- Founded In: 1972
- Founder: Ilana Harkavi
- Headquarters: New York City, NY
- Brand Philosophy: "We are defining and building the future of beauty by using unparalleled technology to connect people with superior, painstakingly tested, beauty products."
- Current CEO: Oran Holtzman
- Known For: IL MAKIAGE is known for its AI-powered PowerMatch algorithm, which allows customers to find their exact foundation shade online without in-person testing. The brand’s best-selling “Woke Up Like This” foundation has gained a cult following for its buildable coverage and wide shade range. IL MAKIAGE is also recognized for its bold, maximalist branding and viral marketing campaigns that challenge traditional beauty norms.
IL MAKIAGE, a New York-based beauty brand, was originally founded in 1972 by makeup artist Ilana Harkavi. The brand underwent a significant transformation in 2018 when it was re-launched by brother-sister entrepreneurs Oran Holtzman and Shiran Holtzman-Erel, emphasizing a tech-driven approach to beauty. This rebranding focused on integrating advanced technology to enhance the online shopping experience, particularly through the use of artificial intelligence and machine learning for product recommendations.
A hallmark of IL MAKIAGE’s innovation is its PowerMatch algorithm, designed to accurately match customers with foundation shades online. This technology has been pivotal in shifting consumers towards purchasing beauty products digitally, eliminating the need for in-person shade matching. The brand’s flagship product, the “Woke Up Like This” foundation, has garnered attention for its extensive shade range and the precision of its online matching system.
IL MAKIAGE has also engaged in notable collaborations to expand its reach and appeal. In 2019, the brand partnered with beauty influencer Carli Bybel to release a celestial-themed makeup collection, which included a face palette, lipsticks, and brushes. This collaboration was well-received and highlighted the brand’s commitment to aligning with influential figures in the beauty community. Furthermore, in 2021, IL MAKIAGE became the official beauty partner of Arsenal Women Football Club, aiming to elevate the visibility and influence of women’s football.
What sets IL MAKIAGE apart is its bold, unapologetic branding and commitment to maximalist beauty. The company adopts a playful and assertive tone, evident in product names and marketing campaigns that challenge conventional beauty norms. By seamlessly blending technology with high-performance formulations, IL MAKIAGE continues to disrupt the beauty industry and cater to a diverse, global customer base.
