A cosmetic applicator comprises a body defining a handle, the body being arranged to receive the cosmetic product, a rotatable applicator element attached to a distal end of the body, the applicator element extending transversely relative to the body and being located proximate the cosmetic product, and a driving arrangement to rotate the applicator element, thereby loading the cosmetic product for subsequent application. In an embodiment, the body is elongate so as to define a longitudinal axis, with the applicator element extending perpendicular to the longitudinal axis of the body. In an embodiment, the cosmetic applicator comprises an actuating arrangement to allow a user to selectively control the position of the cosmetic product with respect to the applicator element, thereby allowing a controlled quantity of cosmetic product to be loaded onto the applicator element.