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D2C Makeup Brand Il Makiage Launches Trial Foundation Program

  • Glossy, Monday, March 11, 2019 9:36 AM

Last week Il Makiage debuted "a foundation-matching quiz (with a proprietary algorithm) and a try-before-you-buy program," reports Glossy. "Moving forward, the brand plans to expand both the algorithm and the full-size tryout to other products beginning in April," according to its CEO Oran Holtzman. "As a DTC brand, we are more flexible and have more control around voice, prices and product offers. We could never have done what we are doing now, if we had wholesale partners,” Holtzman told Glossy. “But having said that, a DTC brand is much harder to grow, so that’s why we are coming up with this technology.”

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