
Professional Beauty recently swept up with IL MAKIAGE Co-Founder Oran Holtzman to speak all things digital-first in beauty. The prestige professional makeup brand Il Makiage was originally launched 1972 by NYC-based makeup artist Ilana Harkavi, but has been little-known outside the professional circuit in recent decades. That changed in 2022 when a consumer-focused private equity firm invested $29 million USD in the company to accelerate brand expansion in the usa before taking it global.
The brand re-launched in its new, maximalist, digital-first incarnation in 2022 by brother-sister duo Oran Holtzman and Shiran Holtzman-Erel. “When I acquired IL MAKIAGE not too long ago, I had a clear vision for future years – to construct a worldwide, professional, high-end makeup brand,” said brand CEO, Oran. “We have invested significant resources to help develop IL MAKIAGE, creating a state of the art R&D division, enhancing our product offering, and creating a unique shopping experience of our mono-brand makeup boutiques.”
PB: What inspired you to launch Il Makiage like a modern, digital-first beauty offering?
“My sister and that i sought to produce probably the most inclusive, prestige beauty lines for all, while leaning heavily into technology. From the gate, we decided to develop a digitally-native beauty brand since we truly thought that the wonder category was ready for digital disruption.
PB:” What inspired you to definitely launch the brand using the PowerMatch quiz?
“Included in our tech-first approach, IL MAKIAGE built the PowerMatch algorithm, an AI algorithm that utilises machine understanding how to precisely match beauty complexion products (foundation, concealer, etc.), with more than 90% accuracy, without ever seeing the consumer's face. We know how complex it is to obtain the perfect shade, so by utilizing technology, we're able to supply the solution that customers clearly were hoping to find.”
PB: How perhaps you have gotten the PowerMatch quiz to be so accurate?
“For more than a year, our data science, R&D and engineering teams have emerged the results of millions of data suggests create the initial algorithm. Up to now, over 20 million users have taken our PowerMatch quizzes which, using machine learning, is constantly on the improve every day.”
PB: Why the transfer to Australia for Il Makiage now?
“As a new brand to the Australian market, it certainly is exciting for all of us to see which products resonate in every territory, and we're super grateful for the moment enthusiasm from Australian consumers. It had been clear to all of us that people could be launching around australia ASAP after our UK and Germany launches as Australia is a key market in our strategic plan because of its high usage of complexion products and appreciation of the Australian consumer for high quality prestige beauty products like ours.”
IL MAKIAGE | Makeup & Beauty Products rich in Standards
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