How does il makiage work

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Last updated: April 8, 2026

Quick Answer: Il Makiage is a direct-to-consumer cosmetics brand founded in 1972 by Ilana Harkavi that uses an AI-powered foundation matching system called PowerMatch Algorithm. The company operates primarily online with a try-before-you-buy model where customers can test products for 14 days before paying. In 2021, Il Makiage was acquired by L Catterton for approximately $1.5 billion, and its parent company Oddity Tech went public in July 2023 with a $1.7 billion valuation.

Key Facts

Founded in 1972 by Ilana Harkavi
Acquired by L Catterton in 2021 for approximately $1.5 billion
Parent company Oddity Tech went public in July 2023 with $1.7 billion valuation
Uses AI-powered PowerMatch Algorithm for foundation matching
Offers 14-day try-before-you-buy policy

Overview

Il Makiage is a cosmetics brand with a unique history and business model. Originally founded in 1972 by makeup artist Ilana Harkavi as a high-end professional makeup line sold in department stores, the brand underwent a significant transformation in 2018 when it was relaunched as a direct-to-consumer digital-first company by Harkavi's daughter, Oran Holtzman. The brand is now part of Oddity Tech, a technology company that went public on NASDAQ in July 2023 under the ticker ODD with a valuation of approximately $1.7 billion. The company's headquarters are in Tel Aviv, Israel, with additional offices in New York City. Il Makiage's revival focused on leveraging technology to solve the common problem of finding the right foundation shade, which research shows 80% of women struggle with. The brand positions itself as offering professional-quality makeup with a tech-enabled shopping experience, distinguishing itself from traditional beauty retailers.

How It Works

Il Makiage operates through a technology-driven process centered around its proprietary PowerMatch Algorithm. Customers begin by taking an online quiz that asks about skin type, tone, concerns, and preferences. The algorithm analyzes responses and photos (if provided) to recommend the perfect foundation match from their range of 50+ shades. Once a match is suggested, customers can order the product with a 14-day try-before-you-buy policy where they only pay if they decide to keep it after testing. The system continuously improves through machine learning from customer feedback and purchase data. Beyond foundation, the brand offers a full range of makeup products including concealer, mascara, and lipstick, all available through their e-commerce platform. The company uses data analytics to inform product development, creating formulas based on consumer preferences identified through their platform.

Why It Matters

Il Makiage represents a significant shift in the beauty industry by demonstrating how technology can enhance the cosmetics shopping experience. Their AI-powered matching system addresses a major pain point for consumers who traditionally had to guess their foundation shade when shopping online or test products in stores. The try-before-you-buy model reduces purchase anxiety and returns, creating a more sustainable business model. The company's success has influenced other beauty brands to invest in similar technology, with the global beauty tech market projected to reach $189 billion by 2027. Il Makiage's approach also shows how legacy brands can successfully reinvent themselves for the digital age, combining decades of cosmetic expertise with modern technology to create a differentiated customer experience that bridges the gap between online convenience and personalized service.