An applicator for liquid cosmetic products, wherein product is dispensed primarily by capillary flow of the cosmetic product through the applicator and wherein the liquid cosmetic composition has a flow rate outward from the porous polymeric applicator head of about 0.05 to about 1.0 cc/s when a pressure gradient of 0.5 psi is applied across the applicator device. The cosmetic products are preferably antiperspirant and/or deodorant products comprising an antiperspirant and/or deodorant active.