Makeup for Maximalists

In a beauty industry saturated with minimalist looks, and go-with-the-flow messaging, we launched a new makeup brand by going against the millennial “cool girl” tropes and leaning into the thrill of being unapologetically high as hell maintenance. Two years later, Il Makiage is the fastest growing beauty online brand. With an army of fans who are ready to clap back, if you patronizingly ask them to smile, or settle for sub par mascara.