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Artis, the Latin word for "skill, method, technique," recognized that the entire category of beauty tools was based on an "artist-applies-to-the-canvas" premise—someone applying product on someone/something else. Artis brought a disruptive perspective to the process of makeup self-application: to design and create a new category of beauty tools which enable a more intuitive, beautiful, and ergonomic experience. Artis designs products that are both beautiful to handle and functionally superior to use. The innovative makeup application tools deliver gentle control and efficient flawless application for a beauty experience that offers users both strength and softness.