A hairbrush for people and pets releases liquid gel perfume, fragrance and/or other active compositions including insect repellant, hair conditioning composition, dye composition, moisturizing ingredients, or antibacterial compounds when brushed or activated by manually depressing a cover. The brush includes a flexible deformable membrane with a plurality of apertures that carries and aligns with apertures in brush bristles for delivery of the liquid gel active composition and is fitted within a first opening of an internal cavity in a brush base. A porous sponge saturated with the liquid gel active ingredient is inserted over the flexible deformable membrane. A cover is inserted through a second opening and rests upon the porous sponge. Brushing action deforms the flexible deformable membrane and squeezes the sponge, releasing the active ingredient during brushing or when the cover is depressed manually.