Illamasqua. Home grown brand. Worldwide Acclaim.

At Propaganda, we don’t just build clients’ brands; we create our own.

Founded in 2008, we launched Illamasqua with a mission to be the first British, premium colour cosmetics brand to forge an emotional connection with consumers.  At the time of its conception, the make-up industry was homogenised. Illamasqua set out to celebrate and embrace true diversity across age, gender, skin and communities under-represented in the beauty industry.

Since then, the brand revolutionised the global beauty industry with professional, long-lasting, colour-intense makeup available online and in premium retailers, including Selfridges and Sephora and pioneered a new era of make-up advertising being adopted by brands today.

Hailed by press and influencers alike, Illamasqua gained status as the most significant makeup brand to launch in 20 years, inspiring consumers to unlock their individuality.

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Stocked in 300+ locations across the globe.

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Dubbed cult beauty brand by british vogue.

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Obtained coolbrand® status.

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Mca winner: 2010 customer engagement.

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Successfully exited to the hut group 9 years after conception.