IL MAKIAGE is a New York–based, technology-driven cosmetics manufacturer and beauty brand headquartered in Manhattan (SoHo), United States. The company was originally founded in 1972 by professional makeup artist Ilana Harkavi and later relaunched in 2018 as a digital-first beauty company under the leadership of entrepreneurs Oran Holtzman and Shiran Holtzman-Erel. Today, it operates as part of the consumer-tech platform ODDITY, focusing on direct-to-consumer (DTC) sales and AI-powered personalization in the beauty industry.
The company has experienced rapid growth due to its integration of advanced technology into cosmetics development and sales. IL MAKIAGE employs approximately 200–500 employees globally, with a significant proportion (around 40%) working in technology roles such as data science, machine learning, and product engineering. Its R&D capabilities are supported by dedicated research centers, including a major hub in Tel Aviv, where the company develops AI-based tools such as its proprietary “PowerMatch” algorithm for personalized product recommendations. The company leverages large-scale consumer data, computer vision, and analytics to design and manufacture high-performance cosmetic products tailored to individual users.
In terms of compliance and operational standards, IL MAKIAGE positions itself as a cruelty-free beauty brand and operates under standard cosmetic industry regulations in the markets it serves (including the U.S., UK, EU, and Australia). While specific certifications are not widely disclosed publicly, the company emphasizes rigorous product testing and quality assurance processes. As a direct-to-consumer brand rather than a traditional contract manufacturer, details such as MOQ (Minimum Order Quantity) are not publicly specified, since products are sold directly to end customers rather than bulk buyers. Overall, IL MAKIAGE combines cosmetics manufacturing with strong R&D, digital innovation, and global e-commerce capabilities, making it a leading example of a modern “beauty-tech” company.
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