While the global world of cosmetics is trending towards the "fresh faced" look, Il Makiage believes that there's nothing wrong with having some fun, being loud, proud and being yourself.

To communicate this brand message, we decided that it was time to speak directly to confident, successful women who are equal parts swagger and substance. The campaign features four models ranging in ethnic diversity, with a “don’t give a f*ck” attitude; women who never apologize for being a woman. In this campaign, we sought to redefine classic phrases like “high maintenance.”

What before was a derogatory term, is now something to be proud of. After all, there’s nothing “high maintenance” about being strong and successful, having high standards, knowing your self worth, and demanding to be treated accordingly.

We partnered with Il Makiage to launch the brand in the U.S. Il Makiage is a high-end cosmetics company that creates long lasting, vibrant, unapologetic products.

In order to break through the bland beauty industry clutter, Il Makiage is fighting back against the trending minimalist makeup movement. Il Makiage encourages women to wear makeup, however they want, when they want, and to never feel ashamed of being unapologetically high maintenance.

Il Makiage asserts the notion that you don’t have to apologize for having high standards, in fact you should celebrate them, allowing makeup lovers to boast their maximalist qualities not just in their makeup, but their everyday lives.

Minimalism is Dead: Il Makiage Spurs Maximalist Movement