[unpaid/sample] I’ve got to be honest, if you click over to the Il Makiage website, you’ll probably want to click away immediately – I know I did. From the outrageously sly trap when you find your perfect foundation match that makes you a subscriber without even realising to the Shop By Influencer section – it’s really not going to be for everyone.
HOWEVER, bear with, because this is one of the most impressive new-to-the-UK brands I’ve come across in recent years. The make up I was sent to try was so thoughtfully picked (that will fall to the PR obviously, not the brand) rather than a ‘bunch of stuff’ which is more usual, that I straight away wanted to try everything. I’ll start with the Color Boss Squad eye quad in The Real Deal which follows the traditional route of highlighter, definer, matte, metallic in shades that remind me hard of Charlotte Tilbury but better. The quality is immaculate – from the packaging through to the pigment – absolutely beautiful.
This palette isn’t cheap at £33 but goodness, it’s lovely! And these days I am greatly preferring a quad to a bigger palette. The Lip Service Hi-Shine Lip Glaze is somehow my perfect shade of nude gloss (you’ll see it better in the swatches) being a pinkish toned toffee – and yes, it’s super shiny. I love it and at £18 feels about right although it’s out of stock just now.
My next rave is the Icon mascara – a joy. This is my favourite type of brush because it lifts, coats and separates all in one go. It doesn’t over-deliver so you’ll need to coat up but that’s ideal in my mind – the last thing anyone needs is too much mascara because it’s usually the last thing you apply and if you have a brush that’s too generous, you have to start all over again – there’s no coming back from that. It’s described as ‘high volume’ which I don’t agree with and as ‘curling’ which do in that it held my lashes up and wide with a curve for as long as I was wearing it. There was no clumping or flaking – frankly, a bit of a find. It’s £23 and would be my top recommend.
You will probably know that my happy place for cheeks is a creme formula and there are very few mineral blushes or bronzers that I’d buy for myself. But, I genuinely loved both of these products – Mineral Baked Blush in Bootylicious (sorry) £22, and the Mineral Baked Highlighter in Royals, £34. They’re the most silky minerals I’ve used (there’s added jojoba) and feel like nothing on the skin (my main problem with powdered anything is the feel and that they’re drying). The highlight was a little bit droppy but gave such a nice, subtle ‘glow’ over the top of the peachy shade blush and is better quality than I’ve seen for ages.
From bottom to top : Royals highlighter, Bootylicious blush, Bad Habit and then the quad shades. The thing about this brand – which is one of the fastest growing make up brands globally – is that it’s made for Instagram. All their steer comes from looks you’d find on the channel from various influencers and that’s quite narrow when you think further than your phone. Not everyone wants that particular look – in fact, more and more actively don’t – and it feels out of date already. If you don’t want to follow your favourite influencer looks, you have to really search for products that might be suitable – it’s very one-note and forget it on anyone over 30 – they don’t exist as ‘inspiration’. It’s not that diverse either – of all the influencer looks (happy to see lovely Ellis Atlantis on there) I think only two were people of colour (in my search, I hit my ‘look limit’ – not actively allowed to see any more ‘talent’ looks – excuse me). It’s an intriguing brand that feels cynical and opportunist but boy, there’s some lovely make up! You can find Il Makiage HERE.
All products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.
Haha! Well, can’t say you didn’t issue a caveat. Blimey, that’s an obnoxious marketing approach. They may as well have said ‘OK Boomer’ to round off the experience.
Unpleasant stuff, combined with your mention of customer entrapment with hidden costs. Still, if nothing else, it makes La Tilbury’s ‘Darlings/Hollywood’ thing seem positively serene, and welcome.
Dear oh dear, it’s all enough to make you fear greatly the marketing campaigns of 2025.
Sorry, I should have been clearer – you end up subscribed to emails – no costs thankfully! Yep, it’s a very particular brand but the make up is lovely.
Hmmm, feels very dated already – feels very Instagram Baddie and I think lockdown has made that an even less desirable look nowadays. I wish we’d got Colourpop instead! Do you ever hear whispers about Colourpop making it over here? Flower Beauty unfortunately seemed to disappear as soon as it came here, and while Physicians Formula seems to be doing OK on Feel Unique it’s all very highly scented which isn’t for me. Colourpop and Bite Beauty are the brands I want here the most – and a Bite custom lip lab in London would make a killing I think, though obviously not right now!
Bite used to be in the UK – it was available at some point then disappeared. I need to get more PF – it was one of the brands I thought would do really
well here – but needs to be in a Boots or Superdrug setting I think. I haven’t heard anything about Colorpop coming over – I guess they are an internet brand and we can order from the US so I don’t think they’d feel a need for bricks and mortar stores – we can hope!