blendSMART uses patented rotating technology to provide a simple and effective solution for achieving flawless makeup results. Their interchangeable brushes spin at high speeds to mimic the rapid wrist motion of professional makeup artists, eliminating lines and streaks. Compared to traditional brushes, fingers, and sponges, blendSMART's rotating makeup brush offers smoother and more natural foundation coverage. The company was founded in 2013 and their innovative products are available at Sephora.