Dawn of a midnight brand.

Client: Illamasqua
Project: 3D Brand languge  
Services: Product strategy, Concept design, Concept development, Engineering, Manufacture liaison

Hailed as the fastest growing make-up brand in history by Vogue, Illamasqua has become a cult British fashion icon across the globe. Its top team – including make-up artist and creative director Alex Box – challenge the status quo through creative imagery that tests the homogenised nature of the beauty industry.

Ten years ago when working with Illamasqua on developing its 3D brand language the company was still a start-up. Now, as a fully established make-up brand, that brand language has stood the test of time in allowing users to express their individuality and make a statement. 

Designing an icon.

Curventa created from scratch an iconic design language for the brand that built upon Illamasqua’s rich heritage. The end result is a confident, mature and premium product line-up that extends into several ‘alter-ego’s’ while maintaining the brand values and promise. 

The impact.

The new brand language had such an impact in the beauty market at the time that it catapulted Illamasqua into becoming a fast-expanding global business, with a market leading reputation and a large portfolio of revolutionary products. From a simple idea to large store-fronts, Illamasqua has grown and matured into a cornerstone of the modern beauty market. 

Awards, press and coverage.

Since the brand launched in 2008, Illamasqua’s global rollout includes:

• 3 stand-alone stores in London, Leeds and Liverpool, with in-house make-up artists.

• 8 department store concessions in the UK, including Selfridges in Oxford Street, London.

• 500 Sephora stores in the US

• Canada, Australia, Croatia and Middle East markets through Bloomingdales and Harvey Nichols

Along the journey, Illamasqua has also won several awards including;