Adweek: A Newly Relaunched Beauty Brand Is Banking on Success by Embracing Maximalism

Our take: Brand unapologetically bucks the minimilist trend as it seeks to grow U.S. launch... | -----------------------

At a time when more and more brands are embracing a minimalist, millennial pink-covered approach, Il Makiage is betting on the opposite route.

The beauty brand, which relaunched in the U.S. last month, has an ideology that is all about maximalism and embracing your high-maintenance tendencies.

And with a robust and modern product arsenal...

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