Julian Kynaston, CEO of Illamasqua and founder of the successful UK marketing agency Propaganda.

“Make-up for your alter ego”

London, UK.

When Illamasqua launched:
November, 2008.

Their products are crafted in varying sized acrylic containers, topped with a sleek black lids and the iconic Illamasqua logo scrawled in white on the side.

Known For:
Their lines sport such titles as Sirens, Dystopia, Body Electrics, Art of Darkness, Toxic Nature,  Theatre of the Nameless, Human Fundamentalism, and Naked Strangers all which conjure a feeling of old time mysticism and aesthetic decadence. The imagery behind these seemingly unusual tiles spur from the essence of 1920’s Berlin, iconic mythology and most of all, the sub-cultural nightlife in London.

The Illamasqua team have also been committed to changing attitudes towards the negative stigmas surrounding alternative subcultures. Their philosophy encourages the masses to embrace their individuality through unfiltered self expression.

Cult Classics:
One of the most coveted products is the Illamasqua sealing gel.  One drop of this gel mixed with any powder eyeshadow or pigment can transform the product into a long-lasting waterproof eyeliner or body paint. Another must have product is the legendary Box lipstick; aptly named by Alex Box herself whom desired to concoct the perfect blue-based red.

Brief History

Illamasqua is a British cult cosmetic brand that emerged on the scene in London in November 2008. The company has since been slated as one of the fastest growing brands in cosmetic history. With an emphasis on individuality, Illamasqua’s CEO Julian Kynaston and a trio of iconic artists came together to create a cosmetic line that would engage consumers on an emotional level along with the longevity of professional products.

Julian Kynaston founder of Propaganda, a successful marketing agency in the UK joined forces with makeup artist Alex Box, musicians David Vanian of the Damned, and Anja Huwe of Xmal Deutschland to conjure up a line that had never been seen before; doused in subculture and fused with the intoxicating glamour of the night and unusual beauty that lurks within it.

The visuals that accompany their lines are reminiscent of Hollywood screen vixens combined with the added darkness and almost unpredictable pomp of rock and roll. Their tag-line “Make-up for your alter ego” encourages a more daring manifestation of beauty, beckoning us to unleash our most secretive selves.

Within three years Illamasqua is quickly becoming a favourite among professionals and beauty enthusiasts alike and has already managed to hit stores in Europe, Australia and several Sephora locations across the U.S. Illamasqua is also a proud supporter of the Sophie Lancaster foundation. If you would like to find out more information about the cause, check out  their official site.

My Top Picks:

  • Scarab nail varnish
  • Sealing gel
  • Box Lipstick
  • Stark eyebrow cake

Interested in Illamasqua? Check out my interview with Junior Brand Manager Alex Cummins. Also check out my look inspired by Illamasqua’s Toxic Nature Collection – Toxic Butterfly!


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