THE IDR SIGNATURE BRUSH

MAKEUP SHOULD BE EASIER.

A shorter, ergonomic makeup brush designed to bring your hand closer to the brush head — giving you more comfort, more control and a brush you'll actually want to leave on your vanity.

RESERVE THE FIRST DROP — £5

Fully refundable • Applied to your purchase at launch

CURRENTLY IN PROTOTYPE DEVELOPMENT

IDR Teddy Brush

THE PROBLEM

WHY ARE MAKEUP BRUSHES STILL BUILT LIKE PAINTBRUSHES?

Traditional makeup brushes often use long, narrow handles designed around a familiar brush shape — not necessarily around how makeup is actually applied.

For complexion products, your hand doesn’t need to sit miles away from the brush head. Bringing the grip closer can make blending feel more direct, controlled and comfortable.

SO WE DESIGNED THE HANDLE AROUND THE HAND.

THE IDR STORY

WE DIDN'T GET IT RIGHT FIRST TIME.

IDR started with a simple question: how can applying makeup be easier?

Our first answer was the Teddy Brush — short, playful and designed to bring the hand closer to the brush head.

But once we started prototyping it, we realised something important: being different wasn't enough. It had to feel genuinely better to use.

Early IDR Teddy Brush concept EARLY CONCEPT

TEDDY BRUSH

The idea that started IDR.

Shorter, playful and designed to bring the hand closer to the brush head.

→
Current IDR Signature Brush prototype direction CURRENT DIRECTION

SIGNATURE BRUSH

The idea, refined.

A smooth sculpted handle built around comfort, control and how the brush actually feels in your hand.

THE TURNING POINT

SO WE STARTED AGAIN.

We stripped the idea back to the part that mattered most: the grip.

The new IDR Signature Brush uses a smooth, sculpted handle designed to sit naturally in the hand, with a shorter overall form that keeps you closer to the application.

No novelty shape forcing the ergonomics.

THE ERGONOMICS NOW SHAPE THE DESIGN.

THE IDR PROCESS

FROM CUTE IDEA TO BETTER TOOL.

And we're still prototyping it in public — testing the shape, the fit and the way the brush should eventually be built.

MEET THE SIGNATURE BRUSH

THE IDR SIGNATURE BRUSH

DESIGNED AROUND YOUR HAND.

A shorter, sculpted complexion brush created to give you closer control, a more comfortable grip and a design worthy of staying out on your vanity.

IDR Signature Brush
01

CLOSER CONTROL

The shorter format brings your hand closer to the brush head, helping application feel more direct and controlled.

02

SCULPTED FOR COMFORT

A slim hourglass grip gives your fingers somewhere natural to settle instead of relying on a long, narrow traditional handle.

03

MADE FOR YOUR VANITY

The flat base allows the Signature Brush to stand upright, keeping it easy to reach while turning the brush itself into part of your setup.

CURRENTLY IN PROTOTYPE DEVELOPMENT

We're testing the final grip, proportions and construction before committing to production.
RESERVE THE FIRST DROP — £5

Fully refundable • £5 applied to your brush at launch

IN DEVELOPMENT

KEEP THE HANDLE.
CHANGE THE HEAD.

We're developing the Signature Brush around a simple idea: the part you hold shouldn't necessarily be the part you replace.

IDR Signature Brush replaceable head concept
PROTOTYPE CONCEPT
01

TWIST

The current prototype uses a wide threaded connection built directly into the handle.

02

REMOVE

The ferrule and brush head are being developed as one removable unit rather than permanently fixing the entire brush together.

03

REPLACE

Our aim is to let you keep the Signature handle and replace the working brush head when needed.

WHY WE'RE NOT CALLING THIS FINISHED YET

We're currently testing the thread strength, fit and durability before deciding whether this system makes the final production brush.

THE GOAL

LESS THROWAWAY.
MORE KEEP.

WHAT'S NEXT

GLIDE MIST.

Why are we using setting spray to solve a brush problem?

Glide Mist is an early IDR concept exploring whether the brush itself could be conditioned before application — helping product move through the fibres more smoothly.

CONCEPT STAGE — NOT YET IN DEVELOPMENT
IDR Glide Mist concept

FOUNDING DROP

BE ONE OF THE FIRST.

The IDR Signature Brush is still being prototyped. We're opening a small number of £5 reservations before committing to full production.

£5.00 FOUNDING RESERVATION
01

RESERVE YOUR PLACE

Put down £5 to join the first IDR Signature Brush drop.

02

FOLLOW THE BUILD

We'll keep you updated as we refine the prototype, test the final brush and move towards manufacturing.

03

YOUR £5 COMES OFF THE BRUSH

If you decide to buy at launch, your reservation is applied towards the price of your Signature Brush.

FIRST DROP IDR Signature Brush

IDR SIGNATURE BRUSH

Founding Drop Reservation

Secure your place in the first IDR Signature Brush release.

  • ✓ £5 applied to your brush at launch
  • ✓ Fully refundable reservation
  • ✓ Founding Drop priority
  • ✓ Prototype and launch updates

This is a reservation for a product currently in development, not the purchase of the finished Signature Brush.

WHY RESERVATIONS?

WE'D RATHER PROVE PEOPLE WANT IT BEFORE MAKING THOUSANDS.

Your reservation helps us understand whether the Signature Brush deserves to go from prototype to production. We're building IDR in public instead of pretending the finished product already exists.

PLEASE NOTE: The Signature Brush is currently in prototype development. Final specifications, launch timing and retail price may change. A reservation does not guarantee a specific launch date.

QUESTIONS

BEFORE YOU RESERVE.

The Signature Brush is still in development. Here's exactly what reserving means.

Is the Signature Brush finished?

Not yet. The IDR Signature Brush is currently in prototype development. We're testing the grip, proportions and construction before committing to production.

What does the £5 reservation mean?

Your £5 reserves your place in the first IDR Signature Brush drop. If you choose to purchase the brush at launch, the £5 will be applied towards your purchase.

Is the £5 refundable?

Yes. The Founding Drop reservation is fully refundable. If you decide you no longer want to wait for the Signature Brush, you can request your reservation payment back.

When will the Signature Brush launch?

There is no confirmed launch date yet. We're validating demand and refining the physical prototype before moving into manufacturing.

How much will the finished brush cost?

The final retail price hasn't been confirmed yet. We're still working through manufacturing, materials and production costs. Your £5 reservation will be applied towards the final purchase price if you choose to buy.

Does reserving guarantee I have to buy the brush?

No. A reservation gives you priority for the Founding Drop, but you are not committing to purchasing the finished brush.

Will the brush definitely have a replaceable head?

We're currently prototyping and testing the removable-head system. It is part of the current development direction, but we won't promise it as a final feature until we're satisfied with its strength, fit and durability.

Still have a question?

CONTACT IDR