The approach may be eccentric: Illamasqua encourages self-expression of the bolder person hidden inside us and defines itself as "make-up for your alter ego", which may have you pouting purple or teal lips.
The British beauty brand has been toeing this fine line since making its debut in 2008. Its roots stem from the dark and illicit 1920s club scene combined with the heritage going into the manufacture of make-up for films and theatre. As such, its colourful collections are accompanied by dramatic avant-garde looks that display freedom of expression.
"A misperception about Illamasqua is that it's make-up for young people when we believe that beauty has no age limits, which is communicated in our Generation Q campaign," said Joseph Corre, the brand CEO, who was in town recently to open its first counter in Thailand, at Central Chidlom department store.
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