il-makiage

Il Makiage makeup is huge in the US & now it's here in the UK - these are the most talked-about products

If you're looking to find a new beauty brand while on lockdown, let us introduce you to Il Makiage… 

Leanne Bayley

We love discovering a new makeup brand, and when we found out that Il Makiage was launching in the UK, we did a little celebratory dance. This is the brand that has America obsessed, and can colour match your foundation in 90 seconds online. As we won't be heading to counters anytime soon, this could be a blessing if you're looking for a new foundation. The website officially launched on Thursday and there was a 3000-strong waiting list for avid fans. 

il-makiage-eyeshadow

Colour Boss Squad Eyeshadow, £33, Il Makiage

BUY NOW

Il Makiage was launched in the US back in June 2018 by brother-sister duo Oran Holtzman and Shiran Holtzman-Erel who sought out to completely change the way people shop for beauty online. 

RELATED: 29 of the best new beauty products to spark joy during lockdown

il-makiage-lipsticks

Lip Slip, £19, Il Makiage

BUY NOW

The brand is now the second-fastest-growing e-commerce brand in the US, and the Woke Up Like This foundation has over 90,000 reviews - the single most-reviewed beauty product online in the US.

ORDER: 11 of the very best beauty subscription boxes to treat yourself to

il-makiage-woke-up-foundation

Woke Up Like This Foundation, £36, Il Makiage

BUY NOW

"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," Oran said.  

primer

No Filter Poreless Base Smoothing Primer, £28, Il Makiage

BUY NOW

As part of its tech-first approach, Il Makiage has established the PowerMatch algorithm, a unique algorithm which utilises machine learning to precisely match beauty complexion products (foundation, concealer etc.), without ever seeing the consumer’s face. To date, over ten million users have taken the brand’s “PowerMatch quizzes” to discover their perfect match. 

Prices start at £19 and you can join the waitlist at ilmakiage.com.

MORE: 16 gorgeous red lipsticks that will instantly transform your face

This article contains affiliate links, which means HELLO! may earn a small commission if a reader clicks through and makes a purchase. More information.

Activate HELLO! alerts and find out about everything before anyone else.