Our journey started in 2013. Bold and unapologetic women, equal parts swagger and substance,
were breaking barriers in classrooms, politics, business, sciences, sports and the arts in every corner of the world.
In the spring of that year, the idea to revive IL MAKIAGE was born.
My brother discovered this American treasure — proprietary formulations for professional makeup
that were used for decades by some of the most renowned celebrities and professional makeup artists,
but remained unavailable to millions of high maintenance women with equally high standards who know
exactly what they’re worth and demand to be treated accordingly.
Together, we embarked on a mission to extend this hidden gem into a full makeup line with
uncompromising attention to detail, designed to capture the spirit of confident women everywhere.
We teamed up with hundreds of professional makeup artists and committed to only launch product
that was unequivocally better than any other they’d ever used. We may not have been the first in the
category, but we would be the best (yes, I am high maintenance).
Over the next five years, we painstakingly developed lipsticks, foundations and mascaras, testing repeatedly in a number of stores.
In the spring of 2018, we unveiled the full line we created in the US. Now, two years later, we are thrilled to launch in the UK. So, to all of you who share the view that minimalism is dead, come join us. We hope you adore our products as much as we do.
Shiran Holtzman Erel, Co-Founder