An apparatus for applying a cosmetic, such as mascara to eyelashes, includes a handle, a boss coupled to the handle, and a stem defining a longitudinal stem axis and having a first end coupled to the handle and a second end, wherein the stem first end comprises a stem extension defining a socket sized to rotatably engage the boss. The apparatus further comprises an applicator head coupled to the stem. An actuator is operatively coupled to the applicator head for moving the applicator head in a vibrational motion. The actuator comprises an electric motor having a rotating motor shaft and an eccentric weight coupled to the motor shaft. Rotation of the eccentric weight generates a vibratory force.