We’re delighted that Illamasqua, the beauty brand we created alongside our chairman, Julian Kynaston, has been acquired by The Hut Group (THG). Since its creation in 2008, Propaganda has been vital in helping the business to achieve cult-status. 

Julian will continue his work at Illamasqua under the deal, helping maintain a consistent brand delivery, as well as Illamasqua’s trademark creativity and individuality.

Illamasqua will be joining brands such as Glossybox, Grow Gorgeous and Lookfantastic.com at The Hut Group. Over the past year, THG and Illamasqua have forged a relationship and online channel partnership, through which, Illamasqua came to consider them as the right partner to help the brand to realise its full potential.

Julian Kynaston, Propaganda Chairman and Founder of Illamasqua said: “I am truly excited about The Hut Group’s acquisition of Illamasqua. We have been working with THG for over a year now and have seen great successes, so this move was a natural step for the brand. Finding the right partner, with whom we could align our vision for the future, was of crucial importance and I’m in no doubt that The Hut Group’s digital strength and marketing expertise will take Illamasqua to the next level.”

Within the deal, THG has pledged to continue supporting Illamasqua’s strong values and principles, including the decision to not test on animals. Illamasqua is well known for championing of individuality, diversity and self-expression, as ardent supporters of the Sophie Lancaster Foundation. 

We’re really excited that Illamasqua has moved up to the next level, and having taken many of our other client’s businesses to exit, we’re in no doubt as to the importance of this move for the business. We’ll stay involved and look forward to the growth that this investment will allow.