British make-up brand Illamasqua is soon to land in Leeds with the opening of a new shop in the Victoria Quarter, Leeds. The evolving brand is the brainchild of Yorkshire marketing professional, Julian Kynaston, who without any previous experience in the beauty industry, launched the brand to fulfil his passion for the alternative and theatrical.
“Illamasqua is the product of a heady mix of influences. Its roots stem from the dark and illicit 1920s club scene and combine a rich heritage in the manufacture of make-up for film and theatre. It also takes inspiration from members of the ‘alternative scenes’ for whom self expression is paramount.”
In 2010, Agent Provocateur co-founder and son of fashion legend Vivienne Westwood, Joseph Corre, joined Illamasqua and has since helped develop and evolve it into a rapidly expanding beauty brand. With his punk background he appears to be the perfect person to assist in the expansion of this avant garde company.
The make-up range, it’s name deriving from a combination of ‘illusion’ and ‘masquerade’, is certainly not shy of the unconventional and various looks demonstrated on the beauty website show the full potential of the products.
Although there are not many times when you can sport full blown tiger stripes, there is certainly scope to use the products for a more everyday look. Big and bold palettes can be layered for a more intense look or softened to add a hint of character.
Illamasqua also offers courses in the art of make-up at their West End flagship store to suit the skill levels of professionals, student make-up artists or simply those who have a love of self expression. Information for these courses can be found at www.illamasqua.com/professionals/somua/
It is great to have the brand come to Leeds and I will certainly be popping in to restock my make-up bag. I may just stick to the odd bit of lippy however, as I think turning up to work with heart make-up would perhaps raise a few eyebrows…