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Il Makiage
courtesy of Il Makiage

Cult make-up brand Il Makiage finally launches in the UK


TextAlex Peters

The maximalist brand has become a favourite in the US

The wait is almost over. Cult make-up brand Il Makiage is coming to the UK.

Founded in 2018, Il Makiage has quickly become a favourite in the US thanks to its focus on experimentation and creativity. Positioning itself as the maximalist answer to the recent trend of pared down, minimalist brands like Glossier, the brand boasts a vast range of bold, colourful products including its Woke Up Like This foundation which comes in 50 shades and has become the single most-reviewed beauty product online in the US.

“Il Makiage speaks to ‘high maintenance’ women everywhere,” says co-founder Shiran Holtzman. “What was once a derogatory term now evokes an image of women who know what, and is reflective of a maximalist movement that goes far beyond make-up.”

The waitlist opens today, while products will be available from this Thursday (May 14) on the website. If you’re wanting to test out the famous foundation for yourself, the brand offers a shade matching quiz, the PowerMatch algorithm, which uses machine learning to match complexion products to your skin.

Since the global pandemic, the brand has also started an initiative to hire make-up artists who lost their jobs due to COVID-19. The brand is offering free virtual one-on-one make-up tutorials with the artists.

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