An applicator assembly and in particular, relates to an adjustable applicator capable of being adjusted to retain variable quantities of a product is provided. Also disclosed is a container comprising an applicator assembly for storing and application of consumer products such as cosmetic, hair care or dental products. The applicator assembly is configured to comprise at least two applicator heads, wherein the applicator heads are arranged to be movable relative to each other thereby resulting in change in density of the bristles of the applicator assembly.