Il Makiage Flawless Base Foundation ($44) Has Over 125,000 Five-Star Reviews on Instagram and TikTok

Have you seen the viral Instagram ads for il Makiage Foundation? Their tech-driven beauty brand’s PowerMatch quiz promises to quickly find you your ideal shade match within 10 seconds.

As part of their direct-to-consumer company’s return policy, this foundation can be tested out for 14 days at only $5 shipping cost per bottle – so is this foundation any good?

What is Il Makiage?

TikTok and Instagram users who frequent these platforms may have come across Il Makiage products during a viral marketing campaign involving 10-second stories showing people theatrically altering their skin using this foundation product, which made an appearance. This campaign spread quickly throughout social media feeds in an unprecedented viral campaign by Il Makiage foundation company.

Oran and Shiran Holtzman-Erel founded tech-focused beauty brand SkinRx in 2018, launching in the UK by 2020 and quickly growing popular. Their proprietary PowerMatch technology utilizes machine learning algorithms to match complexion products without ever seeing your face!

The brand’s ‘Woke Up Like This’ Flawless Base Foundation features a lightweight formula that subtly blurs imperfections for an even, natural-looking complexion. Hyaluronic acid helps bind moisture to your skin for a more luxurious finish and ensure smooth results.

The foundation costs $45 and can be purchased from their website here, along with samples of three other products to try. If any samples do not interest you, simply return them and only pay shipping. WH Beauty Editor Perdita Nouril and Ecommerce Editor Jessica O’Donnell were lucky enough to try the product out firsthand and provide feedback.

What is the Woke Up Like This Flawless Base Foundation?

Have you seen those viral Il Makiage Instagram and TikTok ads touting its seamless coverage and perfect shade matches? Their flagship product, Woke Up Like This Flawless Base Foundation ($44), boasts over 125,000 five-star reviews on Amazon alone! Interestingly enough, its hyaluronic acid formula may even help prevent dry patches or fine lines from showing through with other full coverage foundations that highlight them more distinctly than others.

The goal of their PowerMatch algorithm is to make online shopping for makeup simpler, and asks several questions related to application and undertones that aim at matching you to the ideal foundation bottle. Development took over a year; according to CEO Oran Holtzman it can continue learning with feedback from customers to provide even better results in future searches.

After taking the quiz, we found it relieved a great deal of pressure off finding our foundation shade. Its questions were easy to follow and respond to; making for a quick and straightforward process. Unfortunately, some editors were unconvinced of their results being accurate so had to retake the test several times until their satisfaction had been reached.

Results were generally accurate, though we found the shade we received did not exactly correspond with what we typically wear. Luckily, we were able to swap it out for one that worked much better and found the foundation held up throughout the day when combined with lightweight primer (Junior Editor Emma favors Ultra Violette Supreme Screen Hydrating Facial Skinscreen SPF 50+), as well as finishing off our look with some pressed powder to reduce shine.

How do I find the right shade?

Il Makiage has made waves in the beauty industry with their groundbreaking foundation product. They claim their online shade-matching quiz can accurately identify an ideal foundation match without actually seeing your face, taking over a year for development before their CEO Oran Holtzman feels confident it works.

The quiz asks several simple questions about your skin type, preferred application method (sponge, brush or fingers) and coverage desired. After answering those questions, the software selects several pictures with skin tones most similar to your own and compares that against an image of your face for a best match – making the entire process simple and taking only minutes!

Once you find your perfect shade, the brand will send a full-sized bottle for free (you only pay shipping) and allow you to test it out for 14 days before returning it if it doesn’t suit. They’ll even donate it directly to Project Beauty Share so there won’t be any user error and money wasted on products you won’t ever wear! It’s an effective policy that takes user error into consideration as well as ensures you don’t spend money on something you won’t use!

The foundation itself is lightweight yet full coverage and perfect for all skin types. Non-comedogenic and hypoallergenic, with the addition of hyaluronic acid which helps retain moisture in your skin by binding water molecules directly. As a result, it’s an invaluable asset for dry skin or those prone to flaking and tightness issues.

Is Il Makiage a good brand for mature skin?

Il Makiage offers high-performing, natural-looking foundation. Their “Woke Up Like This” Flawless Base Foundation blurs imperfections to create an even and natural skin tone while offering anti-aging ingredients such as hyaluronic acid and vitamin E to smooth fine lines and wrinkles – without leaving you with cakey coverage or heavy coverage!

Brand was introduced to the beauty world through an Instagram marketing campaign featuring users theatrically changing their skin with its product. Since then, New York-based makeup brand has expanded into offering high-performing cosmetics like lipsticks, eyeshadow palettes, blush and bronzer, but their best seller ‘Woke Up Like This’ Flawless Base Foundation has garnered over 450,000 5-star reviews on Amazon alone!

No surprise for such a tech-focused brand as it utilizes technology to match customers with the ideal shade of foundation. CEO Oran Holtzman notes that their “PowerMatch Quiz” takes just seconds and matches you based on both photo and skin tone to find their shade, often times within just minutes! Their algorithm gets it right over 90% of the time according to Oran Holtzman!

Though their approach to finding shades is innovative, it wouldn’t have been possible without their revolutionary foundation formula. Lightweight yet full coverage foundation that feels and looks as if nothing is on you while simultaneously concealing blemishes, dark spots, and redness with ease and lasting all day without fading or flaking off throughout the day is only made possible thanks to their revolutionary formula.

Beauty cynics who remain skeptical may appreciate that the brand offers an innovative try before you buy program that allows customers to test out foundation at home for 14 days with free shipping and no further obligations incurred if it doesn’t meet expectations. Should it not work out, simply send it back without incurring further fees.

Do celebrities use Il Makiage?

TikTok and Instagram videos promoting this foundation brand have made it a fan-favorite among celebrities like Sydney Sweeney. She recently revealed in a Vogue Beauty Secrets video that it is her go-to foundation product.

Oddity (the direct-to-consumer beauty and wellness platform that also contains Spoiled Child skin and hair care brand), has not announced plans for an initial public offering; however, CNBC reports that they have seen growth while making money despite operating entirely online retailers in a competitive retail environment.

Woke Up Like This Flawless Base Foundation now offers a trial kit. It includes full size product with a 14 day return period if it doesn’t meet with your approval.

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