Il Makiage is a tech-focused beauty brand based in

New York New York most commonly refers to: * New York City, the most populous city in the United States, located in the state of New York * New York (state), a state in the northeastern United States New York may also refer to: Film and television * '' ...

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...

. In May 2020 they launched in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and North ...

, launched in 2022, Canada in 2020, Germany in November 2020 and Australia in June 2021.

Name Origin

The name is an intentionally simplified version of the French word ''Maquillage'', meaning "makeup."

Company overview

Il Makiage was founded in 1972 by New York-based makeup artist

Ilana Harkavi Ilana ( he, אִילָנָה) is a Hebrew feminine given name, the female form of the word ''אִילָן'' (tree). Notable people with the name include: * Ilana Adir (born 1941), Israeli Olympic sprinter *Ilana Avital (born 1960), Israeli singer * ...

. 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. Dmitri Kaplun is the present CEO of the company.

Technology

The technology uses

machine learning Machine learning (ML) is a field of inquiry devoted to understanding and building methods that 'learn', that is, methods that leverage data to improve performance on some set of tasks. It is seen as a part of artificial intelligence. Machine ...

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. In August 2021, the company acquired computer vision startu
Voyage81
to further enhance their AI and machine learning capabilities.

References

Israeli brands {{Israel-company-stub he:איל מקיאג'