If Oddity decides to go public, it will need to show investors it can sustain its rapid growth over time and not fade away as a fad. Check out our foundations, concealers, blushes & bronzers, highlighters & contours, powders & more. Hypnotize Fill & Fix Brow ShaperUK: 21 - buy hereUS: $25 - buy here, Pros: Easy to use, gives you thicker and darker brows, Cons: Bit clumpy after using it for a while. In fact, the foundation is so popular, it's amassed over 90,000 reviews: the single most-reviewed beauty product online in the US. Sign up for our newsletter to get honest reviews on . While its created a range of products from lipsticks, eyeshadow palettes, blush, bronzer and more, its signature offering is the "woke up like this" foundation. ', 'Large palettes with rows of never-ending colour ways can feel overwhelming for even the most seasoned of make-up fans, so this won me over instantly because it was so simple to use. The F*ck I'm Flawless concealer by Il Makiage comes with a pen applicator so it's really easy to apply and it's available in 30 shades. Something went wrong. As a result, weve seen a huge uptick in redness and sensitivity. Foundation Makeup | IL MAKIAGE Not in love? Fenty Beauty Pro Filt'r Hydrating Longwear Foundation: This foundation is formulated for a hydrating, matte finish with its grapeseed oil and hyaluronic acid pairing. Oddity is in the process of integrating the tech into its Il Makiage powermatch quiz to improve accuracy. A Division of NBCUniversal. IL Makiage Woke Up Like This Flawless Base Foundation, 60 - 30ml . 7 Things Every Woman Should Know About Her Period, Drinking Tea Balanced My HormonesHeres Everything You Need to Know, Is It Too Soon to Move in Together? While this product has fewer shades than the Woke Up Like This Foundation, there are still 30 shades to choose from. Even with that in mind, Woke Up Like This holds its own as far as texture and consistency. While brands such as Lancome, LOreal, Mac and Charlotte Tilbury have pivoted to offering virtual make-up try-on services, where users upload an image of themselves in order to get a more accurate feel for a product shade, choosing between two different foundation undertones is much harder than picking a new red lipstick. We're hoping that it comes to some U.K. stores soon and judging by the thousands of stellar reviews online, it probably will. However, for it's price point, there are cheaper products that work just as well. You basically have to learn how to use it to avoid clumps when I stroked it gently following the growth of my eyebrows, it gave a natural, full colour. The shade match quiz promises 90 per cent accuracy, so we put it through its paces to find out if it delivers, Find your bookmarks in your Independent Premium section, under my profile, More than 225,000 customers have rated the foundation with a 4.5-star review. Its the Goldilocks of foundations. Oddity builds out new products and brands by using its tech to figure out what customers are looking for. However, we wouldnt put it solely down to the quiz. "We go to our suppliers with like, super specific product briefs on 'we want you to create x' based on all the data that we've looked at," Drucker Mann explained. 40 - 30ml. Free gift: 01:02How to take a skin quiz and purchase items: 01:24Medium Cover Shade #35: 03:47No Filter Primer: 05:40Medium Cover Shade #40: 06:31Full Cover Shade #55: 08:39Hints for color and current brand foundations that I'm using: 10:58 Phoera Foundation Makeup Full Coverage Liquid Long Lasting Shade Base Brighten . No matter your foundation preferences, this product could definitely find a spot in your makeup bag. I can almost always expect a minor breakout to leave dark marks behind. With all-day staying powder and an ultra-fine finish, it's a great. Oddity the direct-to-consumer beauty and wellness platform known for its ubiquitous Il Makiage social media ads is making money and growing in an environment that's increasingly risky for purely digital retailers. In terms of the colour, I loved Pink Lady as a darker colour but found that Pale Pink could have been more full-bodied for a longer lasting finish. Il Makiage, a New York based make-up brand that thats less than two years old, aims to change that. Shade Range The company, which is best known for its Il Makiage foundation, looks like it could be preparing for an IPO, experts said. Instagram: JalisamariahBusiness Inquiries: prettyfacenation1@gmail.comLink to il makiage's website: https://www.ilmakiage.comAddress: IL MAKIAGE HQ, 110 Greene St, New York, NY 10012Triniti J ASMR inspired part of this foundation routine to help me attempt to blend out this foundation. Its lightweight and creamy, but not thick or heavy like most full coverage foundations and is easy to blend. Free delivery for many products! Id consider myself a medium skin tone with an olive undertone, and this shade definitely delivers. It has the perfect consistency for methick enough to provide adequate coverage but not heavy enough to make my face look cakey. Learn More. 30 ML/ 1 FL OZ, Shop All Electronics Cameras, Photo & Video, Shop All Electronics Cell Phones & Accessories, Shop All Electronics Computers, Laptops & Parts, Shop All Electronics Tablets & Accessories, Shop All Electronics Video Games & Consoles, Shop All Electronics VR, AR & Accessories. Il Makiage, a New York based make-up brand that that's less than two years old, aims to change that. Disclaimer: Makeupland employs artificial intelligence, public knowledge, scientific researches, colour science and crowdsourcing to find the perfect shade match for your skin tone. What does it have that Il Makiage doesn't? II Makiage is an online beauty brand that sells foundation, concealer, mascara, and most other makeup products. Usually he looks for companies that have over $100 million in sales and the ability to be profitable within a few years of going public. IL MAKIAGE is a consumer-tech company which builds and scales digital-first brands to disrupt the offline-dominated beauty industry. And honestly, the hyaluronic acid-infused liquid formula has exceeded my expectations. I usually wear makeup three to four days a week. See more This foundation is amazing , as long as you take the correct shade, a bit of mismatch , it will not work nicely (atleast not for me) . As soon as you land on the Il Makiage website, it directs you to its "power match" quiz to determine your shade from the 50 available in its 'woke up like this" foundation. As for how well it held up throughout the day, after eight hours there was little to complain about, we saw a slight shine return to our forehead and nose, but no foundation can completely mattify oily skin for hours on end, so it wasnt a cause for concern. hi loves! Gluten-free & alcohol free Rating it on everything from how accurate the shade match was, if it delivered on buildable coverage, how easy it was to blend into skin and how long it lasted, we put it through its paces to see if its made online make-up shopping easier. Despite that, we cant fault the foundation formula that Il Makiage has perfected, thanks to its flawless coverage thats lightweight and long-lasting. I took the shade match quiz and. If youre looking for a medium to full coverage foundation that doesnt feel thick, heavy or hard to blend, this is ideal. Everything by Il Makiage is thankfully 100 per cent cruelty free, as the brand is against animal testing. IL Makiage After Party Foundation Shade #40 IL MAKIAGE $25 $45 Size OS This item is sold Like and save for later Shade #40-Welcome to the After Party: a full-coverage, long-wear foundation that instantly transforms your skin into a flawless, airbrushed masterpiece with just one drop. It gives a smoothing effect to skin to even out skin tone, blurs pores and conceals blemishes with one light layer. More than 225,000 customers have rated the 36 foundation on the website with a 4.5-star review, which is no small feat, so we wanted to see that all the hype was about. Sign up for our weekly newsletter for exclusive content straight to your inboxincluding the Trader Joe's articles you don't want to miss! ', 'I must have tried hundreds of mascaras over the years, and still nothing beats L'Oreal Telescopic mascara. In fact, we skipped concealer, even on our dark circles and blemishes. But if you're looking for a broader range of shades than Il Makiage's shade collection, it doesn't come out on top. Il Makiage's foundation is formulated for multiple skin types, but its primary focus is lightweight hydrationsomething all skin types need. Lauren's current foundation: Glossier Perfecting Skin Tint in G11, 20, or Too Faced Born This Way in. But Il Makiage made a name for themselves with this foundation, and I can see why. Nikki Baird, a longtime retail analyst and current vice president of strategy at retail technology company Aptos, said DTC brands need to strike the right product mix in order to stay relevant, sustain growth and attract investors. If you prefer sheerer coverage or a more radiant finish, a sponge would probably be your best bet. Data is a real-time snapshot *Data is delayed at least 15 minutes. Out of Il Makiage's three brow products, the Hypnotize Fill & Fix Brow Shaper is the brow mascara that gives you fuller, bushier-looking eyebrows. Upon first using this product, I found the colour and texture to be slightly clumpy because I applied it how I'm used to applying a brow pen. This shade seems very light to me so I'm trying to blend this out with a full face of make up. Instead, its created a detailed "power match" online quiz to find your foundation shade, from the 50 available, claiming to deliver 90 per cent accuracy. Available in 50 shades for all skin tones. After taking the foundation quiz and receiving my perfect shade match, it's become a staple in my makeup routine. Lauren wearing Il Makiage's Woke Up Like This Flawless Base Foundation in shade 40. This however, did a wonderful job of blurring my blackheads into oblivion so that my cover up had less of a job on it's hands. For the price, you're getting one fluid ounce of product. Due to all of this, my preference for foundation is ever-changing. Vegan Let's be honest; this foundation is not the easiest on the pockets. It worked wonders but I could really feel it on my skin, so it's not a product I would use every day. Black Card Lift Curl & Lengthen MascaraUK: 25 - buy hereUS: $26 - buy here, Pros: Bendy brush, not clumpy, long lash effect. A digitally native, purely DTC company, the retailer underscores that 40% of its workers are technologists and no one on staff come from the beauty and wellness industry. Start your Independent Premium subscription today. ', 'This was a winner for me purely because it wasn't sticky. I mostly keep active acne at bay with tretinoin and a Spironolactone prescription, but I have a lot of leftover scars, clogged pores, and get a few zits here and there. Natural-matte finish looks like your skin, but better This party trick instantly covers everything you wanna hide, without sinking into the pores, caking, shifting, fading or feeling heavy like your typical full-coverage foundation. It was noticeably too orange for us which was unable to be corrected even when using the smallest amount. Available in blue, black or brown, the Icon High Volume & Intense mascara is just one of Il Makiage's three mascaras. Formulated with hyaluronic acid for hydration, You'll need a setting spray for long-lasting results. After finding our shade, 040, we waited excitedly for it to arrive before using it as we would normally apply our usual foundation. A medium to full coverage foundations and is easy to blend this out with a full of... We cant fault the foundation formula that Il Makiage is an online beauty brand that sells foundation there... 'S price point, there are cheaper products that work just as well sells foundation, 60 - 30ml online. Beats L'Oreal Telescopic mascara just one of Il Makiage 's foundation is formulated for multiple skin types, its. A full face of make Up Like most full coverage foundations and is easy to blend this with! Not a product I would use every day are cheaper products that work just as well thick heavy... Put it solely down to the quiz Makiage Woke Up Like this Flawless Base il makiage shade 40 shade. 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