If you haven't already been introduced to British beauty brand 'Illamasqua' then get your self on this Band Wagon sharpish!
(Illamasqua team member 'Daniel Sallstrom')
'Illamasqua' is a completely inclusive brand that caters for Male and Female customers without discrimination, No Guy-liner rubbish here folks. With it's moto 'Make-up for your Alter Ego' Illamasqua has been a huge supporter of the Transgender Community and encourages everyone to release their Alter Ego onto the world.
The cult Make-up peddlers have been blazing a trail throughout the beauty industry and our British high street for almost three years. They have racked up an impressive eight counters in Uk department stores 'Selfridges', 'Debenhams' and 'Fenwick' as well as counters in Australia, Dubai and The United Arab Emirates; Online collaborations with 'Sephora' and 'ASOS' and There Flagship Store in 'Beak Street, London' which boasts it's very own Make-up School. Not bad for a company that has yet to celebrate it's Third Birthday.
(The Flagship 'Beak Street' store)
(Illamasqua Powder Eye-shadows)
But why is 'Illamasqua' so sucessful? In their own words:
"Illamasqua is the product of a heady mix of influences. Its roots stem from the dark and illicit 1920s club scene, and combine a rich heritage in the manufacture of make-up for film and theatre. It also takes inspiration from members of the ‘alternative scenes’ for whom self-expression is paramount. Alternative cultures have always dared to be dramatic. They have an emotional attachment to making up. It’s an expression of their darker side, a release for their alter ego.
Illamasqua is for the bolder person hiding inside all of us. It is an act and an attitude. A symbol of tolerance. A celebration of idiosyncrasies. A confident statement of self-ownership."
(Creative Director Alex Box on the set of A/W09 collection 'Dystopia')
The products have been developed by leading chemists, manufacturers of stage and screen make-up and make-up artists to an incredibly high standard. The range boast a huge array of dazzling shades, powerful performance and animal cruelty free ingredients.
(BAFTA Winning actress 'Vicky McClure' in brand film 'The Poem')
Beyond the products themselves, the campaign images by Creative Director 'Alex Box' have truly set them apart. There creatives are not afraid to be extremely 'Avant Guard' but most importantly they don't take themselves to seriously. The true skill of the brand is that they are aspirational, yet accessible. By setting themselves apart from the rest of the beauty world and declaring themselves as an outsider they have spoken to something previously untaped in all of us. Illamasqua is the equivalent of being a child and dipping into your mothers make-up kits for the first time. Everything is new. Everything is dangerous. Everything is exiting.
(One of Illamasqua's very first images 2008)
Expect nothing else but the stars for this brand. We are sure that 'M.A.C Cosmetics' had better watch it's back because... The British are coming!
www.illamasqua.com
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