I saw Ruby Hammer herself use this at a make up demo and thought it was revolutionary. As a frequent traveller I try to minimise sizes and packaging of all my beauty products so they will be compact enough to go in a cabin bag. Now instead of taking seperate brow brush, eye shadow brush and eyeliner smudger I have it in one stick, and it's magnetic. Absolutely genius. I love it so much I bought a friend one too. Also the packaging of the product looks lovely to give as a gift - slide-able box and cellophane covering makes it all look very expensive and high end. I was very impressed when it turned up.