Sonia G. The Lotus Brush Set Launches July 14th

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Sonia G. The Lotus Brush Set Launches July 14th
Sonia G. The Lotus Brush Set Launches July 14th
Sonia G. The Lotus Brush Set Launches July 14th
Sonia G. The Lotus Brush Set Launches July 14th
Sonia G. The Lotus Brush Set Launches July 14th
Sonia G. The Lotus Brush Set Launches July 14th
Sonia G. The Lotus Brush Set Launches July 14th
Sonia G. The Lotus Brush Set Launches July 14th
Sonia G. The Lotus Brush Set Launches July 14th

Release Date + About the Launch

“The strength and courage required in these times -and the wishful thoughts of a strong powerful rebirth- triggered the theme for these handles, the lotus flower. I was also wondering how these changes around us would affect our relationship with make-up, how our make-up routines would evolve, what trends would be around, or if we would still enjoy wearing any make-up at all!

I think that most of us will always enjoy make-up, whether it is a one-shadow look, or a more detailed and bold, or even an editorial type of look, because maybe we will be even more eager to play and create! I wanted this set to allow us to do exactly that: stay simple or go bold. The brushes in this set deliver a fun experience whatever your intentions!

We need to keep creating and enjoying make-up if that makes us happy- it’s an uplifting and precious moment that I am looking forward to every day and I hope you do too!

This set is for those who love something special and different, but very functional. If you don’t have any brushes from my collection, it’s a very relevant set to start with as it has amazing elevated basics!” — Sonia G.

July 14th, 10AM

Products in the Launch

The Lotus Brush Set, $215.00 (Limited Edition)

Note: Lotus Worker is a special edition of the Worker Two and Lotus Builder is similar to Builder Three but has undyed bristles in the Lotus set.

  • Lotus Worker (Eyeshadow, Concealer) Made from saikoho goat
  • Lotus Base (Foundation/Sculpting) Made from sokoho goat, PBT and PTT synthetic bristles
  • Lotus Detail (Cheek Color) Made from brown dyed and undyed saikoho goat
  • Lotus Soft Definer (Eyeshadow) Made from dyed saikoho goat
  • Lotus Cheek (Cheek Color) Made from saikoho goat
  • Lotus Builder (Eyeshadow) Made from saikoho goat

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19 Comments

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Am I the only one who finds it offensive that there’s a clear message tying these brushes (and their purchase, at over $200 US) to the Pandemic and its losses and struggles? I might feel differently (though I doubt it) if a portion of the sales went to support people struggling because of job loss, housing loss or health issues stemming from the Covid crisis but in light of what people have lost, it offends me to have a luxury item like this given the veneer of “The strength and courage required in these times -and the wishful thoughts of a strong powerful rebirth”.

Here is the full context (for reference):

Hopefully, we may soon be able to enjoy and celebrate together a kind of new beginning after this pandemic!

The strength and courage required in these times -and the wishful thoughts of a strong powerful rebirth- triggered the theme for these handles, the lotus flower.

I was also wondering how these changes around us would affect our relationship with make-up, how our make-up routines would evolve, what trends would be around, or if we would still enjoy wearing any make-up at all!

I think that most of us will always enjoy make-up, whether it is a one-shadow look, or a more detailed and bold, or even an editorial type of look, because maybe we will be even more eager to play and create! I wanted this set to allow us to do exactly that: stay simple or go bold. The brushes in this set deliver a fun experience whatever your intentions!

We need to keep creating and enjoying make-up if that makes us happy- it’s an uplifting and precious moment that I am looking forward to every day and I hope you do too!

I’ve never bought from Sonia G and marketing generally slides off me like water on a duck, but I am sort of neutral about this. I do think that brands often (and always have during adverse times) appeal to the entrepreneurial, can-do spirit in a way that feels contrived, but I don’t really care if they acknowledge the pandemic or its effect on the process of development. Does it come across a little hokey? Sure, but it’s not egregious and it’s a transparent enough marketing tactic that it doesn’t bother me the way something insidiously worded to emotionally manipulate would. It’s brands like Chantecaille that I think benefit more from manipulating their audience.

I agree with you, Mariella. I also found the whole pandemic musings totally tone-deaf. The set is very pretty, but we’re still in the midst of a deadly pandemic that has undermined health, food, work, and shelter security for large swaths of the world’s population and so I find promoting a set of brushes by invoking the crisis to be crass and insensitive towards all those who are suffering.

Sad to say, Sonia G seems to be all about marketing. She’s been creating set after expensive set of brushes, flooding You Tubers with free sets to stir up interest (which all their hyperbole definitely does), and then limiting quantities of individual brushes so as to create FOMO. If you only want one or two of the more versatile/popular brushes, they’re usually listed as “sold out” so to get them, you have to purchase a large set which undoubtedly has brushes you don’t need or want.

I used to read her blog years ago and did, indeed, learn a lot about top quality Japanese brushes. Consequently, I was thrilled when I first learned she was putting her expertise into her own line, but my enthusiasm faded when it became increasingly apparent that she preferred to sell expensive sets of brushes. Since I know what kinds of brushes suit my needs, I’ll stick with Hakuhodo and Chikuhodo individual brushes. They’re actually better brushes and I can buy anything I want at any time without having to purchase an entire set. And, without reading some ad commentary about the pandemic!

I also dislike how the Sonia G (and Rephr) sets and their FOMO marketing work. I buy my paintbrushes with respect to my intentions for their individual use, and prefer to do the same for makeup—although I don’t actually own any natural hair brushes that aren’t for watercolors, lol.

I’ve been buying Rephr brushes since their initial Kickstarter campaign and haven’t experienced induced scarcity/FOMO marketing. It’s different when it comes to small indie brands that don’t have outside investors, like Rephr, as they can’t afford the upfront costs to have a ton of items manufactured. Products did sell out very quickly when they first launched in 2019, then the pandemic happened but over the last 6 months or so, their site has typically been stocked. Now, if anything sells out, it’s usually restocked quickly as opposed to when they first opened and could only have products made when a certain number of orders were placed. Also, Rephr gives coupons with huge discounts, 40-50% off just for reviewing your previous purchases as well as selling items in their Concept Store, where newly released products are, at a significant 40% discount. The reason Rephr has gotten so much hype is because they solicited the public for reviews and made changes to products based on them.
That said, big brands have been known to use induced scarcity when launching new products; Too Faced has done it multiple times and brands like ABH, Morphe and Natasha Denona have been rumored to do the same. It’s deceptive marketing and it teaches consumers not to trust anything the brand says.

Rephr was literally started by finance professionals with no background in beauty using a silicon valley model of funding. They are not the type of independently funded beauty business that most of us know in the beauty world. And yes, Rephr has purposely discontinued their most popular brushes and done limited to create fomo that urges people to buy sets and new releases so that they don’t miss out. They don’t get any bonus points for being better than other businesses. I am a huge natural hair brush brand but I can’t bring myself to buy anything from them because I’d rather just pick up my brushes from permanent lines by Japanese and Chinese companies that don’t do this.

You are not alone in feeling this advertising is a bit offensive, Mariella. Invoking COVID may seem touchy-feely happy to the marketing team, but it reminds me of the absolutely wretched conditions in other nations–fields of corpses and collapsing infrastructure are not cute, Sonia G..

It’s comforting to know I’m not alone in my reaction to this. Certainly I and most of us will continue to wear and enjoy makeup. But trying to piggyback sales and success onto an event that has caused so much suffering and loss – well, as I say, I’m comforted to know others also find this to be in questionable taste, at best.

I love natural hair brushes and have a large collection of them but the few I have from Sonia G are just not my favorites. I find them to be stiffer and have less give than my brushes from Wayne Goss, Hakohudo and, my current love, Rephr, which keeps me from buying any more from her line.

Preach. I find the eye brushes virtually impossible, and too stiff for aging eyes. The face brushes are easier. I have but a couple of each, but… Yes, this is offensive. It’s easy to write this SG, BUT NOT THE OTHER SG off.

I love the pink handles, but I don’t think I need this many brushes in one fell swoop… not to mention I wouldn’t know what to do with some of them.

Wow! I love Sonia G brushes! What’s not to like? Great design, fairly priced and a joy to use. And no I am just a consumer! These brushes look gorgeous! I can’t wait to purchase them. And no her message is not off-putting to me! I respectfully, disagree.

woowee never once thought about a negative ideal for her choice of uplifting us… most people have been bummed being at home and not going anywhere, not doing their makeup. its loving that she even mentioned trying to remain strong. some women buy luxury items to make them feel good. chances are if youre experiencing financial woes due to the pandemic, you most likely were not buying expensive artisan brushes before, and definitely shouldn’t be now. do what makes you feel good and stop spreading negativity. if it doesn’t sit well it’s easy to move on and not purchase/comment. it saddens me to think sonia would read these comments and see how sour people are reacting. even the artists that she hires and works closely with to create these products would probably be saddened. granted most people have a positive outlook on life and wouldnt allow a few opinions to upset them. she wants her brushes to have consistency and be of high quality. in this amazon-and-big-box-store day and age it’s hard to imagine a item not at your beck&call and disposal. i think the set is wonderful and have enjoyed each brush i’ve gotten. sonia has a huuge blog detailing all her brushes and exactly how they work and move. research before you buy and you will not be sorry at your decision! xo

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