– By Brittany Christina Waugh
NEW YORK—“I’m one high maintenance B” was the mood of IL MAKIAGE’s pop-up in New York City yesterday. Walking down Broadway, it soon became apparent that IL MAKIAGE meant business, seeing their flag high above the 490 Broadway building declaring, “Minimalism is Dead,” thereby solidifying their message: IL MAKIAGE is bringing sexy back for the makeup world.
The sibling pair founders of IL MAKIAGE, Oran Holtzman and Shiran Holtzman, embarked on a journey to create luxury and high-maintenance beauty products for the “bold and unapologetic.” In 2013, the duo decided to revive IL MAKIAGE and make products exclusively available for women in the industry, such as celebrities and professional makeup artists, available to all women with equally high standards in beauty products.
According to a press release per PR Newswire, the brand’s CEO and Co-Founder, Oran Holtzman, stated, “The brand’s ‘distinctive DNA’ and ‘100% High Maintenance’ message is not about wealth, possessions, or putting anyone else down, but rather about celebrating the powerful, intelligent, strong, driven women who know exactly what they’re worth, and demand to be treated accordingly. We spent the last five years developing products that would live up to her high standards.”
Upon entering the venue, guests were directed towards a lively, colorful room where DJ Ruckus was on deck. Champagne flowed and beautiful people milled about, while being treated to…*drumroll* SUSHI! The vibe was absolutely mesmerizing as guests took photos for BONNE NY, of course, and other photographers who were on hand, while also dancing to the tunes and happily mingling around the venue. In the room there were displays of all the products IL MAKIAGE had to offer. From their soft, vibrant Infinity Lip Creams to the Color Boss Squad Eye Palettes. They also offered their clients gift cards upon entry to purchase items from the collection.
The building was filled with industry peeps, naturally, including former Victoria’s Secret model, Shanina Shaik, who accompanied her husband, DJ Ruckus. Shanina was dressed to slay in her all black ensemble, along with her slicked, up-down hair-do. You could tell that she was feeling the vibe of IL MAKIAGE’s “High Maintenance” theme, as she indulged in the products, while interacting with the on-site makeup artists for a glamorized makeover.
Makeovers were offered to all guests in a setup constructed by Zaha Hadid Architects, which included a luxurious, black and white, striped tunnel, brimming with makeup and various makeup artists, working on different shades of women. The cosmetic brand offers fifty different shades of foundation for every skin tone, ranging in shades of Light, Tan, Medium, and Deep. The conveniently named foundation, ‘Woke Up Like This’, offers a natural glowing look for the skin with a flawless, natural, matte finish that will work for anyone looking for that perfected foundation base.
You could tell how ecstatic customers were, as they grabbed various products hand-picked by artists to help them with their new IL MAKIAGE looks. Erica Wesley from Ohio was amongst the many guests IL MAKIAGE had at yesterday’s event, who spoke to BONNE about the event and how “aesthetically pleasing” the venue was for her, especially being someone who works in and loves the beauty industry.
“I love the concept of ‘minimalism is dead,’ it’s a great theme for the brand and the quality of makeup is very good,” Erica said.
Personally, my favorite pick-ups from the brand was the Mineral Baked Blush in the color ‘Toxic,’ a deep orange-colored blush that is great for summer and the Lip Gloss in ‘Natural,’ a clear gloss that looks great with brown liner. The event was one of many that IL MAKIAGE plans to have for its U.S. shop launches in New York City and without a doubt, BONNE New York will be on the radar to watch people join the brand’s high maintenance and female empowering movement.