Melissa Meisel, Associate Editor07.09.18
Indie makeup brand Il Makiage targets “high maintenance” women everywhere. What was once a derogatory term now evokes an image of women who know what they want, and is reflective of a maximalist movement that goes far beyond makeup. The new, unapologetic brand was fed up with the idea that the “cool girl” had to be a cute, hilarious guy's girl and above all, fulfill someone else’s minimalistic view of beauty.
Instead, Il Makiage speaks directly to the confident, successful women who are equal parts swagger and substance.
This summer, Il Makiage unveiled its Maximalist Makeup line with the 100% High Maintenance campaign that aims to provoke and stop people in their tracks. Billboards with bold imagery and even stronger headlines will embody the brand’s daring, sarcastic, cheeky tone and take over New York City at a storefront at 490 Broadway in the heart of Soho. The prestige professional makeup brand received a $29 million growth capital investment from the Growth Fund of L Catterton, the consumer-focused private equity firm, last year.
Instead, Il Makiage speaks directly to the confident, successful women who are equal parts swagger and substance.
This summer, Il Makiage unveiled its Maximalist Makeup line with the 100% High Maintenance campaign that aims to provoke and stop people in their tracks. Billboards with bold imagery and even stronger headlines will embody the brand’s daring, sarcastic, cheeky tone and take over New York City at a storefront at 490 Broadway in the heart of Soho. The prestige professional makeup brand received a $29 million growth capital investment from the Growth Fund of L Catterton, the consumer-focused private equity firm, last year.