IL MAKIAGE
IL MAKIAGE is a New York-based, direct-to-consumer prestige color cosmetics brand that uses its proprietary PowerMatch AI shade-matching algorithm and a social commerce front-end to sell foundation, concealer, primer, brow, lip, and eye products to beauty-conscious women online.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What IL MAKIAGE does
IL MAKIAGE is a direct-to-consumer prestige color cosmetics brand operating exclusively through its e-commerce platform, serving beauty-conscious women who purchase foundation, primer, concealer, brow, lip, and eye products online. The company is operated by Oddity Global Ltd., trading as IM PRO MAKEUP NY, a subsidiary of US-based parent company Oddity Tech, and is headquartered in New York.
The brand is differentiated by its proprietary PowerMatch algorithm, an AI-driven shade-matching system that uses a short quiz and image analysis to recommend foundation, concealer, primer, and brow shades in roughly 90 seconds. The technology stack has been extended through the 2021 acquisition of Israeli hyperspectral imaging startup Voyage81 for $40 million, giving the company computer vision capability beyond quiz-based matching. The customer experience pairs this personalization layer with a social commerce front-end in which influencer-curated looks are browsable and shoppable on the site.
Revenue is generated primarily through one-time direct online purchases of cosmetic products priced at $38 for foundation, with an optional subscription offering for recurring delivery. Marketing relies on influencer-driven content, email capture, and paid social advertising. As of 2025, the parent company reported a 60+ million user base, Q2 2025 net revenue of $241 million (25% year-over-year growth), and a raised full-year 2025 revenue outlook of $799-$804 million. Recent strategic activity includes geographic expansion into the UK, Canada, Australia, and Germany, the acquisitions of biotech firm Revela and Israeli tech firm Fionic, and a planned fall 2025 launch of a dermatology-focused brand alongside the existing SpoiledChild supplement label.
IL MAKIAGE firmographics
Firmographics- Name
- IL MAKIAGE
- Legal name
- Oddity Global Ltd. d/b/a IM PRO MAKEUP NY
- Website
- https://ilmakiage.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- IL MAKIAGE is a New York-based, direct-to-consumer prestige color cosmetics brand that uses its proprietary PowerMatch AI shade-matching algorithm and a social commerce front-end to sell foundation, concealer, primer, brow, lip, and eye products to beauty-conscious women online.
- Ownership category
- akta.pro rank
IL MAKIAGE industry classification
Industry- Product category
- Prestige Beauty / Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industries
- Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)
Keywords
Where IL MAKIAGE is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
IL MAKIAGE business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Technology or R&D, Personnel, Operations
Revenue model
- Direct Product Sales: Revenue generated from direct-to-consumer online sales of makeup and beauty products including foundation, concealer, primer, and other cosmetics. Customers purchase through the e-commerce platform and products are shipped directly to consumers.
- Subscription Model: Optional subscription service for regular product deliveries, allowing customers to receive their favorite products on a recurring basis
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Foundation products at $38 per unit |
| Freemium | Pay-as-you-go | Try-before-you-buy quiz option |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
IL MAKIAGE product offering
Product offeringCore offering
IL MAKIAGE is a direct-to-consumer prestige beauty brand that sells makeup products (foundation, concealer, primer, brow, lip, and eye products) through its own e-commerce platform. Its proprietary PowerMatch AI algorithm matches customers to their ideal foundation shade in approximately 90 seconds, and the platform combines product shopping with shoppable influencer-generated looks and tutorials.
Product overview
IL MAKIAGE is a direct-to-consumer beauty brand operated by parent company Oddity Tech. The core offering centers on AI-powered shade-matching products including Foundation, Primer, Concealer, and Brow products, all driven by the proprietary PowerMatch algorithm. The platform combines e-commerce with influencer content, allowing customers to browse trending looks and shop products featured by social media creators. Additional offerings include Lip and Eye products. Parent company Oddity has also acquired biotech startup Revela and Israeli tech firm Fionic, and plans to launch a new dermatology-focused brand in fall 2025. The company also owns supplement brand SpoiledChild.
Differentiator
Problem solved
Functional benefit
Products and services
- Foundation (PowerMatch) AI-matched prestige foundation priced at $38 per unit, with a PowerMatch quiz that recommends the customer's optimal shade and formula based on quiz answers and image analysis.
- Primer (PowerMatch) AI-matched primer product selected via a PowerMatch quiz based on the customer's skin type and desired finish.
- Concealer Concealer product with an AI-powered shade-matching quiz that helps customers select the right shade for under-eye coverage and blemish concealment.
- Brow Products Brow products offered in a range of shades to support full, bold, tamed, or natural brow styles, with AI-powered shade matching via PowerMatch quiz.
- Lip Products Lip color and lip care products sold through shoppable influencer looks and tutorials on the platform.
- Eye Products Eye makeup products, including eyeshadows, presented through influencer-generated looks and tutorials that customers can shop directly.
Quantifiable outcome
- Over 1 million customer reviews on foundation product
- +1 more outcomes
Companies that use IL MAKIAGE
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
IL MAKIAGE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature3 records
IL MAKIAGE partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Voyage81coreIL MAKIAGE acquired Israeli startup Voyage81 for $40 million. Voyage81 specializes in hyperspectral imaging technology for smartphones. The acquisition aims to enhance IL MAKIAGE's AI and machine learning capabilities for its beauty and wellness products and services.
- RevelacoreUS biotech startup acquired by parent company Oddity Tech to support growth strategy and enhance technology capabilities.
- FioniccoreIsraeli tech firm acquired by parent company Oddity Tech to support growth strategy and enhance technology capabilities.
- SephoraminorParent company Oddity Tech mentions retail partnerships with Sephora as a requirement for beauty tech funding in NYC market.
- Ulta BeautyminorParent company Oddity Tech mentions retail partnerships with Ulta as a requirement for beauty tech funding in NYC market.
- TargetminorParent company Oddity Tech mentions retail partnerships with Target as a requirement for beauty tech funding in NYC market.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
IL MAKIAGE competitors and assessment
Company assessmentDirect peers
- Glossier: Direct-to-consumer prestige beauty brand with a digital-first GTM and strong social/community-led discovery model. Highly comparable to IL MAKIAGE's influencer-driven, e-commerce-only approach targeting millennial beauty consumers.
- Fenty Beauty: Fenty disrupted prestige beauty with a tech-forward, inclusive shade-range proposition and direct-plus-retail distribution. Comparable to IL MAKIAGE on prestige positioning, AI/digital shade matching, and social-led brand building.
- Rare Beauty: Celebrity-founded, digitally native prestige beauty brand built around social/community marketing and viral product drops. Comparable to IL MAKIAGE's premium-but-accessible positioning and influencer-anchored demand generation.
- Charlotte Tilbury: Prestige color cosmetics brand with strong digital storytelling, premium pricing, and AI-assisted shade/finding tools. Closely comparable to IL MAKIAGE on premium face-makeup leadership and tech-enabled shade discovery.
- Pat McGrath Labs: Prestige makeup brand from a celebrity MUA, with high-end pricing and bold color cosmetics positioning. Comparable to IL MAKIAGE on prestige tier, foundation/face category leadership, and creator-driven brand identity.
- Kosas Cosmetics: DTC-led clean beauty brand focused on complexion (foundation, concealer, primer). Comparable to IL MAKIAGE on the AI-powered shade/quiz try-before-you-buy experience and premium-but-direct pricing.
- Tower 28 Beauty: DTC-born beauty brand now distributed at Sephora, focused on sensitive-skin-friendly face and color products. Comparable to IL MAKIAGE on digitally native GTM and complexion-category concentration.
- Trinny London: Tech-driven, stackable beauty brand built around personalization and shade matching with strong DTC + retail mix. Comparable to IL MAKIAGE on AI-personalization, shade-matching quiz UX, and premium face/cheek products.
Broad incumbents
- Estée Lauder (MAC / Estée brands): Global prestige beauty conglomerate whose MAC and Estée Lauder foundations directly compete with IL MAKIAGE's foundation/concealer SKUs. Comparable on category leadership, prestige positioning, and increasingly on AI shade-matching digital tools.
- Sephora (Shop-in-shop brand partners): Multi-brand beauty retailer and distribution channel referenced as a strategic requirement in Oddity's NYC beauty-tech positioning. Comparable as both a channel and a competitive set for AI-driven color cosmetics brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
IL MAKIAGE social profiles
Digital presenceIL MAKIAGE financial estimates
Financial estimateRevenue estimate
Valuation estimate
IL MAKIAGE leadership team
Management profileNumber of profiles
Profiles6 records
IL MAKIAGE subsidiaries and ownership
Company hierarchySubsidiaries3 records
IL MAKIAGE funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IL MAKIAGE M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IL MAKIAGE
What does IL MAKIAGE do?
IL MAKIAGE is a direct-to-consumer prestige beauty brand that sells makeup products (foundation, concealer, primer, brow, lip, and eye products) through its own e-commerce platform. Its proprietary PowerMatch AI algorithm matches customers to their ideal foundation shade in approximately 90 seconds, and the platform combines product shopping with shoppable influencer-generated looks and tutorials.
Is IL MAKIAGE a public or private company?
IL MAKIAGE is a private company. It is classified as venture growth investor backed and is currently operating.
When was IL MAKIAGE founded?
IL MAKIAGE was founded in 2015. It employs 101 to 250 people.
Where is IL MAKIAGE based?
IL MAKIAGE is headquartered in New York, United States, in the North America region.
How does IL MAKIAGE make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Model.
Who are IL MAKIAGE's main competitors?
Direct peers on record are Glossier, Fenty Beauty, Rare Beauty, Charlotte Tilbury, Pat McGrath Labs, Kosas Cosmetics, Tower 28 Beauty and Trinny London. Broad incumbents are Estée Lauder (MAC / Estée brands) and Sephora (Shop-in-shop brand partners).
Does IL MAKIAGE have an API?
No public API is recorded for IL MAKIAGE.
What industry is IL MAKIAGE in?
IL MAKIAGE's product category is Prestige Beauty / Color Cosmetics. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABACAB, Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer). Its NAICS code is 45612 and its SIC code is 2844.