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.
Colour Boss Squad Eyeshadow, £33, Il Makiage
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.
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Lip Slip, £19, Il Makiage
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.
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Woke Up Like This Foundation, £36, Il Makiage
"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.
No Filter Poreless Base Smoothing Primer, £28, Il Makiage
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.
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