The Weekly Review: “Make-up’s new dominators”

Melbourne’s weekly magazineThe Weekly Review has recently published an article outlining Illamasqua as one of ‘Make-up’s new dominators’. They even chose to use an Illamasqua image as the hero picture. Thank you Weekly Review.

The article can be read below, or in full here.

Make-up’s new dominators

The one thing that never ceases to amaze me is how many new beauty brands enter the market each year. For every success story there are innumerable tales of failure.

The 1960s may have belonged to the make-up of Mary Quant. The ’70s were definitely owned by Revlon. The ’80s were shared by Estée Lauder and Lancôme. The ’90s were the heyday of make-up artist brands such as Bobbi Brown and Nars, but the decade of the noughties, some say, is still too close to call.

Well, you read it here first. I am crowning the noughties and the ’10s so far as decades of dominance by independent colour cosmetic brands.

These brands are no shrinking violets. They are bold and hungry to take over the world with their own mix of innovation, colour and style. Welcome to the new era of colour.


Inception 2008
Best products Colour pigments and Liquid Metal
Look for The new Skin Base foundation
Glam factor Sky-rocketing
Stockist Myer city

The guiding principles of the chairman and founder of Illamasqua, Julian Kynaston, are to “keep the difference and resist the norm”.

The brand was formed in 2008 under the umbrella of Kryolan, a respected industry supplier of cosmetics to television and films. It draws its inspiration from the 1920s hedonist German culture dens to the very visually influential British punk and new-wave movements.

In a few short years the company has gained industry kudos and is constantly coming up with products that are innovative and easy to use.

Kynaston recruited Dave Vanian (The Damned), Anja Huwe (lead singer of the German band Xmal Deutschland) and Alex Box to be the creative force behind Illamasqua. But it is Box who truly breathes life into the products. She is easily the make-up artist of the next millennium.

Posted by Lee Bennett.