From fashion to home decor and design, minimalism is the new gold standard for pretty much everything. But hardly any industry has embraced that minimal life more so than the beauty world. The industry, which had previously thrived off the idea of all.the.things., has seen a bit of a transition to clean packaging and barely there coverage—we're looking at you "no-makeup makeup."
But despite a move toward the Marie Kondoed life, there's one makeup brand that's encouraging the exact opposite. In fact, it's calling for all the maximalists out there. Meet IL MAKIAGE, a new “100% high maintenance brand" focused on those makeup lovers who aren't ashamed to admit they turn to a whole army of products to get their desired look.
The brand, which dropped just this June, launched with 1,000+ SKUs, including a foundation range with 50 shade offerings, lip products, and eye products. Although all of the products are exclusive to ilmakiage.com, if you happen to live in NYC, you can also visit the brand's shoppable exhibit in Soho.
Ready to see our picks from the new line? Click on and be sure to leave a comment below with which products you're excited to try!