Il Makiage says it is "transforming beauty e-commerce" -- and has introduced a new way to shop online with the launch of its new influencer-based shopping platform.

Launching today is a new shopping platform -- intended to create a more compelling experience than consumers have previously had either in stores or online. It combines curated beauty inspiration, and content from hundreds of influencer partners that they create on their own portal called Kenzza.

Earlier this year, Il Makiage launched its "PowerMatch algorithm," leveraging machine learning to match consumers with one of 50 foundation shades with over 90% accuracy. To date, over 2 million consumers have completed the PowerMatch quiz, over the past seven months. 

An in-house tech team spent two years coming up with a way to "fix the current disconnected consumer journey," where shoppers live online, but try and purchase offline. The team engineered a seamless, automated process for beauty purchasing.

The brand says its new business model provides beauty lovers with "a highly differentiated and all-encompassing beauty experience" - linking inspiration, education, trial and purchase within a singular site.

Oran Holtzman, CEO, Il Makiage, says, "The entire industry knows that online beauty shopping serves mainly as a replenishment channel for most prestige brands. There is no doubt that the beauty consumer lives online, and yet, due to the current shopping deficiencies online, tries new products offline. We're on a mission to close the gap between online and offline by providing consumers with many of the same advantages physical stores are offering – a streamlined destination to gain inspiration, learn how to use the products to build a look, and try them risk free via our try-before-you-buy program, improving on a very scattered beauty journey."

Holtzman continues, "To achieve our goals, we needed to have a TON of fresh, daily content. So instead of creating videos in-house, we generated a new business model via deep, mutually-beneficial influencer partnerships to showcase their beautiful, creative content. We believe the platform is the first-ever influencer-based e-commerce platform."  

How It Works

Consumers start with a familiar swipe left/right interface to choose looks they're interested in -- and "machine learning" adapts to each individual's 'liked' looks and recommends the most relevant next look.

After selecting their favorites, they can learn how to achieve this transformation via a full video tutorial by that influencer. Il Makiage offers the option to choose up to four products to try at home, for free, before committing to purchase. Shoppers are also encouraged to comment, ask questions and interact with other consumers and influencers on the platform.

Launching with Hundreds of Influencers

Il Makiage is launching the site with hundreds of influencers and makeup artists (from micro to mega) to create unique looks exclusively for the Kenzza platform.

The brand states, "All of our partners, our Maximalists, receive a substantial percentage of sales driven by their looks, which are always authentic to their own brand voice."