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You may have seen this brand popping up on your social media, and that’s for a good reason.
The US makeup brand, Il Makiage is taking the internet by a storm as the fastest growing beauty brand in America with more than 350,000 five star reviews. As a result, it's now known as the single most reviewed beauty brand in the world.
And while they offer hundreds of products, it’s their cult favourite, Woke Up Like This Flawless Foundation that’s the cause of their viral following.
So what is it about this foundation?
The Il Makiage website describes the $68 product as a “powerful, streak-free foundation that smoothes and evens the skin with an advanced, innovative formula for a flawless, uniform natural matte finish,” and buyers tend to agree.
“This foundation is amazing... I'll never use anything else,” one person wrote on Instagram.
“Hands down the best foundation on the market right now, love it!!! Next bottle already on order!! !” another said.
“I’ve been trying foundation and I love how light it feels on the skin,” a customer has posted.
The formula is packed with goodness including Vitamin E promoting anti-ageing and Hyaluronic acid to hydrate and protect the skin as well as filling wrinkles.
To make it even more enticing, Il Makiage offer a 60 day trial to see for yourself if it’s really worth the hype. If you don’t agree, you get your money back, but based on the reviews, there’s not much of that going on.
The foundation is designed to work for most people’s skin tone being available in 50 shades, but it’s not just the highly-performing formula that makes it feel so personal.
The game-changing foundation quiz. No, really.
Enter the real star of the show: the 90-second PowerMatch quiz which is a detailed questionnaire you’d expect from a dermatologist.
Unlike a basic colour-swatch, the quiz uses a unique algorithm and AI technology to match your exact skin type and shade, the coverage you need, whether you prefer a matte, natural or luminous finish and what your skincare routine looks like.
They even go so far as to choose what type of jewellery benefits your skin tone and what colour veins you tend to have.
To be honest, the 90-second questionnaire is so focused and personalised that you forget you’re on a website and not speaking one-on-one with a facialist.
It’s not surprising that the results have over 90% accuracy.
The foundation has almost half a million positive reviews since its recent launch, which is only due to increase since landing in Australia.
“Australia is one of the largest prestige beauty markets in the world and has grown significantly over the last several years,” says co-founder and CEO of Il Makiage, Oran Holtzman according to Retail Beauty.
“With this in mind, as we are laser-focused on building better online shopping experiences, we’re now able to offer Australians our global beauty brand with ease of purchase and local, fast delivery times.”
Il Makiage officially launched in Australia in June 2021 and immediately snapped the attention of a whole new audience.
“G’DAY ’STRAYA!! We’re bringing our high standards down under. Drop a 🇦🇺 if you’re as stoked as we are! Welcome to the glamily,” they posted.
“Yay how exciting! Beyond excited to try,” one eager customer wrote.
“Finally!” another said.
“Waiting in my order 🇦🇺 bit excited,” a third posted.
Since dominating the US beauty market, Il Makiage has since also launched in Canada, the UK and in Germany last November.
Considering the brand only relaunched in 2018 with its star product, there’s no doubt we’ll be seeing more and more of it around the world.
Where can I buy it?
Il Makiage is exclusively stocked online through their website, which is actually fine because we can’t go anywhere, anyway.
The Woke Up Like This Flawless Base Foundation is $68 and is available in a 30ml bottle.
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