IL MAKIAGE is a prestige digital-first beauty startup that proudly embraces a “pro-makeup” stance in a market so often dominated by “no-makeup, makeup trends”.
Though originally founded back in 1972 by award-winning makeup artist Ilana Harkavi, the New York based brand has enjoyed somewhat of a second coming in recent years under the new leadership of sister-brother duo Shiran Holtzman-Erel (Chief Product Officer) and Oran Holtzman (CEO), becoming the fastest-selling beauty e-commerce brand in America.
MAKEUP FOR MAXIMALISTS
Following a relaunch in 2018, IL MAKIAGE set about creating a range of products that would live up to the high standards of their customers, prioritising perfecting their online shopping experience by investing in technology that would help people to shop better online, using a comprehensive PowerMatch algorithm presented in the form of a 90 second quiz, to ensure consumers were accurately matched with the correct makeup items – including foundations and concealers – to best suit their complexion and skin tone.
How is this done without IL MAKIAGE ever needing to a see a customer’s face IRL we hear you asking? Well, the brand states that the company’s data scientists and engineering teams have worked tirelessly for over a year to develop the app, which now boasts 700 skin tone combinations and machine learning – meaning the more the algorithm is used, the more accurate it becomes.
By the end of 2019, 10 million users had taken part in the quiz, resulting in 90,000+ reviews of which almost every reviewer awards the PowerMatch-ed product 5 out of 5 stars.
UK LAUNCH
IL MAKIAGE’s UK launch marks the brand’s first market expansion, with customers able to shop by category (mascara, eye shadows, blushers and bronzers, brow pens, lip kits and more) or by ’talent’, a unique and groundbreaking approach to online shopping which enables consumers the opportunity to scroll through images of influencers showcasing various makeup looks, with information and links available as to which products were used to create each look.
IL MAKIAGE is available to buy online now.
