Luxury: the hairbrush comes out of the cupboards

The hairbrush has long remained a non-issue: too utilitarian to be considered a beauty accessory, too banal to be promoted. Now, all we're talking about is it: its virtues, the pitfalls to avoid, the routines to follow, and its ever-increasing price.

Until recently, the Rolls Royce of brushes seemed unbeatable: the Mason Pearson, with its acetate handle, rubber air cushion, and boar and nylon bristles, made in England for over 130 years. In December 2021, a 100% French model, developed between the Jura and the Oise Valley, came along to disrupt this picture. La Bonne Brosse, founded by Pauline Laurent and Flore des Robert, has established itself in the cosmetics sector where no one expected it. "It's almost counterintuitive in the industry to market a product that you could keep for years, or even your whole life, when the big brands release a new fragrance every three months. No one believed it; we were even told, 'You're going to make a mistake ,'" recalls Flore des Robert.

La Bonne Brosse plays the educational card, deploys a colorful aesthetic and aims to be particularly effective, which has resulted in massive word of mouth. Last year, 100,000 brushes were sold. At 142 euros for the large model, their adventure has cast a magnifying glass on everything that is now called scalp care. The market for brushes is said to be close to 4 million