New York-based tech-driven beauty brand known for its AI-powered shade matching and high-coverage complexion products.
ORIGIN
United States
PRICE TIER
premium
Founded in 1972 by makeup artist Ilana Harkavi and relaunched in 2018 by brother-sister duo Oran Holtzman and Shiran Holtzman-Erel, IL MAKIAGE is a New York-based prestige beauty brand that has aggressively disrupted the direct-to-consumer cosmetics market. The brand is defined by its tech-driven approach to beauty, most notably its proprietary PowerMatch algorithm, which uses machine learning to match customers with complexion products without an in-person consultation.