INTRODUCING CHETKA: BECAUSE THE MAKEUP INDUSTRY DESERVES BETTER

February 02, 2026

PRESS RELEASE IMMEDIATE USE

INTRODUCING CHETKA: BECAUSE THE MAKEUP INDUSTRY DESERVES BETTER NEXT GENERATION TOOLS DESIGNED EXCLUSIVELY FOR PROFESSIONAL MAKE UP ARTISTS - PROVING THAT SINGLE-USE DOESN’T HAVE TO BE WASTEFUL

Making disposables better: CHETKA introduces professional grade Mascara Wand, Straight Brush, Angle Brush, and Smudge Brush.

[MAY 5^TH, 2025 | NEW YORK] CHETKA, a pioneer of product innovation, tackles the challenges of poor quality, single-use tools amongst makeup professionals with the introduction of professional-grade, mini applicators and hand palettes.

CHETKA’s debut collection ensures convenient, quality and hygienic makeup application with four precision mini brushes; the Mascara Wand, Straight Brush, Angle Brush and Smudge Brush. The range is complemented by industry-disrupting Makeup Hand Palettes designed to eliminate cross contamination, dubbed by professionals as “second skin”, offering a skin-like surface for hygienic application of powders and foundations. Each brush comes with a sleek touch-up kit envelope for makeup artists to gift their clients for multi-use beyond the appointment – a stylish handbag essential and compact alternative to full-size tools.

Mascara Wand (11.5cm): For Lashes

The precision of the hourglass Mascara Wand is designed with a bendable head to work from the inner to the outer eye by lifting each lash individually, allowing full coverage, to create spectacular volume and length from root to tip.

$20 (Pack of 40)

Straight Brush (11.5cm): For Eye, Brow and Lip

Providing optimum control and instant definition, the soft bristles of the Straight Brush are tapered to create a sharp, precise, and polished finish.

$25 (Pack of 40)

Angle Brush (11.5cm): For Eye, Brow and Lip

Designed for strong, statement finishes, the Angle Brush is firm and flat with a tapered angle tip to assists the product in gliding effortlessly for a fine-point finish.

$25 (Pack of 40)

The Smudge Brush (11.5cm): For Eye, Brow and Lip

Flawless blending with every application, the compact pointed sponge applicator is designed for dramatic and complex artistry, smudging out shadows and liners.

$25 (Pack of 40)

“Second Skin” Hand Palettes

Designed to act as a barrier for cross-contamination during makeup application, the professional-grade palettes are individually sealed for single-use only, applied to the back of the hand. Transparent with a light textured finish to transfer body heat for makeup application. Reduces clean-up time.

Small: 10.5cm wide x 7.5cm height $25 (Pack of 40)

Placing its premium tools in the hands of leading celebrity makeup artists, top-tier professionals, academies and beauty media, CHETKA’s tools have fast garnered advocacy in the industry, earning a reputation for delivering the same refined application as full-size tools.

CHETKA was founded by Suzanna Zdravevski, a professional makeup artist with two decades of experience, following years of research and development in the specialist fields of celebrity makeup, weddings, editorial and fashion events.

“As a makeup artist, the single use nature of our work has historically limited innovation in tool design, with the professional community having to make do with products that prioritize disposability over quality - unlike the luxurious, durable and well-crafted tools made for long-term consumer use. CHETKA was founded because the industry deserves better. I’m excited to introduce an entirely new category of premium makeup tools exclusively for professionals – luxurious, hygienic and uncompromised.”

Suzanna Zdravevski, Founder, CHETKA

As part of its commitment to supporting professional artists, CHETKA offers all pro artists an exclusive 25% discount and complimentary shipping.

For more information, visit www.chetka.com or follow @Chetka_studio on Instagram.

- ENDS –

CHETKA invites beauty professionals, media, and retail buyers to experience the future of makeup artistry.

For press inquiries, high-res images, interview requests, collaborations, or to request a sample kit, contact our PR team:

TCC

Pippa Brindley | pippa@tccldn.com | +1 (310) 994 2045

CHETKA

37 W 26th Street, #637 New York, NY 10019

NOTES TO EDITORS:

About CHETKA:

CHETKA was launched in New York in 2025 by professional makeup artist Suzanna Zdravevski, following decades of frustration using single-use tools designed to prioritize disposability over quality, unlike the luxurious, well-crafted tools made for long-term consumer use.

CHETKA introduces next-generation makeup tools to redefine professional beauty standards with high performance low-waste tools that meet the rigorous demands of editorial, red carpet, and on-set artistry.

Each CHETKA product is thoughtfully designed to combine function and form - crafted with premium materials, recyclable packaging, and smart engineering that extend product life while minimizing waste.

The debut brush range includes four precision mini brushes; the Mascara Wand, Straight Brush, Angle Brush and Smudge Brush. The brush range is complemented by industry-disrupting Makeup Hand Palettes designed to eliminate cross contamination.