24-year-old Aisha from Toronto. “A brush that lasts years is better than buying new ones every few months.”

Industry Response: Engineering for Longevity

To meet this demand, brands are innovating bristle materials and manufacturing. Traditional natural hairs often lack resilience, but advanced synthetics—like nylon-6 and PBT (polybutylene terephthalate)—offer superior durability. These fibers undergo heat-setting and tip-rounding processes to enhance flexibility and prevent breakage.

“The difference lies in the fiber’s tensile strength,” says Dr. Lin Tao, a materials scientist specializing in cosmetic tools. “High-quality synthetics can withstand 5,000+ strokes without fraying, compared to 2,000 for standard nylon.”

The Future of Makeup Brushes

As consumers prioritize value over price, “long-lasting bristles” are no longer a niche feature—they’re a market necessity. Brands that invest in premium materials and transparent quality testing will win loyalty. For shoppers, the message is clear: when it comes to makeup brushes, durability pays off—literally and figuratively.