Earlier this year, Huge created Il Makiage’s US launch campaign which declared that 'Minimalism is Dead' - a bold stance in a time when the fresh-faced look was trending in the cosmetics industry. 

Now for the holiday season, Huge and Il Makiage are going bold again, enlisting Riverdale star Madelaine Petsch to create a series of daring and irreverent shorts running across social and digital. The campaign encourages consumers to embrace maximalism in both their makeup looks and everyday lives and runs through December, with new content rolling out across Madelaine’s social channels. 

The series is called 'Rules for Behaving at the Annual Holiday Party' and showcases Madelaine doing whatever the f*ck she wants despite antiquated female etiquette rules that demand, say, dressing modestly or behaving ladylike at the dinner table.