IL MAKIAGE UK launch eyeshadow

Il Makiage UK: The huge try-before-you-buy US makeup brand is now available online in the UK

11th May 2020 | Author: Victoria Woollaston-Webber

IL MAKIAGE, the digital-first beauty company that recently became one of fastest-growing brands in the US, has finally launched in the UK.

Formed by brother-sister duo and entrepreneurs Oran Holtzman and Shiran Holtzman-Erel, IL MAKIAGE launched its first products in June 2018 and specialises in inclusive makeup with compromise.

In that time, its Woke Up Like This foundation has been reviewed more than 90,000 times making it the single most-reviewed beauty product online in the US.

Shop the IL MAKIAGE UK site


Its popularity and cult following lies in the way it uses technology to help people get a more personalised experience when buying makeup online. Since acquiring science startup NeoWize in 2019, IL MAKIAGE uses advanced active machine learning algorithms to find your perfect foundation match.

By asking you a series of questions, IL MAKIAGE’s PowerMatch AI technology can pair you with one of 50 foundation shades and it has, to date, received over 90% accuracy without the use of photos or live selfies.

READ NEXT: How to find your perfect foundation match

Over the past 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 this algorithm and it’s been used by more than 10 million people. Learning and adapting each time.

This technology also powers its Kenzza platform.

Beyond foundation, IL MAKIAGE – via a network of influencer partners – shows users a series of looks and they can swipe left or right to choose which they like, and which they don’t. The algorithm adapts and learns what the customer likes to recommend the most relevant next look. And, once a customer choose their favourite look, they can learn how to achieve it via a full video tutorial by that influencer.

What’s more, IL MAKIAGE offers a try-before-you-buy service which lets you test up to four products at home, completely for free, before committing to purchase, and prices start at £19.

“My sister and I sought out to create one of the most inclusive, prestige beauty lines for all, while leaning heavily into technology,” said Oran Holtzman, Co-founder and CEO. “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.”

Shop the IL MAKIAGE UK site

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