Il Makiage


Il Makiage is a tech-focused beauty brand based in New York, United States.
In May 2020 they launched in the United Kingdom.

Company overview

Il Makiage was founded in 1972 by New York-based makeup artist Ilana Harkavi.
In June 2017, L Catterton purchased a minority stake of the company for $29 million. After the initial investment, brother and sister Oran Holtzman and Shiran Holtzman-Erel, who had previously purchased the brand, re-launched it in 2018 and started its digital approach.
Since launching, L Catterton has increased their investment to $44 million.
Oran Holtzman is the present CEO of the company.

Technology

The technology uses machine learning to match user's makeup foundation shade to skin tone using data from 700 different skin-tone combinations without seeing their face. In November 2019, Il Makiage acquired Israeli artificial-intelligence company NeoWize Inc. to integrate it with their machine learning programs.