It’s not often that a new make up line makes it’s debut by opening a counter in Selfridges. Those counters are hot property, so already we know that if the brand has a dedicated counter space, the Selfridges beauty gurus think it’s around for the the long term. So do I. Called Illamasqua (I embarrassed myself horribly on press day by calling it Illama (as in Llama) Skwa – it’s actually pronounced I (as in Italy) La-Mask-A), the even better news is that it’s a Brit brand. Using the notion of evening wear for faces, Illamasqua comprises edgy colours, forward ideas and concepts and the notion that the range can be worn by men and women alike (great for the current chap slap revolution). It’s a no boundaries range aimed to push make up into a new phase. The packaging is sleek, the colours daring and vibrant and the price points aligned with other high end make up brands. Altogether, Illamasqua rocks and we’re going to see it – deservedly – splashed on every beauty page from October onwards.

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