Cult US beauty brand Il Makiage is now available in the UK

Beauty buffs, because this is not a drill. Il Makiage, the fastest growing beauty brand in the US, officially lands on UK shores today. The brand has caused a frenzy in America ever since its inception two years ago, thanks to its revolutionary direct-to-consumer, digital-first business model.

Il Makiage uk
Il Makiage

Not so much a brand for those in favour of the minimal make-up look, Il Makiage’s colourful, maximalist approach to make-up is very much built for the beauty-obsessed – those who love to experiment with the latest looks and relish time spent in front of the mirror playing with products. Their tagline just about sums it up: ‘Make-up for women who don’t apologise for their high standards’.

The UK online shop lets you browse in two ways, by product or by talent. While the first option is your more traditional online shopping scenario, the latter allows you to watch hundreds of shoppable make up tutorial videos by well-known beauty influencers and make up artists, giving customers an insight into exactly how to use the products and how they’ll turn out.

Il Makiage influencer
Il Makiage

The waitlist garnered over 3,000 keen fans in 24 hours and now that the online shop is officially open, it’s time to get browsing the 500 products available. That’s a lot of products to navigate, so here’s our hit list of the best Il Makiage products worth buying first.

Woke Up Like This Flawless Base Foundation

Il Makiage foundation
Il Makiage

Woke Up Like This Flawless Base Foundation, £36, Il Makiage

Easily the most iconic product in the Il Makiage arsenal, this powerful, streak-free foundation smoothes and evens skin with an advanced, innovative formula for a flawless matte finish. But that’s not the only reason people love it.

With 50 shades to choose from, you’d think selecting the right one for your skin tone would be a minefield, but in fact it couldn’t be simpler. The brand’s unique PowerMatch algorithm uses machine learning to precisely match the right shade to every customer. With information on 700 different skin tone combinations and over 10 million people having used taken the PowerMatch quiz, it’s an extraordinarily accurate tool for purchasing the right shade of foundation online. Which goes some way to explaining why the Flawless Base Foundation has received over 90,000 reviews, 50,000 of which are five-star, making it the single most reviewed beauty product online in the US.

Infinity Long-Wear Matte Lip Cream

Il Makiage lip
Il Makiage

Infinity Long-Wear Matte Lip Cream, £20, Il Makiage

This vibrant, highly-pigmented lip cream creates an opaque lip look that will last all day without cracking, fading or smudging. The non-drying, non-sticky formula is vitamin E-enriched for a comfortable wear-all-day lip colour ‘that’ll last longer than your ex’ (their words).

Mineral Baked Blush

Il Makiage blusher
Il Makiage

Mineral Baked Blush, £29, Il Makiage

Another super pigmented product (Il Makiage don’t believe in subtle), a little of this pearly blusher goes a long way and is made to emphasise and light up the cheeks with a fresh and lively flush of colour that lasts for hours. Available in 8 different shades, your options range from various orange-, pink- and purple-based tones.

F*ck I’m Flawless Multi-Use Perfecting Concealer

Il Makiage concealer
Il Makiage

F*ck I’m Flawless Multi-Use Perfecting Concealer, £24, Il Makiage

A long-wearing (as always) yet lightweight concealer with medium to high coverage that can be used to cover under-eye circles, blemishes, dark spots and hyper-pigmentation in an instant. It employs an advanced vegan, cruelty-free, oil-free and paraben-free formula available in 30 diverse shades and the matte finish means it can also be used to contour and highlight the face.

Icon High Volume & Intense Curl Mascara

Il Makiage mascara
Il Makiage

Icon High Volume & Intense Curl Mascara, £23, Il Makiage

This is a weightless, buildable mascara that effortlessly lifts, separates, curls and thickens every lash for serious drama. Available in black, brown and blue, it promises to never clump and the unique rugby-ball shaped silicone brush manages to grip onto even the tiniest lashes for a high-impact effect.