Il Makiage launched at the height of the Instagram makeup era in 2018. Fast forward to 2025, and the brand is still hyped for its hero products. One of its bestsellers is the viral woke up like this flawless base foundation, which is available in 50 shades. The f*ck I’m flawless multi-use perfecting concealer is also hugely popular, as are two of its mascaras.
It’s a mid- to high-end brand, similar to Ilia, Makeup By Mario, and Hourglass, with skin base products ranging from $30 to $45, and mascaras costing $29. Where it differs, though, is that it’s online-only, meaning you can’t test the products before you buy them — so you’ll have to trust its shade-matching service, which has been designed to help you find a color match at home. Don’t let this put you off because there’s a 30-day no-questions-asked free returns policy, so you can send back anything that you don’t love.
