MAC Cosmetics is known for thinking outside the box and has developed a vast array of innovative products and packaging over the years. In a project several years in the making, the forward-thinking brand is about to release what may be one of its most noted launches yet: a category-shaking collection of custom designed brushes.

Beauty Packaging’s editor Jamie Matusow recently sat down with Nick Gavrelis, vice president global product development for M·A·C Face and PRO, to learn about the new brushes and what they will mean for the brand—and the industry.