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SONIA G Update

by Sonia G.

I have received several emails and comments with questions over the recent days, I thought it would be a good idea to group them here in a faq/update post.
It’s a miscellanous list of questions that I receive frequently, but the answers are somehow connected so it makes sense to answer them together.


Many people have asked me if my brushes (Sonia G) will increase in price in the future. To answer this question, I think it makes sense to talk about Fude price increases in general.

Ignoring currency or tax related changes, it is good to know that not only bristle price increases affect the overall price of your Fude.

Since I have been working with the artisans, I have noticed considerable price increases on the ferrules (the metal as well as the cost of the craftsmanship), on the handles (the wood and craftsmanship), the paints and lacquers. I also know that they have administrative fees, salaries, processes, or other fees that change with time and affect the labour cost. Shipping prices have also exploded over the past 2 years due to labour and capacity issues.

Today I am both a customer (I also buy other brands for myself!) and an OEM company.

As a customer, unless the brand tells us, it’s quite impossible to identify what has caused a price increase. Maybe some manufacturers increased prices at the same time, or it could be a provider they have in common, a resource which is becoming increasingly difficult to get hold of or even coincidence! Each Fude manufacturer is different so we cannot know for sure.

As an OEM company working with more than one provider, I receive some information when the manufacture price’s increases and can extrapolate some information, but I don’t have the full detail.

You haven’t seen any price increase on my brushes restocks, but that doesn’t mean my purchase prices haven’t increased – they have. A price increase will probably happen in the future, but I don’t yet know when this could be or how it will be applied.

Japanese make-up brushes are very expensive to make. One of my biggest surprises when I started working with the manufacturers was to see the production costs, especially when trying to make something different and custom (not off the shelf existing products). This often requires a more unique production technique and much more development and research. Ordering parts in small quantities is insanely expensive and not always feasible.

Which takes me to the next question:

“Will the Soft Brush Book / Double Decker Case be available again?”

I took note of the messages that I have received so far and I thank you so much for your interest and for using your precious time to send me a message.

I said that they were going to be permanent when they launched. However, the production cost and all the logistics behind these items are so insanely high that it makes these very challenging to bring back.
I am trying to, but several things need to be sorted out before this becomes possible, and today I still don’t know if it will. We don’t always have the control or flexibility we wish we had, and I really want these items to be made in Japan.

As mentioned above, larger order quantities make bringing this back into stock more realistic, so please leave me a message / comment below if you’re interested in seeing these in stock again.

“Will the Jumbo Bronzer be back in stock soon?”

Thank you so so much for your wonderful welcome and your interest in this Jumbo Bronzer brush!
The artisans that manufactured this brush are reading your reactions, they are so sincerely grateful for your appreciation for Fude. So am I of course! And we hope that you will love it!
As I mentioned in my previous post, I work a lot based on emotional connections, I want to feel that the artisans and all the people working on the brushes are truly happy to work and motivated to do their best and that they put all their love in what they are doing. Which is absolutely the case with this big brush.

I wanted to launch this brush now because making brushes with longer natural bristles is getting more and more difficult.

We had issues restocking 6 of the permanent brushes in the past, this happened very suddenly and we could not prepare or inform beforehand, so they were out of stock for a very long time. This Jumbo Bronzer has even longer bristles, so I cannot say what will happen in the future but I can confirm today that it is backordered and a restock production is currently ongoing.

“Where did the Fundamentals go?”

Fundamentals – Sculpt One

It’s a very good question… There is a change happening, the Face One moved to the PRO series (Buffer Pro), some are discontinued or redesigned to make a return in 2023. Some brushes won’t change, only the handle will. Unfortunatelly, I cannot share more details at this stage yet but I will share the reasons of this change once we get closer. There is a very good reason.

There are very frequent messages in my inbox about the Sculpt One! I can confirm that it is going to be back, just with a different handle and ferrule, and it’s breathtaking. I hope things move smoothly now and that we can soon see its transformation.

“Will you create a Fusion Eye set?”

I have been contacted many times with questions regarding a Fusion Eye set! First of all, thank you so much because it’s utterly rewarding to receive such requests and messages, it’s so exciting to share this love for fude with you all! I am always ready for a challenge but your support fuels my determination to deliver something extraordinary.

I remember very clearly that when I launched the Fusion Face set I mentioned that I tried to make smaller brushes with the same mix as the Fusion face brushes but it wasn’t working out, I was very sad but I kept working on this with the manufacturer. I am very happy to confirm that the Fusion Eye set is now in production.

It took a while, I started at the same time as the Fusion Face set! A long process but so worth it because those Fusion Eye brushes are everything I wished for and more.

I have also received a lot of interest with regards to the overall design process of a brush, how long does that take, how many prototypes, what is done with the artisan to bring a design from start to finish. I cannot share that process publicly since it changes depending on who I am working with, however, I will pick one or several brushes in the future and will share some statistics and this can hopefully give you an idea of the work behind a design, it is pretty huge.

“Will you launch something for Holiday?”

Yes, I am working on something and I cannot wait to share, it’s very special for so many reasons so let’s hope that all goes smoothly and that it makes it on time for the Holiday season end of 2022.

The upcoming releases are very exciting, it is going to be a bit more collector oriented in 2023 but still bringing very functional brushes that I believe still fill a gap in our collections!

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Robin 15 September, 2022 - 2:41 pm

To answer your question about the brush book and double decker… YES!!!! I would absolutely purchase this if it came back in stock!!

Élodie 27 May, 2023 - 3:23 pm

Hi! I would loveee the Soft Brush Book or any other case to be back

Augoelia 1 January, 2024 - 10:29 am

Would love the soft book brush back in stock I will buy

CM 15 September, 2022 - 3:18 pm

Ooooh I can’t wait to get all of these! I managed to snag the JB at 3am and will hopefully get to AU next week! So excited I even had a countdown in my phone so I won’t miss it! Sleeping is so overrated, lol!
Now that I am slowly traveling again, the Brush Book would be great to have, please bring it back… Also a brush holder to fit the fat JB would be awesome! Thanks again, Sonja for bringing us such wonderful fude that are not just pretty but very functional, too! x

Victoria Dzurinko 15 September, 2022 - 3:54 pm

Thank you for this wonderful update. I can’t wait to see what comes out in the coming months. Your brushes truly are unique in my collection. I love how functional and beautiful they are at the same time. And I greatly appreciate the education you provide!

Fleury 15 September, 2022 - 4:23 pm

Merci pour toutes ces questions/ réponses tellement intéressantes et enrichissante. Un fusion eye !!! Quelle merveilleuse nouvelle, hâte de le découvrir. Quant à ce jumbo bronzer il a le succès qu’il mérite… il est particulier, il est fabuleux. Des énormes bisous Madame Sonia.

Lexie 19 September, 2022 - 4:23 pm

Please restock the soft brush book and double decker

Kate 15 September, 2022 - 5:13 pm

Man! I have never missed a launch on any brush’s from Sonia G but launch was two days shy of payday this week and went to buy the new Jb this morning as soon as my money hit account and it was sold out so I’m super stoked you will restock again at some point . I love you Sonia g . You are an amazing creator . Thank you for all your hardwork

Tracy 15 September, 2022 - 7:29 pm

Thank you so much for all of the updates! There is a lot of interest for the brush book, double decker, I would love to purchase a back up of the brush book and gift a few of my friends a brush book or double decker. I hope that things work out so that they can be produced again!

Maria Davis 15 September, 2022 - 7:47 pm

I’m so glad that the Sculpt One is coming back with different a handle and ferrule. The Face One was THE brush that started my fude obsession! It made me realize that the tools really matter. I talked myself out of the jumbo bronzer but now i want it. Lol.

Denise 15 September, 2022 - 7:58 pm

Sonia,yes please share with us the timeline from imagining to design to prototype to final product!! Luv that part of the business. I appreciate when you create special collection pieces. I may not be able to purchase them, but they are beautiful and I know others get to enjoy them. The one brush I crave to see a return appearance from the thicker handles is Crease Two. I really like it’s blending function. It is soft but does its job perfectly for my old tired, crepey eyelids. Thank you, as always, for keep your audience informed. We are excited that you are excited!!! HUGS and KISSES….: D

Polished Hippy 15 September, 2022 - 9:44 pm

I so very much appreciate your informative posts and transparency about the processes of operating a small artisan-craft-based business. As far as price increases, I think everyone should understand it is inevitable, given how strong inflation is and that your brand has been here a while. However, I’ve always felt you have done an excellent job at providing the highest value in function and quality for the money, and that the prices were always very competitive with other fude brands. When I buy one of your brushes, I know it will work as described, and you are so good about also educating the consumer on how to use them and what to expect. Thank you and your business associates for all the hard work!

Rocio 15 September, 2022 - 9:50 pm

Sonia, literalmente amaría tener el soft brush book. No lo compre en su día porque pensé que sería permanente y me arrepiento un día si y otro también. Compre dos brush envelope que me encantan pero claro, son para guardar algunas brochas imprescindibles, no para recrearse. Ojalá algún día sea posible tenerlo en mis manos, aunque ahora tenemos una segunda dificultad porque beautlish ya no envía a Europa pedidos de más de 150€ (esto es un tema administrativo de beautlish y la empresa de transporte pero es un fastidio importante porque temo perder cualquier posible lanzamiento especial que hagas)…. Tengo la suerte de que mi hermano vive en Londres (así es como he podido comprar el nuevo keyaki set, aunque todavía sigue en tierras inglesas esperando venir de vacaciones a España)….como puedes comprobar, a pesar de las pequeñas “adversidades” hago lo posible por disfrutar de casi todas tus creaciones. Un beso enorme desde España!!!

Melissa 16 September, 2022 - 4:44 pm

So excited for the upcoming releases! They have all been so unique and magical! I would love the opportunity to purchase the organizer and the double decker!

Renata 17 September, 2022 - 5:16 pm

I’m already in line for the fusion eye series and the good big beginner proof cream bronzer brush you promised!!!

Karen 18 September, 2022 - 12:37 am

Hi Sonia, I hope you are able to source the goat hair used in the Hinoki set. It is exceptional! I also love the shape of the larger brush, pinched ferrule, thick hair, and shaped like a fat diamond with rounded top when viewed from the side. It is versatile and a pleasure to use. It is similar to the Yojiya cheek brush I purchased in Kyoto 8 years ago. I loved that brush but oddly enough, the squirrel hair started to break so I don’t use it anymore. It is the only brush I have which has done this. I have been looking for another brush with this shape and density and the Hinoki is the perfect replacement. I would say the Hinoki is even better with its silky bright white goat hair. Gorgeous! I normally would buy a second set but perhaps this time, I will wait to see what you launch later this year. I know they will be incredible and I can’t wait!

Karen 18 September, 2022 - 10:34 pm

LOL, I just found my Yojiya brush, apparently I had delegated it to dusting some delicate knick knacks in the living room. Yes, I do that to brushes I don’t think anyone would use, they get assigned to cleaning duty. Well, actually the Yojiya does not look at all like your Hinoki! I wonder why it reminded me of my sad Yojiya, wishful thinking?

Marina 18 September, 2022 - 6:26 pm

Hi Sonia. Thank you so much for this update. YES YES YES! Please bring back the Soft Brush Book but more important to me the Double Decker Case. Can’t wait to grab this one or even both next time they are available! Now that I am travelling again both for work and leisure, I desperately need the Double Decker Case in my life ❤️

Debra W. 3 October, 2022 - 10:26 am

Hi Sonia,
Upon their first launch I was very interested in the Portable Organiser & the Double Decker Case. To be honest, I would have probably bought the entire range, however I did not purchase as I decided that the black fabric was too masculine.I am sorry for the negative feedback.
I bought both of the Houndstooth organisers & love them. The custom woven lining in both is gorgeous & had your regular range of organisers been made using that fabric/print then I would have been sold.
I do hope you will bring these storage solutions back but maybe using a different fabric.

Carole Anne Ritchie 4 October, 2022 - 10:22 pm

I would also absolutely love a brush book. I’ve no idea what the double decker thought. I’ve heard of your brushes and have wanted them for the longest time. Im now waiting on my first delivery or pro and fusion brushes and cannot wait to try them!! Im also so excited for your future releases! Now I just need to decide what blue handled brushes I want as absolutely love that colour and the look of those divine handles!

Claudia 5 October, 2022 - 6:16 pm

Hi Sonia,
Would love to see the double decker back in stock. I would definitely purchase. In a perfect world you would brink back the crane brush holder. Have you ever thought of working on a brush cleaner w/no harsh chemicals?

Denise 6 October, 2022 - 7:27 pm

Hi Sonia

Jacqueline mentioned on YouTube yesterday Oct 5th that you have a new collection of brushes coming out. Is that for this year?

What type? Thank you.

Sonia G. 6 October, 2022 - 9:08 pm

Hi Denise,

There is something coming out next week, the Fusion eye brushes. There is a post now on my blog so you can have a look if you are interested!
Thank you for your interest! and a big thank you to Jacqueline 🙂

Cathy 8 October, 2022 - 5:22 pm

Will you launch vegan brushes? I know the performance would suffer, but I would love this alternative in your line. I keep buying “almost there” synthetic brushes from luxury brands and often check if you hint at something 🙂

Sonia G. 9 October, 2022 - 11:46 am

Hi Cathy, yes definitely, it has been in progress for a long time but I am looking for something specific and it takes a bit long to exactly find it and then work with it. With Japan we don’t have the freedom and choice as other bigger countries have, also the costs in Japan are so much higher but this is really in my top priorities, just didn’t manage to get there yet but hopefully I will.
Thank you for asking me, I appreciate it, it gives me even more motivation!
I send you lots of love!

Isabel 8 October, 2022 - 7:03 pm

I definitely would like another travel brush holder! abs the double case. I missed out.
Cannot wait for your next brushes! I have every one of your brushes and some in duplicate! Thank you for bringing us such thoughtful designs and functionality.

Sonia G. 9 October, 2022 - 11:52 am

Hi Isabel, Thank you so much! We are working on it and checking how we can make it work!
I sincerely appreciate your message, it means a lot!! Sending you the biggest hug! <3

Samantha 10 October, 2022 - 4:36 am

I would be very interested in purchasing the soft brush case or the double decker if they came back in stock! I recently upgraded my brushes with a number of yours, and I would love to make sure that they are well protected when I travel. I tried looking for some other travel cases, but yours looked the best. I loved the thought you put into their functionality.

Farhana 19 January, 2023 - 1:51 am

Please bring back the Soft Brush Book. I will snap it up in a heartbeat. So practical and thoughtfully made!

Cecelia 17 February, 2023 - 8:59 pm

Please restock the soft brush book and double decker. I will definitely buy them if they become available again 🙂

Cecelia 17 February, 2023 - 9:23 pm

And waiting patiently for the new Sculpt One to be revealed 🙂 🙂


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