Thursday 25 April 2013

Behind The Brand: Illamasqua

Date of Birth: 2008

Founding Father: Julian Kynaston

History: Having no previous experience in the beauty industry, Yorkshire marketing man Julian Kynaston launched Illamasqua in 2008. He created the brand to reflect his passion for all things subcultural. In 2010 Joseph CorrĂ© joined Illamasqua, becoming a large shareholder and the director of the brand. CorrĂ©, who is the son of Vivienne Westwood and Malcolm McLaren, was the co-founder of luxury lingerie brand Agent Provocateur.

USP: Illamasqua celebrates and dedicates itself to self-expression, creating avant-garde products that go beyond the expected. The brand brings the artistry of makeup to the masses with a strong focus on colour, pigment and quality.

Motto: Makeup for your alter ego

Giving Back: Illamasqua puts a huge amount of support into The Sophie Lancaster Foundation (aka S.O.P.H.I.E - Stamp. Out. Prejudice. Hatred and Intolerance. Everywhere). The Foundation was created in memory of Sophie Lancaster, a 20 year-old girl who was beaten and killed in 2007 simply for looking different. Sophie's mother, Sylvia Lancaster heads up the foundation which aims to change a mindset in society by working with young people in schools to create understanding and awareness of subcultures.

Offerings: Illamasqua offer makeup (including false eyelashes and nail polish), tools and fragrances

Hero Products: Pure Pigment, Lipstick and False Eyelashes

Availability: Illamasqua has 3 standalone stores in the UK and the brand is also available at Selfridges and Debenhams. If you are Americano, you can get hold of Illamasqua in Sephora.


Price Points

Foundations: Up to £27.00/$42.00

Single Eye Shadows: Up to £17.00/$26.00

Blushers: Up to £18.00/$26.00

Lipsticks: Up to £16.00/$24.00
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