This month, makeup brand Il Makiage comes to the UK — after two years of disrupting the digital beauty space in the United States. Launched in 2018, the brand is solely sold online and has became best known for their foundation — the Il Makiage Woke Up Like This Foundation (£36), which comes in 50 shades, has sold out five times since it launched, and has accumulated over 90,000 reviews, which the brand claims makes it most-reviewed beauty product online in the US.
But it's not just the huge shade range and numerous reviews that have people excited. It's the fact that, even though you can only get it online, the brand has created an algorithm that helps you find your perfect shade without having to test it out in person. The PowerMatch quiztakes 90 seconds to fill out and according to brand's co-founder, Oran Holtzman, has a 94% success rate when it comes to clients finding a perfect shade. The algorithm/quiz gets smarter the more people use it, and with 10 million users having already taken it in the US, and beauty retail shops closed all over the world, we're gonna bet your chances of finding your perfect match is quite high.