Rethinking The Makeup Brush: How Brooke Hegedus Built Kleanr Cosmetics

In an exclusive interview with CanadianSME Small Business Magazine, Brooke Hegedus, Founder of Kleanr Cosmetics, shares how an everyday frustration inspired her machine-washable makeup brush system, and how collaboration, thoughtful design, and marketing expertise helped bring her idea to life.

Brooke Hegedus is the founder of Kleanr Cosmetics, a Toronto-based beauty company focused on developing innovative products that make everyday beauty routines more efficient, hygienic, and convenient.

With a professional background in marketing and brand development, Brooke founded Kleanr after identifying an opportunity to rethink the traditional process of cleaning makeup brushes.

How did a frustrating makeup-brush cleaning routine inspire you to create Kleanr Cosmetics?

The idea for Kleanr Cosmetics came to me in January 2024, while I was standing over my bathroom sink preparing to wash my makeup brushes after putting it off for weeks.

As any beauty lover knows, cleaning your brushes is one of the least enjoyable parts of wearing makeup. It's tedious and messy, but neglecting it allows product residue and bacteria to accumulate, potentially affecting skin health and makeup application.

I remember thinking, "Why can't I just throw these in the washing machine?"

The answer seemed obvious: traditional makeup brushes aren't designed to withstand machine washing and would likely fall apart. But that led me to another question: "Why hasn't anyone designed brushes that could?"

I started researching existing solutions and found soaps, scrubbing mats, and other tools designed to assist with handwashing, but nothing that eliminated the chore itself. That everyday frustration became an opportunity to rethink how makeup brushes are designed and maintained.

What began as a question at my bathroom sink eventually became our Brush Kleaning System™, designed for everyday makeup users who value convenience and professional artists looking for a more efficient way to maintain their tools. I created Kleanr for myself and for them.

What makes the Brush Kleaning System™ different, and how did you test its cleaning performance and durability?

What makes the Brush Kleaning System™ different is that we've reimagined nearly every aspect of a traditional makeup brush. We've taken a beauty tool that people have known and loved for decades and fundamentally changed how it's designed, used, and maintained. From the convenience of machine washing to the sustainability benefits of replaceable brush heads, we're challenging what consumers should expect from an everyday beauty tool.

Throughout prototyping, we explored and tested countless materials for the handles, ferrules, bristles, and adhesives. The brushes needed to feel comfortable in the hand, perform beautifully during makeup application, and most importantly, be durable enough to withstand repeated machine washing.

Our manufacturing partners and I have tested the final product for over a year, through thousands of makeup applications and repeated machine wash cycles. Throughout this testing, we've observed no meaningful changes to the brushes' construction, composition, or performance.

This extensive testing has given me tremendous confidence in the durability and longevity of our products. We didn't want to compromise the makeup application experience to make cleaning more convenient. We wanted to improve both.

With no engineering or manufacturing experience, how did you find the right partners to turn your idea into a finished product?

Developing an entirely new product was daunting when I had no engineering or manufacturing experience. People have joked, "Did you just start Googling?" And honestly, yes!

I began by researching and interviewing around six product development firms and independent contractors. I chose Spark Innovations because of their experience, previous work, and comprehensive services. It was one of the best decisions I made. Their talented team brought ideas and solutions I never could have developed alone.

Just as valuable were the manufacturing connections they introduced me to. Through a Texas-based broker with a team on the ground in China, I found people who could source and vet factories, coordinate bids, prototypes and testing, manage orders, and facilitate communication. Having trustworthy partners to guide those unfamiliar processes was invaluable.

Even now, I regularly encounter situations I have no idea how to handle. Entrepreneurship means wearing dozens of hats and learning about everything from manufacturing and packaging compliance to freight and website design. My approach has always been to show up, ask questions, and figure things out as I go. Nobody starts out knowing everything. You build confidence and capability through experience.

How has your marketing and branding background shaped the way you introduce a new beauty routine to customers?

My background in marketing and branding has been incredibly valuable throughout the process of building and introducing Kleanr. Through my professional experience, I've developed a strong understanding of consumer behaviour, what captures people's attention, how they prefer to be communicated with, and the importance of creating a seamless purchasing experience. Above all, I've learned that consumers want to understand the true value of what they're purchasing.

It also helps that I'm part of my own target demographic! As someone who loves beauty and makeup, I had a clear understanding of what I wanted from these products and what would appeal to other consumers like me.

From the beginning, I had a strong vision for Kleanr's identity and how our packaging, website, photography, and overall aesthetic could communicate the concept before someone even read about it.

However, having a vision and bringing it to life are two very different things. Working with talented creative professionals who understood what I was trying to achieve was essential in translating my ideas into a cohesive brand experience.

As a woman building a beauty startup, what has this journey taught you, and what advice would you give other aspiring founders?

This journey has taught me more about problem solving, patience, and collaboration than I ever could have anticipated.

Building a business around an original product concept means constantly navigating unfamiliar situations, making decisions without always having the answers, and learning to become comfortable with uncertainty.

One of the biggest lessons I've learned is the importance of surrounding yourself with the right people. I've been fortunate to work with incredibly talented professionals who brought expertise and perspectives that I didn't have myself. That collaboration has been fundamental to bringing Kleanr to life.

My advice to other aspiring founders would be to take their ideas and run with them, even if they don't know exactly how to execute them yet. You don't need to have every step figured out before you begin.

Do your research, ask questions, connect with people who have experience in areas you don't, and remain open to learning along the way.

I also think it's important to remember that progress rarely happens in a straight line, or as quickly as you'd hoped. Challenges and setbacks are inevitable, but they often present some of the greatest opportunities for improvement that you might never have considered otherwise.

Disclaimer: The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.