Il Makiage
“Makeup for Maximalists” / Creator-Led Launch
As a bootstrapped startup, Il Makiage needed a bold launch—right in the middle of the “no-makeup makeup” trend. With a 100-to-1 spending disadvantage.
Social listening led us to a rising movement: "maximalism"—a rejection of minimalism in favor of bold, high-maintenance beauty. It was the perfect fit.
We seeded the idea within a network of micro and nano influencers, sparking organic demand. With a minimal budget, we stretched the campaign for over a year, leveraging influencer content, remnant billboards, and user-generated ads.
Within 90 days, Il Makiage became the #3 beauty brand in the country—paving the way for its parent company’s IPO.
We created a social-first shopping experience for Il Makiage customers, allowing them to discover looks inspired by their favorite micro-beauty influencers. This experience was further expanded through TikTok tutorials.
While paid social media was instrumental in the initial rollout of the “Makeup for Maximalists” campaign, its true success was marked by an exponential increase in organic reach. Individuals who connected with our message began actively engaging with the campaign, reposting, sharing, and creating their own “Maximalist Moments,” significantly amplifying its impact.
We created hundreds of monthly assets for the brand, encompassing a variety of approaches including influencer-led makeup tutorials, gamified static posts, and promotional sales on featured products.
With growing momentum and increased budgets, we expanded the campaign's reach, kicking off with a teaser campaign in New York. We effectively repurposed the content originally crafted for social media, launching it across traditional media platforms.
When we got word we’d be on a Times Square Billboard, we knew we needed to bring the same energy that got us this far.
Success of the launch of the brand launch soon led to the ability for Il Makiage to open a retail location.