Conventional makeup brushes use a basic design principle of putting a wad of fur on the tip of a wood stick and binding the two components together. This configuration has been used for thousands of years, and is essentially an extension of the arm when used as a tool. The user can reach out farther with this configuration and can apply product/pigments to some other surface or person without having to use their own hand. Because makeup application for the past few thousands of years has been one person applying product to another, the conventional brush structure worked.
The vast majority of people never applied makeup to themselves until after 1840, when the first affordable mirror manufacturing technique was invented. And then a few years later photography came into existence. Up until this point in history, no one really knew what they looked like, except from other people's descriptions or renderings. Suddenly, people could see their own reflection at home, and see photos of themselves. And it become more important to try and enhance your looks, through makeup or self grooming.
The conventional makeup brushes of the past might have worked for putting pigment on someone else, but they were ackward to try to use for makeup self-application. Having to hold a conventional brush in the hand, then turn it backwards to point at your face, then look at your reversed reflection in the mirror, and then try to paint your face was a very uncomfortable experience. Artis brushes use a more natural and ergonomic configuration for the brush. Artis brushes are more like using your own fingers to apply product to your face. The fibres are positioned like the pad of your finger tip and the handle is configured like the length of your finger. This makes self application a much more natural and easier experience. Add the use of CosmeFibre, and for the first time, you have a true makeup brush.