Il Makiage, the fast-growing American beauty-tech brand, will debut in the Uk on Thursday with the launch of its direct-to-consumer website.
The company said it believes it’s a good time to launch in Britain given the lockdown as more consumers than ever are buying online. And it claims to have already “shifted millions of customers in the US from buying makeup offline to online”.
Found by Oran Holtzman, who’s the firm’s CEO, he said Il makiage will allow consumers “to discover high-quality make-up formulations, [and] shop directly from tutorials without the risk”.
It’s certainly an interesting concept with tech being a crucial part of the offer and the firm aiming to take the overall customer experience beyond simply buying products online, as well as getting influencers involved.
The digital-first prestige brand acquired NeoWize last year. This is a data science start-up that develops advanced active machine learning algorithms. The company is using its technology to boost Il Makiage’s customer experience.
It said the combination of the two businesses "allows for further innovation within the beauty industry, bringing together complementary capabilities in AI, data science and algorithmic thinking, for next-generation and enhanced optimization of e-commerce experiences”.
The biggest recent overhaul to the brand’s platform and business is the addition of an influencer affiliate platform via its video content. When a customer clicks on a video, they reach a new page showing them what products were used. The influencers involved then receive between 10% and 20% of the products’ sales figures.
The machine learning of the platform also adapts to each individual ‘liked’ look, so the brand can then recommend more relevant videos and products the more someone engages.