Looking for a new foundation or want to treat yourself to some makeup to play with and try out during lockdown? Well may be introduce you to IL MAKIAGE, named the fastest selling beauty brand in the US.
This new beauty brand challenges the way we buy make-up online and has shifted millions of customers in the US from buying makeup in high street stores to online and now, IL MAKIAGE has launched in the UK, with prices starting from £19.
Now you might be wondering 'how will I know what foundation shade I am?' - well IL MAKIAGE has sorted that out thanks to their PowerMatch algorithm.
Their unique algorithm utilises machine learning to precisely match beauty complexion products without ever seeing the consumer’s face. For more than a year, IL MAKIAGE’s data science, R&D and engineering teams have combined the results of hundreds of thousands of data points and information on 700 different skin tone combinations to create the PowerMatch algorithm. So you don't even need to leave the house to find your perfect shade.
To date, over 10 million users have taken the brand’s "PowerMatch quizzes" which, using machine learning, continue to improve every day.
They’ll put you through a quick questionnaire where you pick skin colour and depth to which jewellery suits you best and, undertones like vein colour to find the right shade for you - how cool is that?
Alongside the must-have products, in 2019 they launched a completely new e-commerce platform that makes it easier for consumers to navigate online beauty shopping while exploring new beauty products in a way that’s never been done before.
You can shop a full look via the extensive IL MAKIAGE influencer and make-up artist community who embody the brand DNA and create engaging content, linking inspiration education and purchase within a singular site.
To solve the current disconnected consumer journey, where consumers live online but purchase offline, IL MAKIAGE’s in-house tech team spent two years engineering a seamless, automated process for beauty purchasing, answering one of the biggest problems plaguing the £427 billion global beauty industry.
First started in the US by a brother-sister duo and entrepreneurs Oran Holtzman, CEO and Shiran Holtzman-Erel, Chief Product Officer who sought out to completely change the way people shop for beauty online.
Together, they embarked on a mission to build a vast, inclusive makeup line with uncompromising attention to detail, designed to capture the spirit of bold people everywhere.
The brand is now the second fastest growing ecommerce brand in the US with an iconic product range, including the Woke Up Like This foundation, priced at £36, which has over 90,000 reviews, the single most-reviewed beauty product online in the US.
The famous foundation leaves a streak-free finish that smoothes and evens the skin thanks to the advanced, innovative formula for a flawless, uniform natural matte finish. And it's available in a whopping 50 shades for all skin tones.
Now that we need to try.
Oran Holtzman, Co-founder and CEO of IL MAKIAGE said: "My sister and I sought out to create one of the most inclusive, prestige beauty lines for all, while leaning heavily into technology. Out of the gate, we decided to build a digitally-native beauty brand since we truly believed that the beauty category is ready for digital disruption."
"For a category with huge social presence, less than 10% of purchases online just didn’t make sense for us. We knew that the online beauty industry was broken and through advanced tech and industry-leading R&D, we have built the fastest growing beauty brand in the US. As the UK is a hub of creative talent and makeup enthusiasts, it was a natural next step for us, and we’re thrilled to share our products and brand with the UK audience."
