Profile
I
f Illamasqua had its own show it would be an all-singing, all-dancing spectacle of cabaret complete with fl ame-throwers and sword- swallowers. T ere is no other beauty brand
with more audacity or eccentricity than Illamasqua and none that celebrate diversity with such commitment. Julian Kynaston, the brand’s founder, is a strapping Yorkshire man; perhaps not the kind of person one might imagine as the founder of a makeup company, but with his forthright attitude and free-thinking approach he really embodies the philosophy of Illamasqua. Talking about his decision to found the company, Julian explains, “I have been fascinated with the alternative scenes for many years now and I wondered if any part of their DNA could possibly translate to the high street. T at small nugget of an idea led us to form Illamasqua.” Since then the company have introduced a refreshing new take on beauty. T eir fi rst fragrance, Freak, subverts the idea that diff erent is undesirable with its concoction of exotic and unconventional fl owers such as Back Davana and Opium Flower. T eir emergence onto the market has also seriously challenged the major players of the cosmetics world and when I ask Julian about this shake-up he jokes, “I think it was always going to take some bloke from Yorkshire to do that. No old school industry insider would be brave enough!” T e company is diff erent from other cosmetics
companies because of the way it views the role of makeup. For Illamasqua, makeup is not for concealing crow’s feet or banishing bags. “Illamasqua celebrates idiosyncrasies,” Julian says, “We see beauty in imperfection and enable every Illamasqua man and woman to celebrate their own exquisiteness.” It is clear that Julian strongly dislikes the stereotypical ideals of beauty manufactured by the industry and balks at the notion that women should adhere to rules of perceived appropriateness such as age restrictions on wearing lots of colour. Of the kind of person who might fi nd the freedom and playfulness of
Illamasqua appealing, Julian states confi dently, “T ey are not prepared to be told what to do by a faceless, grey-suited marketer whose only motivation is to make lots of profi t.” T e idea that women and indeed men should
be made to feel like there is an age to stop using makeup creatively is clearly off ensive to Julian who sees it as a tool for self-expression, not as a means to hide wrinkles. “We enable people to discover and play with their alter ego like no other brand can,” he explains, “Just think about how it feels when you dress up for a fancy dress party. It feels
complimentary and you can stay for as many as you like. Anyone can turn up and there is no limit on age. In fact, Illamasqua have also recently launched a new collection called “Generation Q”, the face of which is the elegant and fresh-faced Evelyn. “Evelyn is one of the seven personalities we chose to convey Generation Q,” Julian explains. “She’s 72 years old, has a vibrant personality and loves to express herself through her makeup and for that she is beautiful.” One thing that is clear, having spoken to Julian, is the brand’s strong principles. T e company is a
great because it’s not you, but it is really, and you can relax, behave diff erently and have fun. With Illamasqua you can feel like that every day, all 365 of them.” T e brand’s commitment to helping people feel beautiful in their own skin knows no bounds and excludes no one. T e company even have a funeral makeup service in partnership with Leverton & Sons and although this may sound odd, it’s actually nothing new. “T e Egyptians were doing this thousands of years ago,” Julian points out. “If a deceased person is dressed in the clothes they looked and felt good in then why shouldn’t their makeup also look great as they pass into their afterlife?” It’s a good question and one that Illamasqua have dared to answer.
For their customers with a pulse, the company has a variety of off erings to excite and inspire, including their Beauty School Drop-In service, which launched at Illamasqua Liverpool on the 14th October. T is gives consumers an opportunity to pick up valuable tips from a team of talented makeup artists through a series of fi fteen minute master classes, including “Pout Perfection” and “T e Smoky Eye”. Even better, the classes are
fi rm supporter of the Sophie Lancaster Campaign and commissioned a fi lm called “Dark Angel” to remind people about her murder, a tragedy that occurred simply because she looked ‘diff erent’. T is fi lm has been screened internationally on MTV and YouTube and has amassed thousands of views so it has clearly succeeded in its aim to encourage open-mindedness. Illamasqua are also very passionate about animal welfare. When I ask Julian about the brand’s proudest moments he replies, “We have recently made the decision not to sell in China as we are not prepared to break our pledges on animal testing. No matter how big we become, our principals come before our profi t, and for that I am extremely proud.” Illamasqua is a brand that dares to be diff erent
and, after talking to the man behind it all, I am convinced that they will keep on making waves in the industry. Of the company’s future, Julian says, “We will concentrate on what is continuing to create mind-blowing collections; bringing stunning and innovative products to market and taking our customers on an un-manipulated journey of free-thinking.”
For more information visit
www.illamasqua.com
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