Best products from cult US brand Il Makiage, tried and tested

Chloe Street
·4 min read

Every now and then an American beauty brand will launch on UK shores and cause quite the stir.

From the much-anticipated arrival of Glossier and the more recent UK drop of Drunk Elephant, some US exports are enough to send British beauty junkies into a major frenzy.

Launching in the UK on Thursday this week (May 14) is a makeup brand set to do just that.

Il Makiage is a direct-to-consumer, digital-first beauty brand, founded by a brother and sister duo in June 2018. The inclusive, bold makeup line embraces colour and a maximalist aesthetic and has been so well received in the US that, in just two short years, it’s become the fastest-growing ecommerce brand in the US.

(Il Makiage)
(Il Makiage)

The brand will arrive in the UK with 500 products, priced from £19, which it will sell exclusively via its own website. To make shopping easier, the company has worked with hundreds of UK-based tastemakers, including influencers and make-up artists (from micro to macro) who have created shoppable looks exclusively for the website.

The waitlist to shop is now open (sign up here) and the product will go live on Thursday May 14. Keen to start planning what you’ll add to your bag? We were given a sneak peek at the range, and found these were some of our favourites...

Woke Up Like This Flawless Base Foundation

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Woke Up Like This Flawless Base Foundation, £36

The brand’s most famous product is its Woke Up Like This Flawless Base Foundation. With an impressive 90,000 reviews, over 50,000 of which are 5-star, it’s one of the most reviewed beauty products in America.

Other than its streak-free formula and natural matte finish, the foundation is popular because, thanks to the brand's PowerMatch questionnaire, it’s easy to find your perfect shade from the comfort of your own home – a feature that’s really come into its own in lockdown.

The PowerMatch service asks a series of detailed questions (from what moisturiser you use to how often you wear foundation), to select which of the formulas and shades will suit your skin type. The Woke Up Like This foundation comes in an impressive 50 shades, so it’s helpful to have guidance on which will suit you.

As with any algorithm, the more people that input data, the more accurate its predictions become, and thanks to the fact that over 10 million users have already taken the PowerMatch quiz, it tends to be 94 per cent accurate.

If you fancy trying a new foundation while you’re stuck at home in quarantine, this is one you can shop with a fair amount of confidence.

Mineral Baked Blush

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Mineral Baked Blush in Bootylicious, £29

This gorgeous baked blush gives a really fresh flush of semi-pearlescent colour. You can apply it wet or dry, and we found it was so heavily pigmented that you really only need use the tiniest amount. The Bootylicious shade we tried gave a gorgeous natural pinky glow.

Infinity Long-wear Matte Lip Cream

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Infinity Long-wear Matte Lip Cream

If you’re looking for a super pigmented, matte lip paint that won’t fade or smudge as the day goes on, this one is well worth a punt. The lip cream comes in 27 bold shades, gives a richly coloured, very opaque effect and smells faintly of a delicious vanilla.

Icon High Volume & Intense Curl Mascara

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Icon High Volume & Intense Curl Mascara

This mascara, which comes in three shades, lifted our lashes without being heavy in any way. It’s perfect if you like a natural, fluttery look (similar to the Glossier Lash Slick mascara), and you can build it for a bit more drama. Note, if you’re in the market for something really claggy and unctuous, it might not be the one for you.

F*ck I’m Flawless Multi-use perfecting concealer

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F*ck I’m Flawless Multi-use perfecting concealer, £24

This long-wear, lightweight concealer covers under-eye circles, blemishes, dark spots & hyperpigmentation with an advanced vegan, cruelty-free, oil-free & paraben-free formula. It’s available in 30 diverse shades, to suit every skin type.

Join the Il Makiage waiting list here