Hands up if you love a brand new beauty drop? In that you'll be wanting to know over IL MAKIAGE, the latest cosmetic has officially landed in the UK and it's set to change the way we shop.
Created in 2018 by siblings Oran Holtzman and Shiran Holtzman-Erel, it’s become the second fastest growing e-commerce brand in the US and is a completely revolutionary new way to buy beauty.
What is Il Makiage?
You might have seen reviews for IL MAKIAGE on social media already. Having launched in the UK in May, the beauty brand's most hyped-about product: the 'Woke Up Like This' foundation has gone viral.
Buying complexion cosmetics online can be tricky but IL MAKIAGE expertly shade matches to your skin tone— without ever having seeing your face. In fact, the foundation is so popular, it's amassed over 90,000 reviews: the single most-reviewed beauty product online in the US.
Is Il Makiage legit?
Totally. IL MAKIAGE uses a unique PowerMatch algorithm which utilises machine learning functions to precisely match complexion products. In other words, the brand has researched over 700 different skin tones, and after taking a quick quiz, IL MAKIAGE is able to accurately shade match your foundation or concealer without actually having ever seen your face IRL. Impressive.
But the beauty range doesn't just stop at complexion. If you head to the IL MAKIAGE website you can, of course, shop by category: mascara, eye shadows, blushers or bronzers… or instead, shop by 'talent'. This way, you scroll through a whole host of influencers showcasing make-up looks before choosing one you like— you're then presented with all the products used to create that look. Et voilà, shopping for a smokey eye has never been easier.
Is Il Makiage worth it?
WH Beauty Editor Perdita Nouril had a play with the products and here is what she thought.
1/ No Filter | Poreless Base Smoothing Primer
'I have large, troublesome pores on my nose which can be tricksy to cover because no amount of concealer can hide them. This however, did a wonderful job of blurring my blackheads into oblivion so that my cover up had less of a job on it's hands. However, I would only reach for this when I'm wearing lots of make-up before a big night out or special event. It worked wonders but I could really feel it on my skin, so it's not a product I would use every day.'
2/ Colour Boss squad palette
'Large palettes with rows of never-ending colour ways can feel overwhelming for even the most seasoned of make-up fans, so this won me over instantly because it was so simple to use. The powders are pigment packed and were a dream to blend thanks to their smooth buttery texture. Creating a golden smokey eye was a complete breeze. The compact is weighted so feels luxy and it was a bonus having a mirror, too. This has definitely earned a permanent place in my make-up bag.'
3/ Hi-shine lip glaze
'This was a winner for me purely because it wasn't sticky. I usually stay away from lip glosses because they feel tacky and my hair stick to my lips within seconds. However, this was comfortable to wear and had a barely there texture. It's also a hefty product in terms of it's size so you get a good bang for your buck.'
4/ Mineral baked bronzer
'This gave a really love sheer wash of colour on my face and crucially it didn't disturb any of my make-up underneath, it looks super shimmery, but actually once it's on the skin it's really subtle. This is hero product for summer, when you want to recreate that golden hour holiday glow.'
5/ Icon | High volume mascara
'I must have tried hundreds of mascaras over the years, and still nothing beats L'Oreal Telescopic mascara. Il MAKIAGE Icon came very close though, the brush is brilliant at separating lashes so that they fan out nicely and look fluttery. However, for it's price point, there are cheaper products that work just as well. I don't think I'll swapping this one into my beauty bag any time soon.'
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